benchmark report
airline marketing
tv, print, ooh
KLM media app
toronto stopover
KLM KLM has launched a new KLM Media App for iOS and Android which lets passengers access a broad range of international newspapers on their smar tphone or tablet to download 24 hours prior to depar ture. Initially, KLM is offering a choice of thir teen newspapers: Le Monde, Wall Street Journal, USA Today, Die Welt, El Pais, De Telegraaf, China News Weekly, International New York Times, Financial Times, China Times, Financieele Dagblad, Volkskrant and Trouw; as well as KLM’s own inflight magazine, Holland Herald. The airline will add more papers and magazines in future.KLM tiered the publications travellers can access in keeping with their travel class and Flying Blue level. Offering passengers access to exclusive digital media is not entirely new. SAS has offered passengers a wide range of digitial publications through the SAS Newstand in the SAS app since the Summer of 2014. NOV 2016 ISSUE
AIR CANADA But there is a trend towards digital news offerings developing in the industry. The Airline Passenger Experience Association (APEX) recently repor ted during the APEX EXPO on the slow transition away from the distribution of paper-based news on aircraft. A survey of APEX members’ inflight media offerings conducted by PressReader, a digital platform featuring more than 5,000 publications, found that 70 percent of respondents had either stopped offering print media on board or planned to do so within the next five years. The main benefit is weight savings. Boeing equates removing the weight of print newspapers with “an annual savings of over $4.5 million for a fleet of wide-body aircraft operating 1,000 flights per day,” APEX repor ts. But this trend is not absolute. A separate study by Dawson Media Direct found that premium passengers— including Millennials—still have a strong preference for print.
Working with Tourism Toronto (and quite possibly inspired by Icelandair’s “Stopover Buddy” campaign designed to draw connecting international passengers out of Reykjavik airpor t to explore Iceland), Air Canada promoted a newly-launched free Toronto stopover policy by surprising passengers on flight AC857 (LHR-YYZ) with the offer of a 48-hour, all-expenses paid Toronto stopover. Five Air Canada passengers from the lucky flight who had ongoing connections said “yes” to the offer and stayed a bit longer in Canada’s largest city. The five passengers who opted in had their accommodations covered and were treated to fun local activities like the CN Tower EdgeWalk , a visit to the Ar t Gallery of Ontario and even a Segway tour of Toronto’s historic distillery district. Air Canada and adver tising agency J. Walter Thomson Toronto filmed the resulting experience for a television advert that
ran on U.S. Television and was also posted on YouTube. In a story at Marketingmag.ca , Air Canada’s Marketing and Communications Manager for Nor th America, Mark Sniderman is quoted as saying that the campaign – which also included digital displays, promoted social media posts on Twitter and Facebook , and online search ads – was aimed at dispelling some commonly held perceptions in the U.S. market specifically. “Americans primarily think of Air Canada as the airline to Canada,” he said, “They’re not aware we can take them to the corners of the Ear th.” This campaign was covered by some Canadian travel media like Canoe.ca, and on independent blogs , but the overall promotion could benefit from a more intuitive dedicated booking page .
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
