AIRLINE MARKETING MONTHLY August 2018
A LOOK AT SPECIAL AIRLINE LIVERIES Go Korean by Korean Air
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“Got Beef ” by Virgin Australia
AIRLINE MARKETING MONTHLY - AUGUST 2018 Contents: Introduction - 03 The Simplilive Show - 04 Go Korean (Korean Air) - 05 An ambassador of “modern, hip and bold ‘Koreanness’” “Strange and cheesy”? Depends on your perspective
Go Korean - Content hub Use video and photo galleries to promote a destination Allow people to tell their story, as opposed to using a voice-over
One too many (The UK Aviation Industry) - 11 Onboard together by Jet2 Airport Round-up - 15 Seoul Incheon Airport and K-Pop Macau Airport - Alien Invasion Finava - #LIFEINHEL London Stansted Airport - Plastic Waste Sculpture Dubai International Airport Music DXB LAX - Art Installations HSBC Airport Advertising A Look at apecial airline liveries - 23 HiFly - Save the Coral Reefs Embraer - Profit Hunter Hainan Airlines - Kung Fu Panda Icelandair and LOT Polish Airlines - 100 years of Independence Southwest - Shark Week Juneyao Airlines - Chinese Peony
China Airlines - Special A350 Livery Airbus - Beluga XL The A380, more than ten years on - 32 The “world’s most popular aircraft”? iFlyA380 The Isabelle Kumar case (Emirates) and The special olympics (United) - 36 Emirates orders family with dis abled child to get off flight United Airlines Superheroes Training for 60,000 staff Got Beef - Virgin Australia - 41 “A win-win” Cathay Pacific - Experience the life of a pilot - 43 Airline news round-up - 44 Summer family campaign British Airways easyJet Flybrary Hainan Airlines - Mindreader Jet2 - Hold my Hand Hawaiian Airlines - Voyager Star Alliance - The connection service Air France - Mathieu Lehanneur designed bar The Simpliflying Boston lab for C-level Executives - 51 Introducing Visible - 52 SOAR - The Secrets of the world’s best airline brands - 53 Airlines in this issue - 54
INTRODUCTION Welcome to the August issue of Airline Marketing Monthly! Welcome as well to the many new readers this month. If this is the first time you’ve seen it, this magazine is a monthly look at case studies and trends in aviation marketing. We profile campaigns that have caught our eye, and also look at wider topics. For example, in June we had a special edition devoted to World Cup campaigns. (You can download it here.) Rather than covering only news, we look to also provide commentary and learnings for the benefit of marketers working in the industry. We can do this thanks to SimpliFlying being the world’s leading aviation marketing strategy firm, with a track of record of having worked for 80+ airlines, including many of you reading this now.
This month we’ve led with special airline liveries. It’s a tactic that has been around for at least 30 years, but it is still going strong. The cover itself shows the A380 HiFly brought to Farnborough in July, but we also look at recent examples from Embraer, Airbus, China Airlines and Southwest among others. Other campaigns we feature include “Go Korean” by Korean Air as well as “Got Beef”, Virgin Australia’s answer to Air New Zealand stocking the Impossible Burger (which we covered last month) . Do you want your campaigns to be profiled in future editions? Get in touch and tell us about them. Dirk Singer dirk@simplivisible.com
AIRLINE MARKETING MONTHLY Published by SimpliFlying, 152 Haig Road, #13-04, 438791, Singapore, www.simpliflying.com CEO: Shashank Nigam, shashank@simpliflying.com Editor: Dirk Singer, dirk@simpliflying.com To subscribe, please register here.
THE SIMPLILIVE SHOW
Do you want analysis and commentary around aviation issues every day, as well as every month? SimpliFlying’s CEO and founder Shashank Nigam (and the author of SOAR) broadcasts a daily show on social media. There are now over 300 episodes to choose from, including 50 interviews with senior aviation executives. Here are some highlights from the past few weeks you might want to check out: Why did the recent Aeromexico flight 2431 crash not attract so much attention online and in the media? (Link) Why is the airline loyalty space today dramatically different from just a decade ago? (Link) Air France has launched branded stores- here’s why it’s a significant move for an airline brand. (Link) You can find more on our Facebook page, where you will find a new episode every day.
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GO KOREAN (Korean Air) It’s hardly a secret that South Korea is a growing economic powerhouse. However, although the role of innovators such as Samsung and LG is well known, the development of South Korea’s soft power is a relatively recent phenomenon.
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recent Nielsen Japanese and Korean Trends report, found that the preference of Hong Kong consumers was shifting from Japanese to Korean brands.
Over the past few years there has been a growing affinity worldwide for Korean culture, the most high profile example of which is K-Pop. At the same time, Korean cosmetics, fashion and food are also becoming much better known.
Meanwhile an article earlier this year in The Diplomat talks about South Korea’s successful efforts to promote the so-called “Korean Wave” in the Middle East. This has increased affinity in the region with Korean popular culture, in turn leading to a desire among younger, higher income consumers to visit the country.
This increased popularity of all things Korean is especially prevalent in the Far East and Middle East. For example, the
In the aviation sector, flag carrier Korean Air’s new “Go Korean” campaign seeks to firmly link the airline into this trend.
Airline Marketing Monthly - August 2018
An ambassador of “modern, hip and bold ‘Koreanness’” According to Korean Air, the aim of the campaign is to “introduce Korean Air as an ambassador of modern, hip and bold “Koreanness” to all of our global audiences.” Released in July, Go Korean takes the form of an online video ad, backed up by an extensive content micro-site. The video takes the form of an actor wheeling a suitcase along a corridor with flashing fluorescent lighting. We are then shown food being picked from a garden and being prepared by chefs as he walks past (the message being Korean Air has its own farms). After this he turns into a cartoon figure who ascends a set of aircraft steps, before becoming himself again and taking part in a K-Pop style dance. It then ends with him sitting in the Premium Cabin of a Korean Air aircraft.
