benchmark report
airline marketing
#AirportAthletes
digital
rate my flight
RYANAIR While airlines can’t compete in the actual Olympic Games, Ryanair’s Summer Olympic-themed #AirportAthletes social media campaign has definitely taken home the gold online. Highlighting bad passenger habits like insanely over-packed luggage, chronically late passengers running to catch their plane and more in a series of clever online clips , Dublin-based Ryanair has shown once again that they are the masters of cheeky, attention-grabbing ad campaigns – like their proposed “Remain Sale” which offered passengers flights as low as £9.99 to encourage the UK to remain in the EU in the height of the Brexit dust-up earlier this year. Reimagining badly behaved passengers as Olympians par taking in goofy, Olympic calibre events like kayaking down the airpor t terminal people mover, the clips also highlight the benefits of flying the ultraSEP 2016 ISSUE
KLM low-cost carrier, like super low prices and Ryanair’s two free carry-on policy . Unlike United Airline’s epic and beautifullyshot “One Journey, Two Teams” TV spots featuring U.S. Olympians sprinting through airpor t security and performing dazzling athletic feats in the terminal the aisles of the airplane, Ryanair’s grungier, low-fi spots were definitely geared towards tech-savvy millennials. Featuring very ordinary-looking men and women in badly lit and often downright dreary airpor t terminals, the spots also have an edgy, cheeky authenticity that suits Ryanair and their hip, no frills passenger base. Already creating loads of buzz on the carrier’s Facebook page, Ryanair’s #Airpor tAthletes campaign has also generated something of a cult following on YouTube .
KLM is promising to bring transparency to the flights booking process by publishing customer ratings by each flight on the booking engine. The airline has been gathering data on passengers flight experiences through a ‘Rate My Flight System’ and is posting the results of those passenger ratings alongside flight searches. Cumulative star ratings for each flight, based on customer feedback, appear by each flight number as passengers review schedules available for booking. The number of comments which make up that star rating are also listed. Detailed passenger comment cards on the flight experience appear for each flight. There are ‘thumbs up’ and ‘thumbs down’ points for each comment to show what passengers liked or disliked about their passenger experience. KLM says it publishes comments as written, filtering only sensitive personal data on passengers, their seat mates and crew names, and any unsuitable language. The system is being rolled out
slowly and has only been released in the Netherlands and the UK so far, but KLM says it is par t of a larger program of improvements. “Showing stars in our search-flow is par t of a bigger concept,” says Jan Willem Kluivers, of KLM’s digital strategy team. “This includes informing customers on their upcoming flight information, asking customers how they experienced their flight (enabling repair of any issues) and last, being transparent to future customers but also to our crew on their performance.” Adding ratings to the booking process is par t of a larger trend by airlines to work towards more product transparency for potential customers. Ryanair has recently added a live flight review feature to its passenger app, and recently published its first performance repor t. Various airlines are working with TripAdvisor or Routehappy to give customers metrics which might guide their choices.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
