benchmark report
airline marketing
human alligator
experiential
fly babies JET BLUE In the consumer goods market, women are fuelling incredible growth . They are a major demographic targeted by sales professionals in a vast array of industries, including travel. For a lot of brands, there is no bigger prize than winning the loyalty of Moms. After all, who can deny that in most family homes, Mom does a lot of the shopping, the gifting, the event planning and the travel organization? With a sweet and sincere campaign executed on a flight in May, JetBlue demonstrated that it is acutely aware of how impor tant mothers are, and that it’s sympathetic to the challenges they face on a daily basis – especially flying with a small child. A YouTube video posted by the airline on May 7th depicts a real day-of-travel for JUNE 2016 ISSUE
BRITISH AIRWAYS passengers flying JetBlue’s flight 213 from New York to Long Beach, CA. It star ts with filmmakers speaking to moms who will be on the flight with a baby. They reveal what they’re worried about – irritating other passengers.
It’s a well-known fact that Britain hasn’t been home to any large, predatory animals for thousands of years. That’s probably why British Airways’ latest experiential campaign, the Human Alligator, proved to be such a big head-turner.
But on this flight, a stewardess announces that for every baby who cries, every passenger will receive 25% off their next JetBlue flight. In the end, four babies cried – and so free, round-trip tickets were promised to all the passengers onboard. It really changed everyone’s attitude toward the fussy infants onboard.
The airline wanted to promote flights from London Gatwick Airpor t to Florida, and in par ticular, the increasingly popular tourist destination of Tampa Bay. Famous for its abundant alligator population, Tampa Bay is not really a top destination for many travelling Brits, so British Airways decided to shock folks into considering the destination with an optical illusion of ‘wild’ propor tions. In late May, the airline teamed up with body paint ar tist Johannes Stoetter to execute the Human Alligator. Over the space of five intensive hours, Stoetter airbrushed three human models.
The video for this campaign has been viewed nearly 3 million times between Facebook and YouTube , and a wide range of media covered the story; from big mainstream sites like Huffington Post , to Mom-focused blogs and communities like Her Family .
Then the very supple models inter twined limbs and lay semi-still on a runway at London’s Gatwick Airpor t, causing the three airbrushed designs to combine to replicate a Florida alligator. It was a thrilling spectacle for many passengers travelling through Gatwick Airpor t on an otherwise typical day. A video posted to the British Airways YouTube channel shows a time-lapse of the entire body-painting process and it has enjoyed over 11,000 views. The story of this unusual, yet creative project was told in repor ts by the Independent , International Business Times , BizJournals and a number of other local and international press.
3
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