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“Strange and cheesy”? Depends on your perspective Aviation blogger One Mile at a Time calls it “very strange and very cheesy.” Some Western European and North American viewers may well think so, but we’d point to the research we cited earlier in this article: Which is that Brand Korea is most popular in other Asian countries. Indeed,
the most recent monthly statistics from the Korea Tourism Organisation show 1.044 million visitors from East Asia and the Pacific compared to a much more modest 81,000 from Europe and 105,000 from the Americas. And while Korean Air does serve a wide range of destinations in Europe and North America, its route network is of course primarily focused on Asia. As a result, our hunch is that if you are
into Korean culture and / or live in Asia, then the film would not seem in the least bit strange (even though the ad is narrated in English). In fact, this writer neither lives in Asia or is a K-Pop fan but still found it both memorable and also a video that gets better the more you watch it. Shot in Bangkok, the video itself is a collaboration between Canadian and Chinese talent. It was directed by Montreal based studio Vallée Duhamel, which among other things is responsible for the Air Transat safety video we covered in our July edition. It was produced by another Canadian shop, Sailor Productions, while the ad agency behind the campaign and brand message is Ogilvy Shanghai.
Go Korean - Content hub Behind the video sits a detailed content hub / micro-site which promotes both the airline and destination. The sections promoting Korean Air start with a series of quirky gifs. For example, the page on first class has animations showing passengers doing everything from working to eating to (in one case) singing and dancing in their “Kosmo Suite.”
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Meanwhile the page on Korean Air inflight food includes a gif of a hand picking a tomato. There’s also a lot of content about Korea itself, which is really varied in scope and more often than not includes little video features. This includes a look at Korea’s “B Boys” (a breakdance crew), a studio that is training the K-Pop stars of tomorrow as well as “Korea’s hottest sauna craze.” The videos themselves were produced last year in collaboration with Korean Air by micro-documentary company ‘Great Big Story.’ The whole site reminds us very much of the kind of campaigns ANA has pro-
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duced in the past to promote Japan, which we’ve covered in previous issues. This includes “Is Japan Cool”, which has been running for 5+ years (and was our cover story in September 2017) as well as the Steve Aoki fronted “Experience Class” campaign (which we covered in March). Like the ANA campaigns, the content is of a very high quality and genuinely interesting. However, one final observation we would make is that the site navigation ends up hiding a lot of good content, unless you click through to the different subsections it is not immediately obvious that some of it is there.
Use video and photo galleries to promote a destination One key reason why Go Korean, as well as the ANA content sites we mentioned previously work, is because of the use of video and imagery. In fact, there’s a huge difference on the Go Korean site between these top five lists of things to see and do in Seoul and Busan from Monocle, and (for example) this mini documentary on “making South Korea’s secret sauce” (gochujang). Even though Monocle is a well known publisher, those pages seem threadbare. It’s just a list, with just a few pictures. You don’t get the feeling you are learning something new or an insight into the country. The little video features however really bring South Korea to life. They are engaging stories, that are just the right length (2-3 minutes) that draw you in and make you want to find out more.
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Allow people to tell their stor y, as opposed to using a voice-over In fact a follow-on observation we would make is to use local voices where possible. For us the most impactful videos are the ones where South Koreans did most of the talking and told the story, as opposed to ones where there was a North American voice-over. A particular good example of this “music and vinegar”, where brewer Ok-Ran Jung tells the story of how she is carrying on the family tradition of brewing Hanega Vinegar, which has been valued for its health benefits in Korea for over 3000 years. ANA does a good job of covering off these points. If you look at the Experience Class micro-site, there is no US or UK voice over. Instead the personalities they use for this campaign, Steve Aoki, Zoe Saldana and Scott Eastwood use photos and videos direct, with no narration. See as well our article on Seoul Incheon Airport’s K-Pop themed campaign in the airports section.
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ONE TOO MANY (THE UK AVIATION INDUSTRY) Not a week goes by when you don’t read a story in the UK media about passengers behaving badly on a flight after consuming large amounts of alcohol. Perhaps the most high profile example in July involved a London PR agency owner unsuccessfully taking British Airways to court after he claimed a group of tattooed Newcastle United fans on a flight to Las Vegas had behaved in a threatening manner,. He says this included them putting their feet up on his head-rest and blocking his seat back TV after sharing twenty bottles of wine on board. In response to the overall problem, a group of industry bodies has launched
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the “One too many” campaign. This includes the UK Travel Retail Forum (UKTRF), the Airports Operators Association (AOA), the International Air Transport Association (IATA) and Airlines UK (AUK) together. The ‘One too Many’ campaign seeks to remind passengers of the consequences of drinking too much when travelling. This includes a diversion fee up to £80,000 for the most serious in-flight incidents. The campaign is being rolled out via a national Facebook and Instagram social media campaign and in ten pilot airports across the UK, including Gatwick, Stansted, Manchester, Birmingham, Bristol and East Midlands Airports.
Onboard together by Jet2 Though airlines have welcomed the initiative, a number claim it doesn’t go far enough. One is UK leisure airline Jet2. In a statement, Jet2 MD Phil Ward pointed to the fact the airline has been running an initiative called “Onboard Together” since 2015, yet “incidents of disruptive passenger behaviour caused by drinking to excess show no sign of reducing.” As a result, he called for further measures including “sealed bags preventing the illicit consumption of duty free alcohol in the airport and onboard the aircraft, to more rigorous licensing standards in airports.” The airline says that Onboard Together “confirms our commitment to improving all our customers’ travel experience. We are very proud of this policy and we know that our customers value it too.”
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Indeed, while other airlines might want to hide incidents where disruptive passengers are thrown off aircraft, Jet2 actively publicises them. For example, in 2017 the airline removed a hen party from an East Midlands Airport to Majorca flight, due to one of the party wearing an “offensive” t-shirt and according to a Daily Mail report ripping it off in front of other passengers as well as using ‘colourful’ language towards staff. The case was covered extensively in the UK media, with the hen party initially painting themselves as victims of overzealous airline staff. In response, Virgin Atlantic boss Sir Richard Branson offered them free flights to Las Vegas. Jet2 stuck to its guns in the incident, releasing a post on its website titled “It’s your party and you’ll fly if you want to…but respect our crew and customers.” In a dig at Virgin Atlantic, Jet2 also stated that “there is probably another airline willing to compromise its principles and the satisfaction of other customers for cheap self-promotion.” Other examples of Jet2 acting towards abusive customers, which have been published on the Jet2 website include a stag party being offloaded and met by Police in Toulouse on a Birmingham to Ibiza flight, and singer Kyle Falconer (who the airline calls the “Air Rage Rockstar”) being ordered to pay Jet2 £14,000 in costs following disruption on a Glasgow - Reus flight. Another airline which has been calling for tougher action is Ryanair. In June, the airline called for no alcohol sales before 10am at airports and a two drink limit for passengers in airport pubs and bars.
