benchmark report
airline marketing
digital
flights with bennies
the safetys DELTA Delta Airlines took advantage of the massive online audience around the Academy Awards (“Oscars”) to call attention to its impor tant safety messages on board. The airline recognized the cast of its various creative in-flight safety videos in a special awards “show” of its own called “The Safetys” which ran live on a dedicated feed on Twitter with the hashtag #SAFETYS .
VIRGIN AMERICA prestigious honor – a SAFETY award – in recognition of their excellence in onboard safety,” said Julieta McCurry, Delta’s General Manager–Brand Communications. “Safety is our top priority, and our distinguished honorees represent an exceptional commitment to the safety of our customers and employees.”
The airline followed the popular “Oscars” show format, with red carpet interviews of some of the nominees, clips of nominee performances, and of course giving out of the big awards--special silver trophies with a Delta plane.
The airline also posted a YouTube video summary of the winners which garnered over 800,000 views. Screaming Goat , who won a Safety Lifetime Achievement Award for discouraging flyers from smoking onboard, did not eat his trophy, which everyone was pretty happy about.
“We hope our customers will continue to pay attention to our impor tant safety messages as we look back at some of our favorite safety video moments of the last few years and bestow upon them our most
Delta has been bold about its safety videos, directly appealing to a social media audience. Its Internetest safety video from May of last year got over 9.6 million views.
APR 2016 ISSUE
Virgin America has launched a new “Flights with Bennies” promotional campaign encouraging travellers to ‘break up’ with their current airline loyalty programs in exchange for what it terms a more ‘beneficial,’ relationship with Virgin America. The campaign plays off common relationship problems and the idea of “friends with benefits” (‘bennies’) suggesting there’s no “point” being tied to an inferior offer to earn a few miles. Instead, the airline suggests customers get what they need--members or not--while promoting Virgin America’s point-based Elevate frequent flyer program. New members get 500 Elevate points for signing up for Elevate during the “Flights with Bennies” campaign. Stuar t Dinnis, Director of Loyalty at Virgin America said of the campaign : “Flyers
appreciate our innovative approach to travel – from our loyalty program to our website to our onboard experience. Now we’re giving them a chance to break up with that old airline that doesn’t treat them well, and instead put the magic back in the flying experience by choosing Virgin America.” Virgin also encourages new Elevate members to send a message to friends on social media suggesting it’s time to ‘move on’ by sharing their reasons for breaking up with their former airline with pre-written “breakup” cards. “Dear Plane Peanuts, You can’t satisfy me. I’m leaving you for Bennies so I can get spoiled on demand,” one says. The airline shared the campaign on social media with the hashtag #FlightswithBennies .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
