benchmark report
airline marketing
round the world with star alliance
social
#Missingtype QANTAS Qantas has joined a global campaign to save lives by raising awareness of a greater need for blood donations. The new #missingtype campaign was originally launched by the UK organisation NHS Blood and Transplant as a call to action after a 30% drop in donations over the past seven years. As par t of the #missingtype initiative 26 different blood services in 24 countries and hundreds of suppor ting organisations, celebrities and brands from across the world joined forces to highlighting the need for donations by blanking out the blood-type letters A, B, and O in signs and adver tising. Qantas faded the letter ‘A’ on its website and social media signage to grey or pink to show its suppor t.
SEP 2016 ISSUE
STAR ALLIANCE The airline explains , “In Australia, a blood donation is needed every 24 seconds to provide life-saving treatments to patients - that’s 25,000 donations every week.”
Star Alliance has selected seven travel bloggers to travel Round the World with Star Alliance member airlines and repor t on their journeys.
The Australian Red Cross Blood service, which Qantas suppor ts, needs 100,000 new blood donors over the next year to cope with demand. Qantas put these statistics in aviation terms in a series of tweets , saying for example, “In the time it takes this A380 to take off, four blood donations will be needed.”
While the world’s largest alliance says round-the-world tickets are already popular, it is using this campaign to promote a new simplified booking engine featuring new themed itineraries which cater to the interests of different types of travellers: World Food, World Wonders, Architecture Hotspots, Nature Trail, Aquatic Wonders, Ramsar Wetlands, Natural Wonders, Great Hotels, Spor ts Hotspots, Wine Tasting, Romantic Journey and Luxury Lifestyle. Each of the bloggers selected document their adventures following one of those themes.
Others who joined the #Missingtype campaign around the world include Belfast International Airport , Brussels Airport , and Wellington Airport .
For example, Foodie travel blogger Mark Wiens is sampling culinary
delights across the globe. Luxury Travel influencer Scott Eddy is sipping fine wines on six continents. Travel blogger and photojournalist couple Megan and Mike Jerrard are enjoying a romantic journey spiced up with wildlife adventures. Meanwhile SCUBA travel blogger Justin Carmack is diving in different underwater hotspots. Bloggers and Star Alliance airline members have been sharing updates on the trips and promoting the Round the World itineraries by using the hashtag #StarAllianceRTW on Twitter and Instagram . The new travel inspiration campaign is a collaboration with Marriott International Hotels, and Round the World themed stories also appear on the Marriott Travel Blog .
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