benchmark report
airline marketing digital
bringing you the best flavors of the world
athlete of the year
SINGAPORE AIRLINES
AIR CANADA
Singapore Airlines has released a new video on its YouTube channel (25,592 followers) called ‘Bringing You the Finest Flavors of the World’. In just one month, the visual spectacle has been viewed more than 700,000 time on YouTube and even more elsewhere.
The video opens with the aforementioned tagline appearing in black letters and surrounded by the five feature meals. Next though, we see gigantic fingers reaching into a microscopic herb garden, grabbing just a few small rosemary leaves… and we know something special is about to happen.
The unique and unforgettable ‘miniature world’ style of the video takes after the airline’s last viral clip , which amassed over 1.75 million views on YouTube. Both videos use tiny versions of airline product and services to illustrate the well-known tagline ‘At Singapore Airlines, No Detail is Too Small’.
It’s truly remarkable how the Singapore chefs use tiny utensils (smaller than toothpicks), tiny bits of meat and diced vegetables, and even a miniature stove and pans to prepare gourmet meals served on plates smaller than a child’s hand. In the end, the dishes are shown next to their fullsize counterpar ts, looking quite identical.
The aim of the video is to draw attention to the airline’s Book the Cook menu, which allows premium travellers to book one of five international meals from an exclusive menu, up to 24 hours before flight.
This video was also pushed out through Singapore Airlines’ Twitter (tagged with #NoDetailTooSmall) and Facebook account , where it has a whopping 2.8 million views and more than 47,000 likes.
DEC 2016 ISSUE
As a proud sponsor of Canada’s Olympic team, Air Canada flies the country’s athletes around the world to compete and train, but the effor t does not stop there. The airline is also active in non-competition years, helping raise the profile of Canadian Olympic athletes (and themselves) by regularly engaging the public and media to drum up excitement. The Air Canada “Athlete of the Year” launched in 2012 as a par tnership with Canadian Olympic Committee. Every year since then, it has recognized one Canadian spor ts figure who embodies the ambition, drive and ability of the nation – as voted by the public. This year the contest was open from November 21st to December 2nd and Canadians could vote for one of three finalists (Derek Drouin , Rosie McLennan and Andre De Grasse ) selected by a
committee of stakeholders including Air Canada, the Canadian Olympic Committee, the former winner, the government and the media. The three finalist athletes each got a bio page at special microsite where folks could learn more about them and how to follow their journeys. Though modest in scale and reach, this contest (which offers round-trip economy tickets, ex-taxes and fees, to a randomly selected voter and First Class tickets plus one year elite status and a page in enRoute Magazine to the athlete) succeeded in showing the airline in a patriotic light, and also won in write ups from Yahoo Sports , TheObserver.ca and the Canadian Olympics website . The contestants themselves also helped to spread the word about Athlete of the Year through their own web pages and social media accounts.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
