benchmark report
airline marketing
dreamliner love
little jetstars JETSTAR AUSTRALIA
DREAMLINER Thomson Airways, par t of Thomson Holidays, is an airline truly happy with and dedicated to the Boeing 787 Dreamliner. It was the first UK airline to operate the aircraft, and has been flying it on long haul routes to holiday destinations since July 2013. By June 2016, the airline expects to be operating 13 of the aircraft in total. When Thomson learned it would take delivery of its eighth and ninth Dreamliners at the same time, and just in time for Valentines’s day, the airline decided to launch a naming contest of romantic propor tions. The naming contest was kept strictly to Facebook, and was a great success. On January 25th a cute animated video was uploaded to the Thomson Holidays Facebook page depicting two Dreamliners meeting and falling in love. Alongside the video, Thomson wrote: Do you and your par tner have a love story MAR 2016 ISSUE
wor th sharing? Tell us in the comments for below and use #DreamlinerLove the chance to have your surname on two of our newest 787 Dreamliners.
Jetstar and Little Athletics Australia have teamed up with Olympic athlete Melissa Breen to launch Australia’s a new “Little Jetstars” campaign and competition.
Nearly 800 comments were written in the weeks to follow, as couples all over the UK told their love story in the hopes of having the two jets officially named after them. As an added bonus, Thomson also promised a £1000 travel voucher to the happy winners, who turned out to Mr. and Mrs. Patmore of Kent.
The campaign is an extension of Jetstar’s existing partnership with “Little Athletics”, , which involves 100,000 young Australians. Little Athletics organises track and field events, aimed at encouraging children to develop skills they can apply to other sports, with specific activities designed to suit each child’s age and ability.
Overall, the video was viewed over 600,000 times and the original Facebook post was shared 158 times. Stories about the contest appeared on itv.com and in UK newspapers among others.
The campaign ties into Australians’ love for sports, highlights the airline’s role as a good corporate citizen, and targets the all important family audience. The campaign’s “Little Jetstars” name plays off the athletic group’s nationally recognized label. Breen found her passion for sports through “Little Athletics” activities.
“I’m proud to continue to be involved in Little Athletics Australia and support up and coming superstars,” she said to the media when launching the programme. “I can’t wait to meet the future famous faces in athletics and hit the track with the winning Little Jetstar.” The contest encourages those nominating candidates (parents, friends, or program volunteers) to upload a photo of their own “Little Jetstar” in action and describe how the junior athlete demonstrates dedication and great sportsmanship. The grand prize is a dedicated training session with a pro athlete and Jetstar is giving out monthly prizes of $200 in travel vouchers. Entries are open until March 31. To promote and coordinate the competition, Jetstar Australia set up a dedicated Facebook Page App .
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