benchmark report
airline marketing digital
iberia 70 years uniting spain and latin america
legend of safety
IBERIA Iberia celebrated the 70th anniversary of its launch of services to Latin America with a unique promotion offering tickets at auction in Pesetas. The bidding star ted at 7,250 pesetas (or 43 euros) which was the cost of a ticket between Madrid and Buenos Aires in 1946! Iberia took inspiration from its history to set a star ting price to various destinations in Latin America and Europe including México City, Milan, Miami, Buenos Aires, Montevideo and Paris. Actual payment of the tickets was transacted in Euros. For the special promotion, the airline also decked-out its bidding site with a 1950s theme during the special promotion. Of course, in 1946 7,250 stretched much fur ther than 43 Euros do today. Iberia was the first airline to launch services between
OCT 2016 ISSUE
DELTA Europe and Latin America after the world war. Back in 1946, a trip across the Atlantic from Madrid-Barajas to Buenos Aires would take 36 hours and included several stop-overs. Passengers were weighed along with their luggage. The airline shared the story of these flights with followers of its blog (Spanish) . As par t of the 70th anniversary celebrations, Iberia also revealed a dedicated “Iberoamérica” A330 with commemorative livery, and promoted the various activities on social media with the hashtag #70AniversarioLATAMIberia .
Delta Air Lines has released a new safety video based on a video game interface and featuring avatars of many well-known athletes. The ‘Legend of Safety’ video , takes viewers through the required safety instructions as the players demonstrate the various safety procedures and tally points. Delta announced the new safety video on Twitter with the caption “Safety is not a game, but this new video is.” The airline has enjoyed success with its creative safety videos. The ‘Internetest Safety Video on the Internet’ went viral and had over 9 million views at last count . It has since (at time of writing) been pulled from the airline’s YouTube channel, as was a follow-up video. While we don’t yet know what drove Delta to make this decision, it bears asking
whether a video should be so focused on gaining internet fame that it risks obscuring the safety message . Perhaps that’s the point Delta makes with ‘Legend of Safety’. While it’s very energetic and heavy on visuals, the safety instructions are clear. Time will tell whether the video game effects will prove too much for Delta Studio viewers, but reception from some industry watchers has been positive . One thing is cer tain: Delta has in the past produced classics. “Deltalina”, the flight attendant who wags her finger at viewers has a loyal in a 2008 safety video fanbase. That video has over 3.6 million views and is still online. It is also engaging, but simple.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
