benchmark report
airline marketing
life in paradise
five up VIRGIN ATLANTIC Enhancing its reputation as a cool and fun way to fly, Virgin Atlantic recently par tnered with global hotel chain The Mondrian and its critically-acclaimed London bar called Dandelyan to delight premium passengers with creatively mixed cocktails in the Heathrow Clubhouse. Par t of Virgin’s ‘Five Up’ initiative to provide outstanding big city cocktail bar experiences to guests, and have the chic bars effectively ‘take-over’ its own Clubhouse bars, the week-long Dandelyan pop-up cocktail lounge at Heathrow offered plush décor and selection of five botanical cocktails. According to Mr. Lyan , the acclaimed mixologist behind Dandelyan, the five specially selected drinks and airy, contemporary atmosphere were a hit with passengers. “Although they weren’t coming specifically to the Clubhouse to experience our drinks, SEP 2016 ISSUE
THOMSON they were keen to try something interesting, unusual and delicious,” commented the Virgin Blog . “We even had a comment that a visitor from the US called us (in the Clubhouse) the best bar in London!” Over the past weeks, Virgin’s Clubhouse bars around the world have enjoyed takeovers from popular drinking spots in their own cities: From Quinary in Hong Kong and Hinoki & The Bird in Los Angeles, to Employees Only in New York. The final pop-up bar from Bourbon & Branch in San Francisco took place at the end of August. Each featured bar has been invited to transform the Clubhouse space to reflect their vibe and city culture, to select their own cocktails and use their own staff, and Business Traveller ran a recent feature about it.
UK holiday carrier Thomson Airways (par t of TUI group) has been in the midst of a longhaul fleet upgrade now for several years in an effor t to entice British vacationers onto its planes and into TUI group’s many longhaul holiday resor ts. The airline has taken delivery of 10 Boeing 787 Dreamliners and has done some cool marketing campaigns to build awareness of the high-tech planes. These include naming contests , giving away free tickets and creating virtual reality tours of the aircraft before they were even built. While Thomson has built adver tising effor ts around “high-tech” aircraft, group hotel chain, Sensatori Resor ts, has gone the “low-tech” route with the latest “Life in Paradise” campaign. Life in Paradise adult colouring books (a huge trend ) are being promoted by Thomson on social media
channels and being given out at resor ts to help holidaymakers relax. Custom-created for Sensatori guests, the Life in Paradise adult colouring books feature scenes from actual Sensatori resor ts that are based on photos taken by Sensatori ambassador, model, designer and photographer Helena Christen. Nonguests can download it online and via the Thomson Airways Facebook page. Inside the both the printed books and downloadable books is a fun contest , encouraging people to pull a post card out of the book, colour it in, and post the finished product on social media with the tags #SensatoriStyle and #colourinparadise for the chance to win a £250 holiday voucher
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