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Key takeaway - the importance of following up your public statements: If you are a hen or a stag party lining up the pints in an airport pub or bar at 6am, then our suspicion is a series of airport posters or social media posts publicising the ‘One Too Many’ campaign won’t make a huge amount of difference. As a result, you could argue that the target audience of the campaign is the wider travelling public who want some kind of reassurance that action will be taken. That is why Jet2’s “Onboard Together” initiative is noteworthy. The airline is reassuring passengers while also following through in actually being tough on air-rage style incidents when they occur - and publicising this fact. This is very much on-brand, as it underpins other family-friendly campaigns such as the Ultimate School Trip (our cover story in May). It also turns potentially bad PR incidents into good PR. Alcohol consumption is part of popular culture and everyday social life in Northern Europe. People accept that once in a while someone
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who has had too much to drink ends up on board. What they do look out for though is airline’s policy and reaction. Here, Jet2 wins points for consistency, and we imagine many parents with children going on holiday will be reassured by it. Which makes the British Airways case of the businessman looking for compensation following his experience on a flight to Las Vegas all the more puzzling. While it is no surprise that BA defended itself in court, the Newcastle Chronicle reports that the airline’s lawyers told the court “It’s difficult to say what the staff could have done. “They told the passengers to sit down and stop harassing other passengers and they were ignored...BA cannot be held responsible for the actions of its passengers, for whom it is not vicariously liable.” From a perception point of view, this gives the impression that if there are enough of you and if you are strong enough, you’ll get away with it. Ideally the case should have been followed up with some kind of statement reassuring customers about the official BA policy.
AIRPORT ROUND-UP In the previous article we covered the “One too many” campaign being rolled out at ten UK airports. Here is a round up of other airport marketing activity that caught our eye.
Seoul Incheon Airport and K-Pop Our cover story this month is the Korean Air “Go Korean” campaign, where among other things the content hub includes a look at a K-Pop dance academy training the stars of tomorrow. Seoul’s Incheon Airport has likewise been including K-Pop in its marketing activity. In July the airport announced that it was teaming up with boyband BTS. In particular, the airport will be using eight animated characters created by BTS called “BT21.” These are now being used in social media activity as well as on airport signage.
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The eight characters are themed around what the airport calls “the eight delights of transfer.” These include dining, the relax zone and the airport transit tour. According to the Korea Herald, eight promotional films featuring BT21, have been produced and will be released via the airport’s social media channels.. For example in one film, three of the animated characters are sitting on airport benches. One of them is bored and another pulls out a leaflet featuring the free “Korea transit tour”, after which they all jump off the seats to go and take part. The airport luggage carts will also feature the BT21 characters.
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The aim of the campaign is to target younger travellers from throughout Asia, as 85% of travellers into Korea come from other Asian countries, of which 60% are millennials. BT21 was launched at the end of last year in cooperation with instant messaging network Line, through its “Line Friends” division. Line Friends has physical stores selling merchandise and fashion items in both Seoul and New York. Billboard magazine reported that thousands queued up in front of the Times Square, NYC, store on the day (16 December) BTS-themed merchandise originally went on sale.
Macau Airport - Alien Invasion Another airport, which has been using cartoon-style characters is Macau. Studio City Macau took over the baggage reclaim belts to promote its new “Alien Invasion” attraction. Baggage carousels included Alien Invasion style characters (which to be fair don’t seem to be intended to look scary) on top. Passengers are being encouraged to take a photo with the hashtag #AlienMIAadvertising and share on social media.
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Finava - #LIFEINHEL In November, our cover story was Finavia’s #LIFEINHEL campaign, where Chinese TV personality Ryan Zhu spent 30 days at the airport living in a purpose built cabin. Ryan Zhu was given a challenge of completing 30 daily tasks (ranging from trying out with the Helsinki Airport fire service to having to buy a set number of items over a certain time frame). At the end, Ryan Zhu and his family (who were flown in from China) went on a trip to Lapland as a reward. All the challenges were hosted on a special micro-site, with a short video created for each. Ryan largely spoke in his native Mandarin (with subtitles on the video),
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reinforcing the fact that both Finnair, and Finavia proactively target travelers from the Far East who use Helsinki as an East / West stopover. The campaign has now been recognised with a Bronze Lion at the Cannes International Festival of Creativity, for which there were 40,000+ entries. According to Finavia’s SVP, Director of Marketing and Communications Katja Siberg: “We compete in international airport business, so it is important for us to set ourselves apart from others. #LIFEINHEL offered an excellent tool for this by being a globally unique campaign that interested people all over the world.”
London Stansted Airport - Plastic Waste Sculpture Thousands of plastic bottles discarded at London’s Stansted Airport have been included in an art installation, highlighting the perils of plastic pollution in London. The 16ft building, built at London Zoo, is called Space of Waste. It was created by London-based artist and architect Nick Wood, and will house information about how people can contribute to tackling the plastic pollution problem.
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Plastic waste is being talked about more and more in the aviation and travel industries, with companies trying to reduce their dependance on plastic items. Stansted’s parent company, Manchester Airports Group (MAG), has given all 2000 staff a reusable hot drinks cup to reduce the number of coffee cups thrown away on site.
Dubai International Airport Music DXB Starting in November 2015, Dubai International Airport created a series of annual live music events at the airport called #musicDXB. The latest #musicDXB event took place on June 28th. Lasting ten hours, it was headlined by Newton Faulkner. As part of the pre-event build up, Faulkner created an improv song about airports and played it live on Virgin Radio. The event was livestreamed by listings website and magazine Time Out Dubai.
