benchmark report
airline marketing
digital
fuelled by love
passport to asia
BRITISH AIRWAYS In a classic case of ar t imitating life, British Airways has based a new promotional video on the true-life story of a flight attendant who, on her very first working flight to India, befriended an elderly passenger on the plane. The six-minute shor t film begins with a young British Airways crew member who is nervous about her new role flying Indian routes for the carrier. She is concerned about the differences in culture, food and language. However, in helping a similarly anxious Indian lady on the plane, she quickly finds a friend in the country. At the end of the flight, the elderly Indian lady insists that Helena (the flight attendant) visit her home and meets her family. Helena eventually concedes and spends a special time with the woman’s family -- making friends, learning the culture and even getting an authentic Indian MAR 2016 ISSUE
CATHAY PACIFIC USA cooking lesson. In just 20 days, “Fuelled by Love” was viewed 1.5 million times on YouTube, proving that viewers are not necessarily tuned off by longer videos, provided the storyline is compelling. British Airways has similarly produced numerous online videos similar to Fuelled by Love (such as Wings to a Dream and A Ticket to Visit Mum ), aimed at winning the loyalty of familyoriented Indian customers and reminding everyone of the close ties between the UK and India. Consumer media across the world have repor ted on the remarkable online success of this hear t-warming video and the power of the story it tells. For example, the video was featured in the Wall Street Journal hindustantimes.com and campaignsoftheworld.com .
Cathay Pacific USA par tnered with travel community Passion Passport to send nine of its community members on a journey to explore Southeast Asia from 16 to 25 February 2016, with the aim of encouraging travel. The nine individuals selected have been sharing their adventures as they par ticipate in tailored workshops, excursions and cultural experiences with a unique “Passport to Asia” adventure. Par ticipants were selected through a competitive application process, and arrived in Hong Kong on Cathay Pacific flights from cities around the world, including New York, Sydney and London. They were joined by creative professionals and Instagram influencers Pei Ketron and Neil Shea who served as mentors and guides throughout the trip. The group spent five days exploring Hong Kong, familiarising themselves with the local
culture, and sharing creative inspiration at mentor-led workshops. They later broke up into smaller groups, and flew to Siem Reap, Yangon, Bangkok and Delhi with Cathay Pacific Airways and sister airline Dragonair. Each group was responsible for designing their own itinerary for each location, following their own interests to discover the unique cultural and natural facets of the place. They showcased the variety and textures of life in each community on the Passion Passport site . The campaign is ‘on brand’ and links in with Cathay’s prime “Life Well Travelled” campaign. It also connects the airline to build links with an active and influential travel community online. Cathay Pacific tied the campaign together on Facebook, Twitter, and Instagram with the hashtag #Passpor t to Asia.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH