benchmark report
airline marketing
social
delta runway reveal
#InspiredBy
DELTA Delta Airlines has debuted new uniforms for its cabin crew, ticketing and agents, guests services, and ground staff designed by American couturier Zac Posen . The airline launched the new uniforms with a fashion show transmitted to the world by live Facebook video-feed on the 18th of October. Delta Air Lines announced the Facebook video-cast in advance, to generate interest and ensure greater engagement. It also concurrently shared clips and images from the catwalk on its Twitter account. At peak times, the video had over 60,000 viewers interacting with the brand by marking the video with hear ts and likes, and commenting live. One feature which made this uniform launch special was that the models were NOV 2016 ISSUE
LUFTHANSA real Delta Air Lines staff. They displayed genuine pride in their new look and had fun with modelling—balancing between a traditional catwalk strut and a bit of lively showing off. After the event, the airline posted the full video to its Facebook page where it has since received over 140,000 views. Delta has continued to use the popularity of its new uniforms to the brand’s advantage by sharing a video of the process, from design to debut, also posted on Facebook. The hashtag #DeltaRunwayReveal was used throughout to tie-in shares and comments of the event on Facebook, Twitter , and Instagram . Zac Posen also shared a video of the runway show as well as images of the new uniforms on his social media channels.
This October, Lufthansa launched a new storytelling campaign designed exclusively for social media which tells the story of how travel influences our personality through the experiences of two Danish designers of Japanese heritage: Satoru and Kiyoshi Inoue. The theme of the story is Heimweh. Heimweh is something akin to homesickness. As Lufthnasa defines it: “Heimweh [ˈhaɪ̯mˌveː] (German) = longing to travel to a place where you feel at home and where you can be completely yourself.” The campaign was launched with a video on YouTube (1.2 million views) which shows the two brothers on a personal journey returning to the place they call home. Lufthansa explains that though the Inoue brothers grew up in Denmark, they have always felt more connected to the country of their parents. Their fascination with the relationship between humans and nature leads them on a journey back to Japan, where they explore their identities. The
story follows their progress to Yakushima and Kagoshima. There, they visit Sakurijama, the mystical volcano of their father’s bedtime stories. This inspires them to launch an ar tisan ceramics line, using volcanic ashes. By exploring their family’s origins the two reconnect with their heritage and revive the memories of their late father. “The story of the Inoue brothers shows how impor tant it is for some to discover their own roots – regardless of their country or nationality. We as an airline can thus inspire people and would be delighted if the campaign encouraged people across all social media platforms to reflect on their own sense of home,” says Alexander Schlaubitz, Head of Marketing at Lufthansa. As par t of the storytelling campaign Lufthansa also set up a dedicated microsite to collect images and shor t video snippets of the two brothers’ journey marked with the #inspiredby and #Heimweh hashtags which help complete the story.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
