benchmark report
airline marketing
tv, print, ooh
the big takeoff
SpiceMax
EMIRATES
SPICEJET
After naming Jennifer Aniston its brand ambassador, Emirates has called on more U.S. star-power for its latest promotion. This time, Emirates par tnered with popular comedienne and television talk show host, Ellen DeGeneres, to encourage more Americans to get out and see the world.
Americans are notorious for not taking enough time off from work—41% of them never take any vacation. Leading on from the ‘Ellen’ promotion, Emirates launched the Big Take off with the aim of giving U.S. workaholics an incentive to spend some days away from the desk.
During The Ellen Show , two members of the audience were invited to take par t in a quiz, competing to win a luxury trip to Cape Town with a stopover in Dubai and $2,000 spending money. Emirates later revealed that every member of the audience (150 people) had won free roundtrip tickets to Dubai.
Two lucky winners of the Big Take Off’s official contest will get a five day luxury vacation in Dubai, including a stay at the One&Only The Palm resor t and a Dune Dinner Safari. Their colleagues will be treated to a very special day at the office cour tesy of Emirates, with chef-prepared meals, afterwork cocktails, and a special screening of a film from Emirates’ inflight enter tainment catalogue.
The video of Emirates’ promotion, posted by the Ellen DeGeneres show on Facebook , has had over 1.6 million views, received 41,000 likes, and was shared by nearly 18,000 people. On YouTube, the video has had over half-a-million views on The Ellen Show channel. JULY 2016 ISSUE
Emirates also ran a two-for-one sale of its destinations from major U.S. hubs in New York City, Chicago, San Francisco and Los Angeles.
Spice Jet India has launched its first ever TV campaign. In a series of four TV spots, the airline gets ‘close and personal’ with customers with each ad showing off a different unique selling point of its premium ‘SpiceMax’ offering. Conceived and created by ad agency Publicis Capital and Fingerprint films, the spots are directed by Karan Shetty. Using humour the spots show off situations where people will happily make compromises or put up with discomfor t, before linking back to the SpiceJet experience. For example, in one ad a man is squashed in an elevator with a bunch of beauty contestants with the voiceover, “sometimes it ’s ok to be cramped for space.”
The ad then shows the same man stretching his legs on a SpiceJet flight, with the voiceover explaining, “but never when you are flying” before running through the benefits you get with SpiceMax. According to Publicis Capital Creative Director Joy Mohanty “The life truth was that there are times when you willingly compromise and eat a cold meal, be cramped for space, and even stand in a queue. But you never need to compromise when you’re flying, thanks to SpiceJet.” SpiceJet was amongst the first low cost airlines in the region to offer hot meals for sale on board and the first to offer dedicated extra legroom seats in a specially configured cabin.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
