benchmark report
airline marketing
KLM: it’s an airline
let the music move you
KLM Upon learning that many Americans questioned in a poll thought KLM was a type of milk or a radio station, marketing teams at Holland’s flagship carrier devised a simple, odd, yet undeniably brilliant way to tell the US population just what it really is. And thus, the “It’s an Airline” campaign was born. “We hit on a boldly unambitious idea that got us really excited: What if we just say it’s an airline?” explained John Limotte, CEO of Mustache, the creative agency KLM collaborated with. “We talked about reading dictionary definitions of airline terminology. And from there, it evolved into the idea of a spokesperson sharing information about an airline that really doesn’t require sharing.” “It’s an Airline” is the first in a series of four television commercials filmed for this campaign. OCT 2016 ISSUE
JET BLUE In the second adver t, “It’s a Flight Attendant” , the protagonist Marino talks about a lovely girl he met on a plane, who asked him what kind of wine he likes and didn’t seem phased by the fact that he “has a lot of baggage to deal with”. Funny ads numbers three and four are similarly titled “It’s a Flier” and “It’s an Airport” . The four ads have amassed roughly 295,000 views on KLM’s Youtube channel and the airline has also built a dedicated and interactive website for the campaign. Adver tising specialist publications like AdWeek.com and PRweek have repor ted on the campaign, which also features social media components and will repor tedly include some kind of Pop-Up activation in San Francisco.
Few airlines are as distinctively New York as NYC-based JetBlue. And now, thanks to a unique promotional par tnership with VH1’s Save the Music Foundation , JetBlue celebrated another only-in-New-York institution recently, the venerable street musician, or busker, with their very cool Let Music Move You campaign .
expenses for struggling musicians, the cost of air travel. Gifted to the buskers by JetBlue team members and young music students from NYC’s P.S. 48X – which is a VHI Save The Music grant recipient school – the hear tfelt spots have a very sweet, emotional pull that has made them wildly popular online.
Encouraging busy commuters to take off their headphones and actually listen to the music of these talented street musicians instead of just walking past them on the teaming sidewalks, subway platforms, and parks where they perform, the TV spots highlighted the talents of three of the city’s finest buskers as they got the surprise of their lives: the gift of travel.
Emphasizing JetBlue’s dedication to preserving the singular, soulful soundtrack of their hometown, as well as VH1’s Save The Music’s role in promoting music and music education, the spots have been written up on AdWeek.com and the global media marketing platform TheDrum.com and the very touching TV spot has already garnered more than 7,000 hits on YouTube alone.
Gifting the buskers with JetBlue flight vouchers good for one year of unlimited travel anywhere JetBlue flies, the campaign hoped to eliminate one of the largest
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
