benchmark report
airline marketing
tv, print, ooh
unimpossible missions
tell the world
GE A solid content marketing strategy is an excellent way to engage potential customers and shape general perception of a corporate brand. Video is one of the best ways to do this. Take General Electric (GE), for example. GE is, of course, not an airline, but it is a legacy organization suppor ting the aviation industry. Like many similar organisations, GE is keen to shake an “old school” image as a huge, inaccessible conglomerate. As a result, GE produced three exciting videos under the common tagline “Unimpossible Missions”. The videos depict GE scientists doing seemingly impossible things, like keeping a snowball frozen in 2000 degree temperatures , capturing lightning in a bottle and telling a story through the Berlin Wall . Aimed at a millennial audience, the clips MAR 2016 ISSUE
DELTA celebrate def iance of commonly held beliefs and the spirit of invention. At the same time, they provide glimpse into how GE scientists test the limits of science each day. According to a feature at adweek. com , the video series launched under the banner of GE Theater, in “a broad push by the company to deliver meaningful content that people actually want to read, listen to, watch and consume”. The videos naturally get prominence on GE’s social proper ties. They have garnered more than 500,000 YouTube views and GE execs also believe this type of content can be an impor tant tool for recruitment. An example of this strategy as employed by a carrier is the “Behind the Scenes” series of videos by American Airlines, showing how the airline does things like designing cabins and painting aircraft liveries.
Delta showcased a new TV ad during the Grammy Awards, of which it is a sponsor, which tries to connect with the soul and desire of the people who travel every day, in large ways and small. “Tell the World” star ts with the image of a jet engine. Set to the sound of the engine powering up, the 60-second spot flashes images quickly from rainy street scenes to explorers on a boat under drizzly skies to a skier on a snowy misty mountain top, to a white shark jumping out of the water. “There’s just one direction: forward. One time: now. And just one sound: you and us together…with a mighty roar that tells the world, ‘we’re coming for you.’,” says actor Donald Sutherland, who provided the voice over for the ad. The message is clear: life can be blurry, cold,
even scary, but victory belongs to the bold and Delta helps passengers realize their dreams . “Tell the World” celebrates life’s defining moments – when there’s no turning back, that moment on the cusp of something magical, that culminates a lifetime of preparation, that stays with you forever. The spot tells the story of how Delta enables these moments for customers around the world – in business, adventure or romance,” Tim Mapes, Delta’s Senior Vice President - Marketing, said of the ad at the time of its debut. “Tell the World” follows an ad introduced last year “Take Off: Why We Go” , also narrated by Donald Sutherland. The two combined clearly set up a dramatic theme which adapts itself to be continued in future brand campaigns.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
