benchmark report
airline marketing
digital
#CatsOnAPlane
meet europe’s best
THOMAS COOK
TURKISH AIRLINES
In recent years Thomas Cook Airlines has been refurbishing its cabin interiors to improve passenger comfor t and reduce aircraft weight (thus increasing fuel efficiency) through the installation of newer and lighter equipment.
cats from different breeds. Here the cuddly cats are seen exploring newly refurbished aircraft cabins and being attended to by cabin crew. Caption boxes are used to describe what the cats are thinking as they try out the amenities onboard.
To promote these new cabins, the airline has teamed up with Catch (the same digital marketing agency they par tnered with on the 360-degree VR experience “Fantasy Flight” ) to harness the formidable power of cats and the internet in a new online campaign.
Other videos in the group run about 30 seconds each, and focus on a specific cat or group of cats, and specific area of service. Quoted in a feature by the marketingblog.co.uk , Catch’s Creative Director said “Cats are the undisputed champions of the internet. They’re fussy, demanding and know exactly what they want. What better way to put the airline’s service to the test.”
Working under the strapline “You Deserve Better”, this campaign features a series of videos uploaded to the Thomas Cook Airlines YouTube channel and promoted through Facebook, Twitter and Instagram, using the hashtag #CatsOnAPlane. The longest video is about 95 seconds and features an ensemble cast of “test team” JUNE 2016 ISSUE
On YouTube, the four videos collected 87,300 views over seven days. Direct upload to Facebook , however, yielded even better results – with just three of the clips getting over 460,000 views over the same time-span.
Continuing to create buzz around being the Official Airline Par tner of EURO 2016, Europe’s most prestigious football tournament, Turkish Airlines is now encouraging fans to upload user-generated content to a microsite created in celebration of the spor ting event. The “Meet Europe’s Best” campaign is designed to highlight European culture and the different ways fans across the continent exhibit and share their passion for the beautiful spor t. Entry is limited to those 18 and over. To par ticipate and qualify to win one of 11 pairs of first category UEFA EURO 2016 group stage tickets, fans need simply visit the microsite, enter their details and upload a picture, video, GIF, or comment that illustrates unwavering suppor t for their home country in the tournament.
In addition to serving as a por tal for this competition (hashtag #europesbest), the meeteuropesbest.com microsite features a social media aggregation platform, displaying a live stream of all social media posts tagged as #europesbest . The site also contains a guide to EURO 2016 host cities in France, TV commercial spots bearing the ‘Meet Europe’s Best’ tagline, and is peppered with links to Turkish Airlines’ various social media pages. In April, Turkish Airlines unveiled an A330300 painted in the EURO 2016 livery. The plane retains the signature Turkish Airlines red and white airline logo on the tail, but the rear of the fuselage is now bright blue with a football pitch and the EURO 2016 logo. A video of this livery being painted is also found on the microsite.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
