benchmark report
airline marketing
experiential
NYC fashion week
#AATeam
ETIHAD Etihad Airways is sponsoring Fashion Weeks around the world following the establishment of a par tnership with US talent agency William Morris Endeavour . As par t of this, the airline coordinated special events with world-famous shoe designer Jimmy Choo to celebrate the shoe designer’s 20th anniversary, during New York Fashion Week. Etihad suppor ted a VIP event hosted by international models associated with the designer at Skylight at Moynihan Station, with a special retrospective display of a selection of the designer’s pieces including the very first pair of Jimmy Choos. The with new shot
Jimmy Choo lounge was decorated imagery from the airline’s debut of couture cabin crew uniforms , as by photographer Norman Jean Roy.
OCT 2016 ISSUE
AMERICAN AIRLINES The airline also set up an Atelier at the main entrance of the lounge, where guests had their initials monogrammed on distinctive luggage tags. “Our aspiration is to become the airline of choice for the global fashion community, and our collaboration with Jimmy Choo serves as a natural extension of our fashion week alignment, par ticularly during New York Fashion Week,” says Patrick Pierce, Vice President of Sponsorships. The NYFW events extended to the big runway with an event at JFK International Airpor t at which model Amber Valletta unveiled a dedicated A380 with “NYFW: The Shows” livery . Etihad promoted New York Fashion Week events with the hashtag #RunwayToRunway .
American Airlines has debuted its first new uniforms in nearly 30 years, with the theme being the coming together of 70,000 American Airlines and former USAirways crew.
feed , which could be right out of the pages of a fashion magazine. American Airlines also put a collage of these fashion photos on its Facebook page and shared the videos there and on Twitter
Brady Byrnes, the company’s American director of global marketing, told USA Today : “It really shows us as one brand. And that was really the only thing that was still kind of lagging behind for customers— being able to see that come together. It’s a huge milestone for us.”
Finally, American released a new safety video which shows off the new uniforms alongside a new ‘making of’ video .
To promote the new image, the airline shared a ‘Behind the Scenes: American Airlines New Uniform Photo Shoot’ video on YouTube. Fitting with the fashion focus of the Photo Shoot, American also posted images of its new uniform collection on its Instagram
These various shares were unified on all channels with the #AATeam hashtag which the airline uses to mark messages about its people and the new unified brand. However, it is not all good news. At time of writing, American Airlines was facing a mini-PR crisis with some employees claiming that the new uniforms were causing them to have headaches and break out in hives , although American says it has received only 14 complaints out of 700,000 staff.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
