benchmark report
airline marketing
experiential
euro 2016 plane
hidden picnics
TURKISH AIRLINES As the official Airline Par tner of EURO 2016, one of Europe’s most prestigious football (soccer) tournaments, Turkish Airlines is getting wrapped up in the excitement by literally wrapping one of its newest aircraft in a special livery celebrating the championship tournament, the spirit of friendly competition and the adventure of travel. In mid-April, Turkish Airlines unveiled a gleaming A330-300 wide body aircraft painted in the EURO 2016 (UEFA European Championship) livery. While the plane retains the signature Turkish Airlines red and white airline logo on the tail, the back end of the fuselage is now a brilliant blue with images of a football pitch and the EURO 2016 logo. The maiden flight for the newly-decorated aircraft took off recently and saw the plane
MAY 2016 ISSUE
QATAR AIRWAYS headed for Paris, which will be the location of the tournament’s final match on July 10. Several major news titles repor ted on the unveiling of the A330 and its first flight – including The Sun and the Financial Express . UEFA itself posted an ar ticle about the plane on its own blog , and a YouTube video created by Turkish Airlines (viewed about 5000 times in two weeks) shows the new livery being painted. Turkish Airlines is the first-ever official airline par tner of the UEFA and will also sponsor a number of Fan Zones throughout host cities in France when matches begin in June. The airline also promises that more giveaway competitions and a host of cool fan experiences will be coming down the pipeline as EURO 2016 draws closer.
In March, Qatar Airways launched a new daily direct route from Doha to Sydney using the massive star-appeal of Aussie popstar Kylie Minogue to help spread awareness and celebrate the occasion at a gala dinner.
color (Pantone 222C), which is borrowed from the nation’s flag. The bikes were equipped with a woven basket filled with roses and navigational assistance, which guided the riders to secret locations all around Sydney.
In “tandem” with that effor t, Qatar Airways’ marketing gurus hatched a simple and sweet experiential campaign idea to keep the new route buzz alive and give Sydney residents the chance to ride tandem bikes to secret locations where they were treated to many of the delights they’d experience flying on Qatar Airways’ Boeing 777-300 aircraft to Doha.
Once they arrived at their “destination” the Sydney natives were again welcomed by Qatar Airways flight crew. They were then made comfor table and treated to a private picnic where they could taste and array of culinary treats from Qatar Airways’ onboard menus, while enjoying the attentive hospitality of the airline’s flight attendants.
The airline set up a pop-up shop location in Sydney and people who visited were met by Qatar Airways flight crew, then offered a tandem bicycle painted in Qatar Airway’s striking and iconic plum/maroon brand
Qatar Airways made a short video to show off this effor t, which was viewed about 3,500 times on YouTube between April 18 th and March 2nd.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
