benchmark report
airline marketing
big book swap
experiential
baby haven CEBU PACIFIC Cebu Pacific had a special delivery in-flight this past month, with the bir th of the first baby onboard one of the airline’s flights. Baby girl ‘Haven’ was born prematurely about four hours after flight 5J015 depar ted from Dubai International Airpor t, destined for Manila. CEB cabin crew—and two registered nurses who were also passengers on the flight—assisted with the delivery. The flight was diver ted to Hyderabad, India, to ensure both ‘Haven’ and her mother received medical assistance. Both mother and baby were assisted by CEB’s Customer Care team. “We are happy that both mother and daughter are doing well, and would like to commend our flight and cabin crew for handling the situation with utmost professionalism and efficiency. We also express our sincerest gratitude to the two volunteer nurses who helped ensure the baby’s safe delivery,” says Lance SEP 2016 ISSUE
JETSTAR Gokongwei, CEB President and CEO. Baby Haven received a very special bir thday present when, CEB awarded her one million GetGo points, which she can use to fly for free throughout her lifetime. The baby’s points won’t expire, and can shared with her family. The airline’s generosity and the cute baby factor of the story garnered a lot of positive media coverage for Cebu pacific around the world. The story was covered by major travel publications including both Condé Nast and Travel+Leisure , as well as international news outlets including CNN , the Guardian , the Independent, the Daily Mail, the Huffington Post, the Toronto Sun, BuzzFeed News, The Sun, and many other global publications—including even the Weather Channel ! Everyone loves baby stories, but what makes this one special was the airline’s generosity with their littlest frequent flyer.
Jetstar has gone old-school for educational in-flight enter tainment by introducing a Big Book Swap , touted as an airline world first, in suppor t of Singapore’s National Reading Movement. The airline distributed over 500 books and bestsellers donated by the National Library Board, MPH Bookstores, Select Books, Book Point and Write Editions on July 30th—Singapore’s National Reading Day . The National Reading Movement is a 5-year campaign by Singapore’s National Library Board (NLB) which aims to encourage Singaporeans “to Read More, Read Widely and Read Together.” NLB is running community and nation-wide programmes to encourage more adults to read, promote reading in mother tongue languages and build a vibrant reading culture in Singapore. At the boarding gates of select Jetstar flights at Changi Airpor t Terminal 1, Jetstar passengers could pick up a book to take with them. The airline only asked
that passengers leave books in the seat pocket of their aircraft on their next flight after they’d read it, for another passenger to enjoy. Jetstar customers were also encouraged to share books of their own by asking cabin crew for a special sticker to put on the book’s back and leaving the book in the seat pocket. “Books are an increasingly forgotten form of in-flight enter tainment that can transpor t one to an imaginary adventure even before the flight depar ts,” said Chantal van Wijnbergen, Jetstar’s Southeast Asia marketing manager. “Likewise, a holiday can be greatly enhanced with a good read, and we hope the books from our kind sponsors, including NLB, can reinvigorate our passengers’ passion for reading, and have the book swap flourish into the world’s first flying, communitydriven book club.” Jetstar also promoted the Big Book Swap on YouTube , where it received more than 80 thousand views.
3
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
