Transavia - Holidays On Demand

Transavia - Holidays On Demand

In January, Transavia, a Dutch low-cost carrier and wholly-owned subsidiary of Air France/KLM, partnered with French language online video service Canalplay (part of Canal+), allowing people to discover and instantly book travel to destinations related to movies they watch.

Between January 11 and 26, customers visiting a special Canalplay/Transavia cobranded site , were prompted to select their ‘craving’ (this could be a party, an adventure, romance, etc.). Then, based on the answer, a movie genre was selected with several relevant film choices offered.

Once the user had selected his or her film, a flight destination was suggested and the price displayed.

For example, a person craving culture could select a film about Hercules and be offered a Transavia flight to Athens.

The first 500 people who continued and booked the recommended flight, were given a special promotional code. The code could then be redeemed by the passenger for two months of free video-on-demand streaming from Canalplay.

Aimed at passengers in the French-speaking market, this partnership is notable as it recognises that watching a film often elicits an emotional response of “I want to go there” or “I want to experience that.”

This is especially since there is a clear link between film releases and tourism, just two examples are New Zealand benefitting from the Lord of the Rings / Hobbit films, and Northern Ireland capitalising on the HBO TV Series Game of Thrones .