benchmark report
airline marketing
well packed
POP to india
CATHAY PACIFIC
POP
Many airlines around the world are looking to tap into a lucrative consumer demographic characterised by successful, mindful and driven young professionals who break with tradition to char t their own course through life and business.
mindful traveller. The content offered here is a mix of ar ticles and beautifully-captured videos; featuring Cathay Pacific branding or influence, highlighting real people and places, plus giving exper t tips on how to integrate wellness with world travel.
This group is sometimes referred to as the Creative Class or even Young Urban Creatives (Yuccies) They are highachievers who travel frequently for work, but never theless desire authenticity and wellness in each travel experience.
So far the hub features an introductory video , which follows three young entrepreneurs as they seek inspiration for their creative businesses while keeping fit in the Far East, interviews with the same characters, an ar ticle called “The Jet Lag Bible” and skincare advice from Cathay Pacific flight attendants.
Reaching out to this group, Cathay Pacific has par tnered with a digital magazine called Furthermore to create a content hub called Well-Packed . The WellPacked content hub is “presented by Cathay Pacific” and lives in its own subsection of the Fur thermore website, which is already popular with this target group. It is designed to guide and inspire the contemporary and JULY 2016 ISSUE
According to a press release announcing Well-Packed, more inspiring content will follow throughout the year, including the training regimens of Shaolin monks, an extreme travel guide and ‘bleisure’ (business meets leisure) trip itineraries.
UK-based star t-up airline People Over Profit (POP) is trying raise £8.9 million to operate flights to India. In a highly unor thodox marketing and fundraising tactic, the airline is making some exciting promises in a bid to attract up-front launch investment from Indian communities in a crowd-funding campaign.. POP executives told aviation news outlet Runway Girl Network that they aim to wet lease a twin-aisle aircraft and begin operating daily direct flights between London’s Stansted Airpor t and the Indian cities of Gujarat and Amritsar in the nor thern state of Punjab. There is currently no direct link between these airpor ts and the UK (which has a large Indian diaspora), so the airline thinks it can drum up plenty of suppor t from folks looking to visit dearly missed family and friends.
To help get the crowd-funding it needs to star t operations, POP made a brief television commercial of simple animation which touts the benefits of the membership-like “Gold Pass” , a crowdfunding offer providing exclusive benefits like a free return flight to India, meals, priority boarding, a free checked 23kg bag for five years and more. If 10,000 of these Gold Passes are purchased at £500 each, the airline says will begin service. The Gold Pass T.V. spot has been airing on Gujarati channel in India and Sikh Channel in Birmingham (5,000,000 viewers and 1,000,000 Facebook followers ). Another way the airline has been getting attention, as repor ted by Conde Nast Traveler and other outlets is its claim that it will donate 50% of any future profits to selection of UK and Indian charities .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
