benchmark report
airline marketing
experiential
paint the plane
qantas airbnb
ANA To launch its new A380 service to Hawaii, ANA has launched a ‘Paint the Plane’ campaign which invites professional and amateur ar tists alike to submit unique livery designs which would inspire travellers to visit the tropical island paradise. The livery would be painted on one of three new A380 aircraft which the airline is scheduled to receive from Airbus and which will enter service on flights from Tokyo to Honolulu in the Spring of 2019. The Grand Prize winner will receive two round trip tickets to fly in business class between Tokyo and Honolulu, and runners up will receive original ANA souvenirs. Crowdsourcing marketing and brand materials and cabin products is an interesting way to engage with the loyal flying public while encouraging local talent.
NOV 2016 ISSUE
QANTAS Other airline crowdsourcing campaigns have included: KLM’s ‘Bright Ideas’ which encouraged Facebook followers to suggest improvements to cabin products and services; Air France’s call to young designers and fine ar tists to design new meal service items; and British Airways’ enlisting of multiple disciplines—a chef, a film-maker, and an ar tist—to introduce new in-flight meal menus, a new in-flight film, and new livery as par t of its ‘Great Britons’ campaign timed to coincide with the 2012 Olympics.
Qantas and Airbnb forged a marketing deal which lets travelers to earn a point in the airline’s frequent flier program for every Australian dollar spent on total guest fees for shor t-term rentals on Airbnb proper ties. Qantas CEO Alan Joyce has described the par tnership as a natural par t of the airline’s new “digital revolution.” “We know our many of our customers are just as likely to arrange an Airbnb as they are to book a hotel, and we wanted to recognise and reward them for that,” Joyce said. To qualify for rewards, the Airbnb rentals must be booked through qantas.com/ stay, which redirects customers to the Australian Airbnb website to complete their reservations, where airline has long sold accommodation and car rentals as ancillaries to flight bookings. Other airlines have adapted to this disruption through
deals with Airbnb structured differently. Late last year, Virgin America launched a similar partnership with Airbnb. Lufthansa ran a marketing campaign which offered seats on its premium economy cabin on Airbnb. This campaign made the point that being onboard Lufthansa is very much like a home away from home. KLM also used Airbnb in a novel way to reflect its brand by listing a sleepover aircraft on the service. But par tnering with Airbnb is not without risk. While the lure of disruptors is strong, traditional hotel par tners were angered by Qantas’ decision. Large chains which feel threatened by the unregulated Airbnb model filed complaints in correspondence with Tourism Accommodation Australia.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
