benchmark report
airline marketing
london calling
moana
CATHAY PACIFIC To launch its new Hong Kong International Airpor t-London Gatwick route, Cathay Pacific coordinated a unique quiz contest around the ‘London Calling’ theme. The airline set up red London phone boxes in various locations in Hong Kong and those who answered the phone when it rang were asked questions related to the UK. Small souvenirs located inside the phone booth provided hints to the answers. Those who gave the right answers to the questions, were told to open a safe inside the phone booth, where they found free tickets. The airline posted a video of the contest on YouTube and on Facebook . While the YouTube video had just over 3,000 views, the Facebook post had over 120,000 views, 1,600 likes and 200 shares. NOV 2016 ISSUE
HAWAIIAN AIRLINES Though it has a unique approach with a quiz element, the destination marketing and the use of an installation for this campaign is somewhat reminiscent of SNCF Railways’ interactive Doors to Europe , which encouraged passers-by to open the door to other European cities. Engaging the public at large in a momentary escape from their surroundings, aimed to inspire a journey, is an oppor tunity to surprise and delight both par ticipants and those who later view the promotion. Some of the comments posted to Cathay’s Facebook post illustrate this. More than one person expressed a combination of surprise and disappointment that they had walked past the booth and not thought to go inside. Others commended the airline for its clever marketing. “We’ll pay attention on everything around you,” one commenter promised.
Hawaiian Airlines has launched a new campaign in collaboration with Disney around the new animated film “Moana” and unveiled a custom “Moana”-themed aircraft at Honolulu International Airpor t. The design of the A330’s livery features four characters from the movie, the demigod Maui (voiced by Dwayne ‘The Rock’ Johnson), Moana (voiced by Auli’i Cravalho), and her two friends Heihei the rooster and Pua the pig. It is one of three A330 planes which will be decorated with images from the film which will be released in theatres in the U.S. on November 23, the eve of the Thanksgiving Day holiday weekend. Moana tells the adventures of a Hawaiian teenage girl who embarks on a quest to restore her people’s ancient role as master voyagers and runs into a fallen Hawaiian demi-god Maui who joins her in the pursuit. Accompanied by what will likely prove a popular soundtrack,
this film could become the big hit of holiday season. Hawaiian has made the most of the film’s charm by promoting its collaboration on social media. This included a fun exchange on Twitter with Dwayne Johnson. In a candid Tweet, Johnson remarks on the curious twists in life: “Grew up in Hawaii. As a young teen I’d fly @HawaiianAir and steal cologne from the duty free car t. Yrs later who would’ve ever thought...” To this, Hawaiian Airlines replied, “Mahalo for the aloha @TheRock! We totally forgot about that missing item from our Duty Free Shopping car t ;-)” Hawaiian has also launched a dedicated Moana flight tracker page, for the special aircraft, and recently released a time-lapse video which shows how the aircraft was decorated with the Moanatheme inside and out.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