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LAX - Art Installations Two new art installations at Los Angeles International Airport (LAX) feature works by Los Angeles-based artists that reference physical and fantastical landscapes. Bia Gayotto’s three-screen video installation, Xing LA: From Altadena to Long Beach, documents the artist’s three parallel routes of travel— by train, by car, and by foot—from the mountains to the sea.
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Paige Smith’s site-specific installation, titled Lost Los Angeles, features thousands of handmade gold paper “geodes,” creating what looks like an enchanted excavation site glowing with geode growth for passengers to unearth. Both installations are on display through January 2019.
HSBC Airport Advertising HSBC has become synonymous with airport advertising. According to Campaign, the bank pioneered the concept of advertising on air bridges in 2001, and now has a presence at airports worldwide. Speaking to marketing publication The Drum, HSBC’s head of marketing Leanne Cutts said that airports are underestimated as an advertising medium: “It is an amazing media channel. Airports are one of those unique environments, one of the spaces that are actually growing as far as customer numbers are concerned.” Leanne Cutts’ comments coincide with HSBC announcing its biggest ever airport
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campaign, with the aim of bringing to life its role in “connecting the world”, as well as raising awareness of its “Together we thrive” brand promise. 79 different executions are being rolled out across 17 airports worldwide, each has a ‘global scene’ as seen through the bank’s Hexagon logo. The campaign will feature on airport walkways that together span 58 miles. The campaign will have the potential to reach 900 million passengers. Lead agency Saatchi & Saatchi has produced a short film showcasing the campaign.
A LOOK AT SPECIAL AIRLINE LIVERIES What are the worst special airline liveries of all times? According to the Points Guy blog, Southwest’s “Shamu” plane, Eva Air’s “Hello Kitty” jet and Austrian Airline’s ‘famous Austrians’ designs should all be on that list. When reading through those examples two things become clear. First of all, it’s very much open to taste and interpretation. Is the Eva Air ‘Hello Kitty’ jet so terrible? Plenty would beg to differ. With tens of millions of fans worldwide, Hello Kitty is the third highest-grossing
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franchise of all-time with an estimated revenue over $41 billion. Secondly, the list shows how long special liveries have been around for. For example, Southwest’s “Shamu One” first started flying 30 years ago - in 1988. So this is certainly not a new idea, indeed it’s a tactic almost every major airline has employed at one point or another over the past few decades. They continue to do so, because it works: Everyone passing through an airport these days has a smartphone with them. They also have time to kill.
So when they see an aircraft with an eye catching livery that stands out, the chances are that they will take a photo of it and share. Then each special livery has a number of PR opportunities attached. For an airline it can be a good way of promoting a commercial tie-up with a film or entertainment franchise (e.g the ANA Star Wars Jets), a major sporting event (see the examples in our recent World Cup special edition) something
happening in a destination (e.g. the Emirates Expo 2020 livery) or a good cause (Emirates ‘Say no to poaching’). With new liveries being unveiled every month, we’ll talk about nine recent designs that were unveiled over the past few months. These come from HiFly, Embraer, Hainan Airlines, Icelandair, LOT Polish Airlines, Southwest, Juneyao Airlines, China Airlines and Airbus.
HiFly - Save the Coral Reefs This Summer Portuguese airline HiFly became the fourth European airline to fly the A380. HiFly is a full member of IATA, with an all-Airbus fleet. However as a passenger you can’t actually book HiFly flights direct. Rather the airline is a widebody aircraft wet lease specialist, or as HiFly puts it, they are the “go to organisation for airlines when they need additional capacity.”
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Recent customers have included Norwegian, Thomas Cook and Air New Zealand.
Indeed, the first many customers will have heard of them is when they get a message prior to their flight.
As passengers can’t proactively choose to fly on HiFly, there’s an argument to say the livery is less important, the airline could just leave its aircraft all white. Or, they could go the other way and be more creative, as arguably not being in the business of selling seats gives them more and not less scope. That’s what HiFly did with its A380. Unveiled at the recent Farnborough Air Show, the A380 is painted in a ‘Save the Coral Reefs’ design in aid of the philanthropic initiative, the Mirpuri Foundation, whose President, Paulo Mirpuri, is also the President of HiFly. One side of the A380 is painted in dark blue displaying destroyed corals, while the other side is light blue, which represents an ocean with colourful and healthy marine life. Because there are no set HiFly routes, this aircraft could turn up just about anywhere. Or as HiFly says, “with this initiative, HiFly aims to amplify the campaign’s impact by reaching all corners of the earth and inspiring the change of collective behaviours.”
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Embraer - Profit Hunter Embraer is of course an aircraft manufacturer rather than an airline, but it too used the Farnborough Air Show to show off an aircraft with a special design - the E190-E2 “Profit Hunter.” Previous Profit Hunter designs featured a tiger and a golden eagle. This year, the aircraft had a shark theme. Embraer says that the choice of a shark is meant to represent the fact that both aircraft and animal have highly-efficient, evolved, streamlined designs, and sophisticated sensory & navigation systems. Both can go long distances and are ideal at adapting to new environments. 26 |
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Before flying to Farnborough, the ‘Profit Hunter’ paid a visit to London City Airport, where 60% of departures are made by Embraer aircraft. The use of the shark aircraft is interesting. Just like HiFly, Embraer is not a b2c brand, but it has still internalised a useful rule of thumb - everyone is ultimately a consumer. Even if they sit behind a desk and work with sales figures, that person still thinks like a consumer. S/he has the capacity to be surprised, amazed and enthused - and will remember and react better to you if that’s the reaction you manage to elicit.
In fact, the agency that came up with the Profit Hunter campaign, Gravity London, says that is exactly what happened. For the the 2017 Paris Air Show (when the golden eagle was used), the agency claims a 42% increase in brand mentions year on year, a 300% increase in reach, and a 1304% increase in engagement.
The shark design was created by Embraer employee Clodoaldo de Oliveira Quintana and implemented in just three weeks. Embraer’s impressive, heavy-weight presence at the airshow also included a daily web TV show, broadcast across the aircraft manufacturer’s social media channels.
