benchmark report
airline marketing
tv, print, ooh
is [This] your city?
#GETOUTOFOFFICE
ICELANDAIR Icelandair has done a great job of promoting tourism to Iceland with its various stopover campaigns. But the airline has also found a clever and fun way to promote outbound tourism among Icelanders by inspiring them to travel with humorous mini-guides to help them find their ideal holiday destination on the airline’s network. Each video is entitled “Er [city] þín borg?” which roughly translates from Icelandic as “Is [this] your city?” The very shor t travel guides (around 40 seconds each) cover everything travellers might want to know when reviewing their travel prospects, as explained by locals: What’s there to see? What fun activities are available? What’s the food like? How do I say coffee? Fronted by different characters, the video series includes Kim’s scenic tour of “relaxed life in the city of Brussels” ; Vincent’s guide to “the greatest city on Ear th” OCT 2016 ISSUE
VIRGIN ATLANTIC Chicago ; Julie’s ultimate bicycle tour of Copenhagen ; Antto’s rough guide to design (and saunas) in Helsinki ; Bob’s tour of “the more amusing side of London” ; Michael’s guide to “the sweet life by the pool” in Orlando ; Coran’s ultimate food (and coffee) guide to the Big Apple (New York) ; and Suman’s guide to the architecture, culture and design of Toronto . This kind of informative lifestyle content mini-video series seems to be taking off with Hawaiian Airlines mini-cooking channel recently followed by a similar channel guide to the fine skills of Italian cooking by Alitalia and Copenhagen Airpor t’s make-up tips and travel-friendly fashion tips .
The out-of-office reply is something that anybody who has ever worked in a corporate office is sure to recognize, and that’s probably why Virgin Atlantic chose #GETOUTOFOFFICE as the title and associated hashtag for its latest television commercial . The 1.5 minute spot was made with the help of communications agency adam&eveDDB and made its debut September 5th… just as the school year began for students and most 9-5 workers said goodbye to the last days of summer holiday. The tongue-in-cheek commercial, which AdWeek.com called “hilariously deadpan”, reminds us that the workplace is no place to spend a holiday – and that work/life balance is critical. It does this by jokingly adver tising an office as a vacation destination (albeit a horrible one), while
also mimicking the style and format of an old British travel show called Wish you were here…? which aired on the UK’s ITV channel between 1974 and 2003. For this comedic spoof, Virgin Atlantic even managed to rope in the show’s original narrator Judith Chalmers, who regales viewers on the stunning views (roundabouts and brick walls), foodie delights (burnt coffee and vending machines) and fun activities (such as working late and falling asleep) that can be enjoyed during a holiday at the office. #GETOUTOFFICE ties in nicely with Virgin Atlantic’s recent “Let It Fly” campaign, and has been viewed nearly 900,000 times on YouTube and 24,000 times on Facebook. AdWeek.com repor ts that print, outdoor, digital and social campaigns stemming from this theme are soon to follow.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
