benchmark report
airline marketing
social
air france perspectives
snake away dance sale
AIR FRANCE Celebrating the debut of Air France’s new travel website, Travel by Air France , the carrier recently launched an innovative online photo competition called “Perspectives” . Designed to showcase the best, brightest and above all else, the most authentic images from Air France destinations from around the world, the contest encouraged travellers to submit digital pics of their favourite out-of-the-way restaurants; hidden gem hotels and/or other unique landmarks in their favorite cities, tagged with the hashtag #travelbyairfrance. Hoping to spur traffic to the new Travel by Air France website, which features regularly-updated travel information and photos from an ever-expanding global network of journalists, “travelistas,” and e-influencers, the contest also served as a fun, innovative way to celebrate favorite locales through photography. APR 2016 ISSUE
RYANAIR Web users were then encouraged to vote for the public prize online which would grant 100 lucky winners the chance to have their photos displayed in a gallery in Paris, and potentially in Air France’s Business Class lounge at the Paris Charles de Gaulle airpor t.
In celebration of St. Patrick’s Day and promoting a flash sale (in which seats out of Dublin were selling for as little as €9.99), Ireland’s cheekiest airline ran a shor t and sweet social media campaign which called upon fans to show off their Irish dancing skills for a chance to win airline tickets.
The March 16th video was viewed 74,000 times on Facebook. On March 17th (St. Patrick’s Day), a second video was posted to remind people of the contest. This one showed CEO Michael O’Leary doing his own dance and it was viewed 13,000 times on Facebook.
Judging the final winners was an eclectic jury featuring renowned French photographer Stéphane de Bourgies and César Award-winning actress Sandrine Kiberlain .
On March 16th, Ryanair uploaded two videos featuring Irish dancing at an airpor t. The first one was professionally filmed and shared through various platforms. It adver tised the flash sale and wished everyone a happy St. Patrick’s Day.
One winner was selected randomly from Facebook and one from Twitter. Both were announced March 18, and each won two flight vouchers good for 12 months.
Capturing the attention of a number of travel and lifestyle blogs like the French the language OHLALAIR.COM campaign’s winning pic, a truly unique perspective of the Eiffel Tower, also garnered close to 7,000 likes on Instagram .
The same day, another video surfaced on Facebook and Twitter in which a Ryanair staffer danced an Irish jig through the airline’s main offices. At the bottom corner of the shor t video was the hashtag #RivAirDance, and the text above the video read: “COMPETITION! Send us YOUR best”.
The promotion itself was extensively covered in the Irish media -- for example, in the Irish Independent .
5
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
