benchmark report
airline marketing
travel compass
tv, print, ooh
seat view VIRGIN AMERICA Virgin America has turned bus shelters in San Francisco, New York, Los Angeles, Dallas, Washington D.C., and Chicago into digitally-immersive, out of home adver tisements with the help of Google Street View. This campaign plays right into Virgin America’s popular image as the hip and edgy airline in the Nor th American market. The bus stops are completely covered in Virgin imagery and branding. People waiting at the special bus stops can use a huge touchscreen to navigate through one of Virgin America’s aircraft in precisely the same way they’re used to doing on Google Street View (which now features similar interior views for airlines such as Emirates, Air France, British Airways and SAS). The 360-degree vir tual experience lets bustakers explore an A320 cabin from front to back galley, and even enter the rows for a DEC 2015 ISSUE
LUFTHANSA realistic “seat view.” Virgin America has blended the visual impact of large-scale out of home adver tising with the futuristic allure of digital. When trying to impress people in a world saturated with marketing messages, sometimes more is more. Virgin America’s ‘Seat View’ can also be found on the airline’s website and is accessible through Google Maps . One simply need type in “Virgin America” plus the code of an US airpor t they service. A web campaign aims to drive traffic to the new feature. Clickable banners directing people to the feature have appeared online at The Washington Post, The New York Times, The Wall Street Journal, Forbes, etc.
The month of November can be dreary. As the Nor th turns towards winter, many people seek an escape. With its latest outdoor campaign, Lufthansa aims to inspire citizens of Berlin and Hamburg to travel with a 360 degree video city tour of destinations in Asia and the USA. The airline has installed special outdoor displays in these city centres called ‘Travel Compass’ made from revolving ad displays which have been embedded with video screens, covering digital posters into interactive video city tours. Airlines have taken to 360º degree immersive videos as an effective medium for destination marketing. Qantas launched a 360 degrees tour of Hamilton Island which could be viewed on Google Chrome, and later on Facebook’s mobile app (for audiences in Japan). Lufthansa also featured of San Francisco, an Oculus Rift tour
along with its onboard service at IBT Berlin. The Lufthansa ‘Travel Compass’ works more like interactive binoculars. Depending on which direction the visitor turns the compass, it displays Lufthansa destinations in Asia and the USA, revealing a vir tual 360°City-Trip. When visitors selected a favourite destination, the display showed 360°videos that let them explore the location of their choice up close. Viewers could explore Hong Kong’s markets, get a tour of Ocean Drive (Miami), or enjoy a captivating view of the East River (NYC). Lufthansa posted a video on YouTube of visitors in Berlin using the displays to explore their city of choice. The airline also promoted the Travel Compass campaign on its Social Hub site, and on Facebook .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