Hainan Airlines - Kung Fu Panda Hainan Airlines’ Kung Fu Panda livery was launched a year ago, but we mention it as the airline has recently been running a “one year on” social media campaign featuring the creator of the designs, Hannah Foss. Hannah Foss is a young Alaska based designer, who submitted designs in an online competition along with almost 3000 others. This followed a partnership with Boeing, which delivered six Dreamliners to Hainan Airlines to be given a Kung Fu Panda makeover, and Dreamworks, the owner of the Kung Fu Panda franchise. As a result, this livery project had a number of different elements and stages, each of which allowed Hainan Airlines to get exposure and PR coverage from it. There was the initial announcement and Dreamworks / Boeing partnership, there was the competition, the process of bringing the winner’s design to life and the unveiling.
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Now, a year on, Hannah Foss is being profiled by Hainan Airlines on social media. The mechanic has been a series of Q&A themed videos, where Hannah Foss is filmed in Fairbanks, Alaska, answering questions from social media fans on her experiences.
Icelandair and LOT Polish Airlines 100 years of Independence Both Iceland and Poland celebrate 100 years of independence this year and in both cases the national airline has created a special livery to mark the occasion. Icelandair’s new “sovereignty” plane (the island gained sovereignty from Denmark in 1918) is a 757 designed to look like an Icelandic flag, and made its debut on a World Cup fan flight to Moscow in June. The 757 has a bit of aviation history attached to it. As Aviation24.be explains, it used to belong to Israeli airline Arkia, and in 2002 narrowly avoided getting hit by missiles af-
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ter taking off from Mombasa, Kenya. Poland’s 100 years of independence has resulted in LOT painting both a 737-Max and a 787-9 Dreamliner in independence themed colours. The front of the aircraft features an outline of Poland, after which red and white stripes lead to the back of the aircraft with the words “Proud of Poland’s Independence.” The 737-Max was escorted over Polish skies by F-16s of the Polish Air Force in a special independence day celebration.
Southwest - Shark Week Earlier, we mentioned the 1988 Southwest “Shamu One” aircraft, which was one of the first special airline liveries. In late July 2018, thirty years on, Southwest once again gave a number of its planes a nautical makeover. Five 737s were painted in a shark livery to mark “Shark Week.” This is the third year that Southwest has taken part in Shark Week, in partnership with The Discovery Channel, which (as the name
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suggests) runs shark themed programming over the course of seven days. However, Southwest has done more than just paint shark designs on its planes. It has teamed up with FlightAware, so that AV geeks can follow the progress of the five different Shark-inspired aircraft on FlightAware via http://swa.is/sharktracker. At the same time, the airline ran a shark week themed sale.
Juneyao Airlines - Chinese Peony Juneyao Airlines of China announced three special liveries prior to the delivery of its 787-9 Dreamliners from Boeing. This includes a “Chinese Peony” (flower) design, which the airline unveiled on Facebook.
According to Air Transport World, the other two liveries include a red design, to mark the Chinese national flag as well as a ribbon design, symbolising China’s One Belt, One Road initiative.
China Airlines - Special A350 Liver y China Airlines is marking the introduction of its 14th and final A350-900 by painting the aircraft in a special livery, where the rear of the aircraft incorporates Airbus branding. According to China Airlines, “The joint livery will feature China Airlines’ blue corporate identity colors interwoven with Airbus’ classic carbon-fiber pattern at the tail of 30 |
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the aircraft. The combination of high-tech style together with the beauty of traditional weaving symbolizes the fusion of Eastern and Western cultures.” China Airlines already has two A350s in service with special bird themed liveries, one features the “Urocissa Caerulea”, while the other is themed around the “Syrmaticus Mikado.”
Airbus - Beluga XL
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Finally, Airbus gave its Beluga XL cargo aircraft a whale theme, as befitting its size and name.
The whale-type smile was chosen by Airbus employees in a vote that attracted almost 21,000 participants
Stuff calls the Beluga XL, “the world’s strangest looking aircraft”, and its somewhat unique look is made even more striking with the addition of smiling whale face on the front.
The BelugaXL programme was launched in November 2014 to address Airbus’ transport capacity requirements. Five aircraft will be built between 2019 and 2023 to gradually replace the five BelugaST.
Airline Marketing Monthly - August 2018
THE A380, MORE THAN TEN YEARS ON
It’s been over ten years since the A380 first started flying commercially. That means a number of maturity milestones are being reached. For example, the first second-hand A380, originally from Singapore Airlines, has now entered service with HiFly - see our story on page 24. We’re also seeing airports and airlines hold ten year A380 celebrations. In March, London’s Heathrow Airport gave away goodybags and daily VIP experience passes. The latest ten year celebration comes from Emirates, which is of course the largest operator of the aircraft.
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Since its first flight to New York from Dubai on 1 August 2008, the Emirates A380 has carried more than 105 million passengers, clocking up more than 1.5 billion kilometres on 115,000 flights, equivalent to 39,000 trips around the globe. The airline marked the anniversary of that flight to New York through a series of commemorative videos and posts on its social media channels. Throughout the videos and posts, Emirates charts the different “aviation firsts” the A380 has notched up while in service with the airline.
That includes #HelloJetman - the formation flight in 2015 with the Jetman Dubai duo, conducted over the Dubai skyline and the Palm Jumeirah. With almost 25 million views on YouTube this was easily one of the most high impact marketing stunts of that year. Emirates also uses the A380 for a lot of one-off commemorative flights, the
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most recent being a flight to Islamabad on July 8th. Even though at ten, the A380 isn’t new, this one-off visit still generated a lot of interest in the Pakistani media, who treated it as a big news event. For example, Dawn talked about the A380 being welcomed in Islamabad with “pomp and style.”
The “world’s most popular aircraft” Indeed, it’s noteworthy how much of a PR asset the A380 still is for Emirates and the other airlines that operate it.
Again, none of these things are new, yet ten years on the enthusiasm is still there.
We saw this first hand at the Farnborough Air Show when the HiFly A380 was present on both the public and trade day.
And that enthusiasm extends to people in the cheap(er) seats as well. For example, see this blog post on “5 reasons why the Airbus A380 is awesome for Backpackers.”
Meanwhile, a post from ‘God Save the Points’ from April, talks about “why the A380 is the most fun for business and first class passengers”, the reasons given being the dedicated boarding doors, on-board showers and on-board cocktail bars.
