benchmark report
airline marketing
love on first flight
project skyway
NORWEGIAN In a clever reversal of the now iconic “Sin City” tourism slogan “what happens in Vegas, stays in Vegas” Norwegian brought the glitz and glamour of Las Vegas to Stockholm via a colorful, cheeky campaign called “Love on First Flight”. “Elvis Presley” was beamed live direct from the historic Little White Chapel in Las Vegas, into a crowded Stockholm shopping mall. The very convincing Elvis impersonator offered to marry curious shoppers on the spot. The bold and daring few who took him up on the offer won a free all-inclusive round trip ticket to fun-filled Las Vegas for their honeymoon! Following the newly married couples with a camera crew on their epic honeymoon adventures in Las Vegas – where the
APR 2016 ISSUE
HONG KONG AIRLINES blushing bride and groom were wined and dined at various top-notch casinos and even whisked off on a breathtaking helicopter tour of Nevada’s historic Hoover Dam – Norwegian’s lively and very spirited video spot of the event has already racked up an impressive 380K hits on YouTube in just over a month. Highlighting Norwegian’s new non-stop service from Stockholm to Las Vegas, the fun, buzz-wor thy campaign has also generated much praise online from travel and marketing blogs as well as marketing industry journal Ad Week .
This year, Hong Kong Airlines is celebrating its 10 th anniversary. One of the main highlights of the anniversary festivities is a uniform design competition open to the public. The “Project Skyway” competition opened to entries on March 15th with the launch of a microsite (Chinese and English) that delivers all necessary background, application, and judging information to hopefuls – as well as a detailed assignment brief. Entrants are charged with submitting six designs online: one male and one female for the airline’s three tiers of flight crew. Uniform designs are to “embody the essence of Hong Kong”, by combining unique creative elements and accessories, plus a few staple items that must adhere to airline specifications. Five shortlisted proposals (sketch portfolios) will enter into a public catwalk and allowances will be granted for production. A judging
panel will assess the showcased designs, plus staff and pubic voting will determine a winning concept; after which the new crew uniforms will be modelled. The winner also gets a cash prize of HK$20,000, a commemorative certificate and a Business Class round trip to Japan. Hong Kong is a city with millions of young people, a vast number of whom are inclined toward graphic design, fashion design and the art scene in general. Hong Kong’s designers have been gaining traction internationally for many years. In a press release about the competition, Hong Kong Airlines Director of Service Deliver, Stanley Kan, said that Project Skyway aims to support local creative industries and give fashion design upstarts an opportunity to gain practical experience for a career springboard into fashion design.
4
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
