benchmark report
airline marketing
fly the new feeling
tv, print, ooh
#FlytheFlag AIR CANADA Thanks to Air Canada and national broadcaster CBC’s very cool Fly the Flag contest, Canadians from coast to coast were recently given the oppor tunity to fly like Olympic champions. During the Rio Summer Games, Air Canada invited Canadians to post their most patriotic pictures on social media and tag them with #FlyTheFlag and @ AirCanada for a daily chance to win two round-trip tickets. The official airline of Canada’s Olympic Team since 2006, and its Paralympic Team since 2007, Air Canada estimates that they flew almost 700 Team Canada athletes, coaches and suppor t staff to Rio for the games last month and their pride in their mission extended to the contest via heavy online promotion and an inspiring “Flying the Flag” TV spot that aired during the games. SEP 2016 ISSUE
VISTARA The TV spot already has more than 2.3 million views on YouTube and at its peak, the contest scored upwards of 500 mentions per hour online via social media. The #FlyTheFlag contest was written up on sites like Marketing Magazine and proved a runaway hit with Facebook users, with Air Canada’s Facebook page generating nearly 1.7K likes per week during the games. A simple glance at the stunning winners’ photos proves that Canadians everywhere where definitely flying the flag high for this feel-good initiative. And with Air Canada’s Managing Director of Brand, Andy Shibata hinting at even more emotional, hear t-tugging TV spots to come next year in celebration of Canada’s 150th bir thday, this campaign looks to be the star t of something truly golden for all involved.
Indian airline Vistara has been looking to make itself a household name by appointing a celebrity brand ambassador who already is a household name in the country. Deepika Padukone , a beautiful and high-profile Bollywood actress, is a perfect fit for Vistara as she embodies elegance, sophistication and class; all qualities the domestic full-service airlines believes its target customers are keen on. Vistara helped build hype around the unveiling of their celebrity ambassador by launching a Twitter and Facebook contest where, over several days, they posted photo clues about their secret star. Social media fans of the airline were invited to guess, using the hashtag #whichstar, who the brand ambassador would be – and enter to win free tickets. The hints and excitement (including a flash-mob ) culminated in a big reveal and a television commercial
which hit Indian airwaves on August 22nd. It suppor ts Vistara’s brand promise “Fly the new feeling” by showing how new every flight feels to Deepika. The TV spot (which has been viewed more than 3.7 million times on YouTube alone) depicts her in a state of childlike wonder – switching back and for th between star as an adult, and a little girl actress who represents her inner child – as she indulges in the creature comfor ts of a Vistara aircraft. In a press release, the airline said: “Through this campaign, Vistara wishes to reach out to its core audience of corporate and frequent flyers, who value a seamless, reliable, and consistent service experience above everything else.” Deepika also graces the cover and inside pages of Vistara’s latest inflight magazine .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
