benchmark report
airline marketing
social
KLM and facebook messenger
PowerTrip JET BLUE In time for Women’s History Month this March, JetBlue played host to a very special networking event at 30,000 feet, coordinated by women’s magazine Marie Claire. The unique “PowerTrip,” brought together leading women in an inspiring environment where they were free to get to know each other better, share professional exper tise, and make impor tant new connections. A select group of 100 female CEOs and entrepreneurs in the fields of tech, politics, fashion, and enter tainment from the East Coast joined 100 female counterpar ts from the West Coast as well other female influencers, thought leaders, and stars like Gwyneth Paltrow, Drew Barrymore, and Tyra Banks. A “pop-up conference” at the W Hotel then featured panel discussions covering topics MAY 2016 ISSUE
KLM of interest including leadership, branding, feminism, and disruption. All staff contracted to suppor t the flight and the event—including flight crew— were women. In fact, the pilot and co-pilot selected for the flight were both sisters. Airlines have staged in-flight conferences or seminars before. Most recently Qantas and Delta each coordinated special TEDx talks in the skies, but this was the first such event tailored exclusively for women, in collaboration with an internationally recognised women’s publication. The event drew positive attention from the press, including a compelling focus story on Quartz and a profile piece on Media and Entertainment site WWD . News sites USA Today and ABC News also covered JetBlue’s contributions to this special “PowerTrip.”
KLM has become the first airline in the world to offer customers booking, check-in confirmation, electronic boarding passes and flight status updates via Facebook Messenger . Customers can opt-in on the Messenger service when making their original bookings on KLM.com. This is an extension of KLM having used Messenger as a customer services tool in 2015. According to KLM President and CEO Pieter Elbers, “Last year, we activated the Messenger button on our Facebook Page, allowing customers to contact KLM even more directly. Cases increased by 40%, which shows customers appreciate this form of communication. “We believe we should be where our customers are, and therefore Messenger and KLM are a good fit.
Posting to his timeline on Facebook , David Marcus, Vice President of Facebook Messaging Products, said of the development: “This is one that I’ve been personally eager to solve for a while. Removing stress, and complication from air travel...Goodbye forgetting the combination of your frequent flyer alphanumerical number and password to obtain your boarding pass, and holding for a long time on the phone to change flights.” The airline released a video series on YouTube which clearly explains the process to customers, and also promoted the launch of the service with a ticket contest. The innovation got a lot of media attention, including in the tech sector, with coverage in The Verge , Venturebeat , Engadget and The Next Web ; as well reports on Fortune and Forbes .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