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On its part, Airbus, cites research which says that 98% of A380 passengers would recommend the A380 to their friends and family, and 60% would make a special effort to fly on the airplane.
iFlyA380 Airbus has a special dedicated consumer-focused website, which is launched in 2016 to promote the A380. Airbus says that since then, it has seen “millions of visitors.” Among other the website tries to locate your nearest airport, after which it will allow you to search for and book A380 flights from it.
It will try and do so even if you are located by a regional airport. For example, iFlyA380 estimated that this writer was near London Southend Airport and suggested a somewhat creative routing to Los Angeles via Rennes and Paris CDG, which would take a grand total of 34 hours. As well as a booking engine and list of airlines that operate the A380, the Airbus micro-site includes a blog, which appears to be updated fairly frequently, as well as a “social wall.” The website is complimented by a mobile app. The iOS app was released in March and has been downloaded 40,000 times, while the Android / Google Play app was released on 25 July.
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THE ISABELLE KUMAR CASE (EMIRATES) AND THE SPECIAL OLYMPICS (UNITED) Emirates orders family with disabled child to get off flight In late July Emirates was the subject of negative coverage in media worldwide after airline staff at Dubai International Airport forced the family of Euronews TV presenter Isabelle Kumar to get off a flight about to leave for Lyon. The family had stopped in Dubai after an earlier flight from New Zealand. Staff had demanded to see a medical certificate for Isabelle Kumar’s son, Eli, who has epilepsy, autism and severe learning difficulties. Kumar had her Doctor email through the certificate, and the Dr also offered to speak to the cabin crew. However the family was still ordered to leave the aircraft, to the considerable distress of Eli.
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Emirates subsequently apologised to the family and put them on a later flight to Geneva. However speaking to Euronews, Isabelle Kumar claimed the airline had shown no contrition and called it a “slightly robotic apology.” Emirates also issued a statement to Euronews saying that “Emirates did not discriminate against Ms Kumar and her son in any way. Emirates followed the standard policies applicable for all medical cases.” At time of writing, this incident shows no signs of dying down, with Isabelle Kumar tweeting the chairman of Dubai Airports and the Emirates Group, accusing Emirates of distorting the facts. In fact, as of July 31st, there were 157 articles on Google News about this, with Isabelle Kumar keeping her Twitter following abreast of developments, and many of her followers now saying they will no longer fly Emirates. We are fans of Emirates, and have covered their campaigns in the past, but 37 |
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here we are surprised that the airline allowed this to spiral like this. The incident also shows some of the challenges families with family members with intellectual disabilities face and the importance of providing appropriate staff training. One airline which recognises that is United Airlines. United Airlines has been a global partner of the Special Olympics since 2017.
United Airlines Superheroes Most recently that included being a gold sponsor of the Special Olympics USA Games in Seattle in July. CEO, Oscar Munoz, joined a group of employees in greeting nearly 700 arriving athletes, coaches and volunteers at Seattle’s SeaTac International Airport (SEA). The airline had earlier flown four Special Olympics Athletes to take part in a new version of its ‘Superheroes’ themed ad. We originally covered the Superheroes campaign in January, when United Airlines unveiled it for the 2018 Winter Olympic and Paralympic Games. This new treatment carried the strapline, “helping Superheroes fly, proud partner of the Special Olympics.” 38 |
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One of the athletes who starred in the ad, 19 year old swimmer Nicolette Jones was surprised with the ad when she arrived in Seattle, with the Special Olympics filming her delight and reaction.
Training for 60,000 staff Perhaps the most impressive part of United’s support for the Special Olympics is what Business Insider called “a groundbreaking plan to help passengers with disabilities.” The airline has committed to training its 90,000 staff on “how to make flying for individuals with intellectual disabilities a more pleasant experience.” By the end of 2018 60,000 United staff will have gone through the training programme. United has also created a hub on the its website showcasing its work with the 39 |
Airline Marketing Monthly - August 2018
Special Olympics, complete with videos, pictures of the athletes involved in the ad campaign, and news stories. Key takeaway, be careful when hiding behind the rules United has of course been at the receiving end of some very bad publicity over the past eighteen months. Meanwhile Emirates is an airline that usually has an excellent brand reputation. However in this case Emirates got it wrong and United is getting it right.
Speaking to Business Insider Oscar Munoz claimed that the training programme for staff “ isn’t about commercial valuation. This isn’t about anything like that. This is something that’s always been near and dear to many of our employees.” Actually, we’d argue there is very much commercial sense in this. Over 1 in 100 people in many countries now have autism, so it simply makes sense to equip staff with the know-how and understanding to deal with passengers with intellectual disabilities so that you can avoid the kind of situation Emirates faced.
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Ideally every incident like this should be looked at, with the question asked how it’s going to play out if not decisively dealt with. A better way forward might have been a more personal response. For example, a call from a senior executive expressing sympathy and a willingness to help, assistance from an Emirates ‘concierge’ at DXB, and possibly even a flight voucher to be used at a later date.
So back to Emirates, what should the airline have done?
We’d then have recommended a statement about commitment to passengers with both physical and intellectual disabilities as well facts around it (e.g. ‘Emirates is proud to carry XX,000 thousand disabled passengers, here is the help we provide…”).
Emirates may well have been correct that it operated within the rules, but the problem with quoting the rulebook is that it can make you look wooden and impersonal.
A solution like that would have almost certainly have taken the sting out of the incident and might even have resulted in positive responses to an initially negative incident.
Airline Marketing Monthly - August 2018
GOT BEEF - VIRGIN AUSTRALIA
Last month we covered Air New Zealand introducing the (meat free) Impossible Burger on flights from LAX to Auckland. Though most of the reaction was positive, some politicians and farming groups in New Zealand accused the airline of harming the country’s beef industry by stocking a product which claims to be a vegetarian alternative that tastes, smells and even sizzles like the real thing. Enter Virgin Australia, which capitalised on the controversy by launching a search for New Zealand’s best beef, which will be served on all New Zealand to Australia flights. Virgin Australia says that the end result will actually be a bespoke dish, “designed to showcase the quality of local New Zealand produce.” The aim is to make the winning dish available to passengers on trans-Tasman flights as soon as October.
