benchmark report
airline marketing
tv, print, ooh
travel to the U.S. while you still can
welcome to experience class
ROYAL JORDANIAN Although many carriers around the world poked fun at this year’s bruising, often farcical U.S. presidential election, few were as darkly funny and hard-hitting as the Election Day promotion run by Royal Jordanian Airlines. The official flag carrier of Jordan, the Amman-based carrier offered discounted fares in both their Crown and Economy Class on flights from Jordan to popular U.S. destinations like Chicago, Detroit and New York City, while cheekily urging Muslim passengers to “Travel to the U.S. while you’re still allowed to...just in case he wins.” Playing on President Elect Donald Trump’s controversial campaign promise to ban all Muslims from entering the United States – Trump has since softened his tone a bit to a policy of something he calls “extreme vetting” – the campaign generated close to 14,000 shares and likes on the airline’s DEC 2016 ISSUE
ANA Facebook page with more than 2.3K overwhelmingly positive comments to date. And like President Elect Trump himself, Royal Jordanian’s highly unusual ad campaign made headlines around the world on Election Day and beyond and has been written up everywhere from Business Insider UK to the digitally native news outlet Quartz and even NBC News . On Twitter, where hilarious, Muslimgenerated tweets like those bearing the humorous hashtag #MuslimsReportStuff went viral in the last few weeks of the election, Royal Jordanian’s original tweet about the promotion has already been favorited 2.7K times and retweeted a whopping 4.7K times in less than a month. And those are numbers that even President Elect Trump would deem tweet-wor thy!
Although hardcore Star Wars fans the world over know Tokyo-based All Nippon Airways (ANA) mostly for their cool C-3PO, R2-D2, and BB8-themed liveries, most stateside travelers have never even heard of the airline.
Japan for work or play (or sometimes both), the pulse-pounding TV spot features music from Grammy-nominated Electronica ar tist Steve Aoki who also provides curated Spotify playlists via the carrier’s IFE system on some flights.
Hoping to rectify that situation in a big way, ANA launched a new long-term promotional campaign aimed squarely at U.S. passengers flying to Japan entitled: “Welcome to Experience Class” .
Showcasing ANA’s world-class inflight amenities, the campaign was also designed to highlight the impor tance of enjoying the journey as well as the destination, no matter where you sit in the cabin. Already viewed by more than 7.5K viewers on YouTube in less than a month, the spot has also been written up online on such hugely popular sites as Travel Pulse , UK Business Insider and Billboard , and with a dedicated Experience page and future par tnerships with other music, pop culture and fashion world tastemakers planned for later this year, it’s looks like ANA expects this experience to go the distance.
Highlighting not just the many wonders of Japan but also the unrivalled culinary delights and luxury of flying on the number one airline in Japan, the campaign hopes to redefine the meaning of “class” in the air by offering all passengers, across all classes, a unique and immersive experience from the moment they step on board. Geared primarily towards hip, adventurous millennials and baby boomers traveling to
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