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As well as running its search for the best New Zealand beef, Virgin Australia has been taking its “Battle of the Burgers” (the New Zealand Herald) to the streets of Auckland. On August 1st, it teamed up with iconic burger bar “The White Lady” to give away 500 burgers. Virgin Australia has even managed to get Kiwi politicians sounding off about the beef issue (again). MP Mark Patterson, who had originally expressed outrage at Air New Zealand’s “Impossible Burger” move, came out supporting Virgin Australia. In a press release he is quoted as saying: “Good on the Aussies for recognising our world class beef and lamb, and I am delighted that our produce is being promoted by our closest neighbours. It’s great to see an airline backing our Kiwi beef farmers.”
“A win-win” In an interview with New Zealand news website The Spinoff, Patterson admits that the whole thing is something of a marketing stunt. The whole thing is “potentially a little bit opportunistic, but it’s a win-win. If they’re prepared to showcase our top-quality premium New Zealand red meat, then who are we to argue against it?” A win-win is how we see it as well. Virgin Australia has come up with a clever campaign, that must have been a lot of fun to develop. We liked how Virgin Australia reacted quickly but also thought about how to bring the campaign to life outside of social media, for example through 42 |
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the burger give-away in Auckland. There are also a number of further exploitation opportunities, from when the winning farmer / supplier is chosen to when the dish is unveiled on-board. As a result, Virgin Australia can keep on getting value from this campaign for months to come. Meanwhile it’s not necessarily a bad thing for Air New Zealand either. By now your mind will be made up - you’ll either love or hate the fact that the airline is stocking a meat free burger. However what this does is keep the Impossible Burger / Air New Zealand collaboration in the public eye.
CATHAY PACIFIC - EXPERIENCE THE LIFE OF A PILOT It’s now common for major airlines to profile staff, in particular pilots, on social media through short films. The aim is threefold. It’s a good way to get brand messages across and to showcase the airline, it humanises the brand, and it’s a good recruitment tool. One example is Cathay Pacific, which has been doing staff videos for a number of years. For example, in 2012 it ran a “day in the life” series, which netted a good amount of views. The day in the life of a pilot video received 800k views, while day in the life of a flight
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attendant has almost a million views. While not a sequel as such, Cathay Pacific came out with a “Experience the Life of a Pilot” video in July. While the 2012 pilot was a Western expat, the two pilots in the latest video are local, and largely speak in Chinese (with subtitles) on the video. “Ron” (we’re not told his last name) a B-777 pilot trainer talks viewers through the preparations prior to a Hong-Kong to Tokyo flight. As well as being narrated in Chinese as opposed to English, it’s different in style to the 2012 films.
Richard Clausen, the pilot who was profiled in 2012 in the “day of a life” series had a film crew follow him from his house to the airport and we learned about his journey from being just a simple AV Geek to flying for Cathay Pacific. This latest film concentrates much more on the actual Hong-Kong to Tokyo flight and the job of being a pilot, rather than Ron’s back-story.
covered in November). This follows a group of recruits going through the Delta training programme. Delta released the series alongside stats,
Nevertheless, just like in 2012, the reception has been good. So far the seven minute video has notched up 350k views on YouTube and another 3600 on Facebook. The importance of showing the people behind the company The aviation industry is currently facing a recruitment crunch when it comes to pilots. Last year in a report timed to coincide with the Paris Air Show, training organisation CAE estimated that the industry will need 255,000 new airline pilots by 2027. As a result, lots of airlines now do “day in the life” features where pilots, as well as other roles such as cabin crew, are profiled on social media. One example that we’ve covered in the past is Lufthansa Cargo, which regularly turns its feed over to pilots. Delta has even gone so far as to produce a whole eleven part reality-TV style web series called “Earning our Wings” (which we 44 |
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claiming it received 150,000 applications during 2016 for about 1,200 attendant positions. The airline said it conducted 35,000 video interviews and 6,000 in-person interviews to fill those spots. According to Delta, this means it is easier to get into Harvard than become a flight attendant for the airline. As a result, the message for “Earning our Wings” was indeed to show off the faces behind the company, but also to push the message that only the best can work for the airline (which in theory, in turn will encourage the ‘best’ to apply). Both the Delta and Cathay Pacific campaigns again show the effectiveness of online video in really bringing the role of a pilot or cabin crew member to life, as opposed to just relying on text and static images. So far Cathay Pacific’s “Experience the life of a pilot” video has had 350k views.
AIRLINE NEWS ROUND-UP Here are a number of other campaigns and initiatives that caught our eye.
Turkish Airlines - Lego Safety Video Last month we had a feature on airline safety videos. The latest airline to produce one is Turkish Airlines, which has come up with one starring the characters of the Lego Movie. It’s hard to come up with something genuinely different, but by having Lego figures (and stars) run passengers through the safety demonstrations (complete with cartoon sequences and song and dance routines), Turkish Airlines has succeeded.
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Yahoo! News called it “highly amusing, and filled with cameos”, while SYFY Wire says “marvel at how enthralled you could be at something you’ve probably seen countless times.” Separately, Turkish Airlines is sponsoring CNN travel show “Quest’s World of Wonders” fronted by veteran presenter Richard Quest.
Summer family campaign - British Air ways British Airways released a survey which showed that on average, kids take their first flight when they are four years old. The survey release coincided with the peak (Northern hemisphere) Summer travel season, where families and kids of course form a large proportion of passengers. The survey comes as the airline says it has introduced a number of new initiatives at London’s Heathrow Airport; including family boarding passes, a dedicated check-in area and fast-track security exclusively for travellers with children under 12. As well as finding out when kids fly for the first time, BA also polled parents on their top fears. These include keeping kids entertained (42%), disturbing other passengers (35%) and the pressure in the cabin causing them problems (29%).
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easyJet Flybrar y In August of last year, we covered a programme run by British LCC easyJet, where 147 “Flybraries” were placed on board easyJet aircraft over the Summer months with the objective of getting kids to read (as opposed to staring at their iPad etc for the whole trip).
easyJet has now extended its Flybrary programme by launching a creative writing competition for travellers aged 6-12 for a chance to win flights for the family.
Hainan Airlines - Mindreader Hainan Airlines has released an ad called “Mind Reader.” In it, a group of Hainan Airlines cabin crew walk through various Paris and then through a beach that we assume is on Hainan Island itself. Throughout the ad they anticipate various members of the public’s needs. For example, a woman reading in the evening at an outdoor cafe, has a lamp lowered onto her after one of the cabin crew waves her finger. The ad can’t have been cheap to produce, yet we could see next to no fol-
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low-through on social media or via PR (e.g why not run a campaign around the mind reader theme?) Other than a few social media posts with little explanation and one or two spots on ad trade sites there seems to be nothing - at least at time of writing.
Jet2 - Hold my Hand A lot of airlines have music or a certain song they play on their aircraft while passengers are boarding and / or it is waiting to take off. For Jet2 that song is “Hold my Hand” by Jess Glynne. The song has also featured on airline ads in the past.
Unfortunately, according to the British media, Jet2 passengers have now been hearing the song so often on repeat, especially when delayed, that they are starting to complain and in some cases threaten to stop flying Jet2. Britain’s biggest tabloid newspaper The Sun ran a story claiming “Brits are SICK of hearing Jess Glynne’s Hold My Hand pop song on Jet2 flights”, the Northern Echo said “People are fed up”, while the story even made the Australian media with News.com.au reporting that “this song is driving people crazy on flights.” In response, a Jet2 Spokesperson told the Independent newspaper “Our Hold My Hand concept is very popular with customers, and we receive a huge amount of positive feedback about both the advert and the song.”
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Hawaiian Airlines - Voyager
A case-study published by Google claims that Hawaiian Airlines managed a 185% increase in flight bookings and a 69% reduction in passenger cost acquisition through an innovative use of search + video advertising. Earlier this year, agencies Cole & Weber and Mediacom used google search ads for terms such as “Hawaiian Airlines” and “flights to Hawaii” It then created a set of 15-second and 30-second video ads using the company’s market-specific brand creative and YouTube’s direct-response format, TrueView for action.
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Star Alliance - The connection ser vice
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Star Alliance is running a campaign to promote its “Connection Service” at key member hubs.
flight and flag any cases where a customer and any checked bags appear at risk of missing the connection.”
Star Alliance says that the Connection Service “springs into action if an incoming flight is delayed. Connection Service staff monitor the transfer window for passengers with an onward
An ad shot by Atomic London brings the service to life by showing a man being taken on a high speed buggy ride through Frankfurt Airport to make his connecting flight.
Airline Marketing Monthly - August 2018
Air France - Mathieu Lehanneur designed bar According to Forbes, Air France has just opened the “world’s coolest new airport bar.” The airline received this praise following the unveiling of the new business class lounge at Paris CDG, where the “Le Balcon bar” has been designed by designer Mathieu Lehanneur
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passengers can relax and enjoy the comfort prior to their flight. Each box is upholstered in blue velvet and features a large sofa, a pedestal table and connectivity services.
As well as Forbes, the design press is swooning over the new space. Design Milk claims it will “want to make you miss your flight”, while Wallpaper talks about “cloistered exclusivity.”
At the centre, the designer has integrated a LED screen into the parquet floor depicting an image of the sky. From daybreak to dusk, this giant window of light imitates the variations of the day in real time.
The Mathieu Lehanneur designed space includes a central bar and a succession of outlying theatrical box seats where
The cocktail menu for the bar has been developed by the Hotel Lancaster in Paris.
Airline Marketing Monthly - August 2018
THE SIMPLIFLYING BOSTON LAB FOR C-LEVEL EXECUTIVES This year we’ve had highly successful marketing innovation labs in Singapore and Miami, and on Sept 4th we’ll be coming to London.
three topics, namely the future of the digital passenger experience, integrating bots with humans and the future of airline ancillaries.
On September 23rd we’re then moving to Boston, where we are going to unveil something new.
Throughout the day, lab attendees can expect unprecedented knowledge exchange amongst peers on how to build a remarkable airline marketing strategy that unlocks potential revenue while working to overcome the challenges of delivering an excellent digital passenger experience in what is a notably complex industry.
In partnership with the APEX EXPO, the airline industry’s largest passenger experience event, we will be running first SimpliFlying Airline Marketing and Digital Innovation Lab solely dedicated to airline C-level executives. 30+ top airline marketing and digital executives will join the private, invite-only event for a full day of intense peer-topeer learning and sharing sessions. The core focus of the Boston Lab will be on
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These will be accompanied with experiments, panel discussions, as well as the participation of subject-matter experts and world-renowned speakers. The Lab in Boston will be the 8th Airline Marketing Innovation Lab in the series.
INTRODUCING VISIBLE Visible is the content marketing division of SimpliFlying, with a particular emphasis on visual campaigns that adopt social video and photography. We also work extensively with influencers and can develop campaigns that bring them to your brand. Take a look at our introductory presentation, as well as the magazine we produced on visual social media and airlines in May. Then, get in touch. We’ll gladly put some ‘starter for ten’ ideas together for you on a no obligation basis. Find out more
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SOAR - THE SECRETS OF THE WORLD’S BEST AIRLINE BRANDS SOAR is the first book to chart the journey of exceptional airline brands through eyes of the very people who made it happen – the employees. In writing this book, SimpliFlying CEO Shashank Nigam has drawn on his experience of helping 80+ brands become remarkable. For more details on how to order copies for you, or your team, go to our website.
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AIRLINES IN THIS ISSUE Here are the airlines and aviation companies we’ve covered in this issue. Is there a campaign you want us to know about? Email dirk@simpliflying.com. We’ll also be at Farnborough this year, meet us there! Airlines in this issue
Other brands
Air France British Airways Cathay Pacific China Airlines easyJet Emirates Hawaiian Airlines Icelandair HiFly Hainan Airlines Juneyao Airlines Jet2 Korean Air LOT Southwest Turkish Airlines United Virgin Australia
Airbus Dubai International Airport Embraer Finavia HSBC LAX Macau Airport London Stansted Airport Seoul Incheon Airport Star Alliance
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AIRLINE MARKETING MONTHLY August 2018
