Airline Marketing Monthly December 2018 - Issue 73
WestJet
Christmas Miracle Introducing the SimpliFlying Global Institute 2018 a year in review
Airline Marketing Monthly - December 2018 Contents Royal Brunei - Nonstop to Brunei 38 Surf Air - Surf Air Express 39 VietJet - Love Connection 40 WOW Air - WOW Air Honeymoon 41
Introduction 03 A year in review, our cover stories for 2018 04-09 WestJet - Christmas Miracle 10-12 Air New Zealand - The Nicest Christmas Ever 13-14 Etihad - Choose Well 15-17 Joon - Cosy Joon 18-19 KLM - We are an airline 20-21 Air China - Land your dream 22-25
Airport Campaigns London Heathrow Airport - Christmas Bears 42 Munich Airport - Christmas market 43 Montreal-Trudeau Airport - YUL Pet Squad 44 Istanbul New Airport 45 Tokyo Haneda Airport - Sky Illumination 46 Singapore Changi Airport - Changi Wizarding World 47
Introducing the SimpliFlying Global Institute 26-27 Airline campaigns airBaltic - 100th anniversary 28 American Airlines - Snowball Express 29 ANA - Culinary Journeys 30 Arkia - A321L launch 31 Boeing and China Southern - 787th Boeing 787 32 BrewDog - BrewDog Airlines 33 British Airways - Kingdom Choir onboard 34 Flybe - Short Break Survey Report 35 flybmi - Seats for startups 36 Hong Kong Airlines - Special edition keychain 37
How Airline Marketing Can Rule The Age Of Enragement – Presentation From #ALTAForum 48-49 Up close with Duncan Bureau, President of Air Canada Rouge 50
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.
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Airline Marketing Monthly • December 2018
introduction Welcome to the final 2018 edition of Airline Marketing Monthly, and our biggest one of the year! Here are a few highlights from the current edition: The year in review looks at our eleven cover campaigns f rom January to November. Congratulations to American Airlines, ANA, British Airways, Delta, HiFly, Icelandair, Jet2, KLM, Lufthansa (twice) and SAS who each made the cover of AMM Our final cover story and campaign then goes to WestJet’s annual Christmas miracle, which this year has an international flavour to it, as the airline is starting to promote itself more as a global brand. Have you made the switch to an airline marketing department from another industry? Then the training courses being offered by the SimpliFlying Global Institute are for you! The courses launch in 2019, though you can get a special early bird rate now Two featured campaigns, which we question for different reasons are ones from Etihad and Air China. We’re not convinced Etihad’s new global brand platform (“Choose Well”) works, and we explain why. Meanwhile Air China’s new ad campaign has received an outlandishly high number of views on YouTube - we look at why that might be. Other brands featured in this issue include Air Baltic, Hong Kong Airlines, London Heathrow Airport and China Southern. Finally, have you got any campaigns coming up that we should know about? Email me at editor@airlinemarketingmonthly.com Dirk Singer Editor
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A year in review our cover campaigns Over the past year, we have featured almost 300 airline and aviation marketing campaigns in the magazine, with twelve monthly cover campaigns. The December cover is WestJet’s Christmas Miracle (see next article). But who did we feature on the front of the magazine from January to November?
january KLM ‘Pack Assistant’
February Lufthansa ‘Explore the New’
March American Airlines ‘The Bonnie Awards’
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Airline Marketing Monthly • December 2018
January KLM ‘Pack Assistant’
showed off the new livery in Frankfurt, to staff, journalists, bloggers and select social The latest in a series of tech media influencers. The innovations by KLM, the Pack flying crane remains, but rather than a blue and yellow Assistant was our first cover design, Lufthansa has gone story of the year. (almost) all blue. Running via KLM’s BB Though the logo change Bot, and the Google Home was controversial, the way service, the bot asks you where you are travelling to, Lufthansa told the story of the brand refresh was when you plan to go and excellent, and a model for how long you plan to stay. other brands to follow. From there, BB provides March a list of recommended American Airlines supplies you will likely ‘The Bonnie Awards’ need to make your stay a successful one. American Airlines worked with the Film Independent February Spirit Awards, to create the Lufthansa ‘Bonnie Awards’, which ‘Explore the New’ recognises independent female film-makers. Who has the oldest airline logo in the World? The The name was inspired by answer is Lufthansa, where Bonnie Tiburzi Caputo, who the German architect became the first female pilot and designer Otto Firle to fly for a major U.S. airline designed the iconic ‘flying when she joined American, crane in a circle’ logo in and the prize is substantial 1918 for Deutsche Luft- it involves a $50,000 grant Reederei (DLR), Lufthansa’s from American to the winner. predecessor. On 7 February (but leaked well beforehand), Lufthansa
This year the winner was Chloe Zhao, who produced,
directed and wrote the Western drama “The Rider.” April ANA, ‘Avatar XPrize’ Part of the airline’s ongoing ‘avatar’ initiative, the $10 million ANA Avatar XPRIZE allows teams around the world to enter and “accelerate the development of a multipurpose avatar system that will enable us to...interact with physical environments and other people through an integrated robotic device.” The driving force behind the initiative are ANA employees Akira Fukabori, Market Communication Intrapreneur, and Kevin Kajitani, Digital Design Lab Intrapreneur. In 2015 they won an XPRIZE themselves, where they reimagined transportation. This took them on a journey where they eventually persuaded their bosses at ANA to put $10 million behind the development of avatar technology via the XPRIZE partnership.
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june Icelandair ‘Team iceladair Stopover’
May Jet2, ‘The Ultimate School Trip’ According to UK leisure airline Jet2, “School trips help to create some of our best school memories. Inspirational locations, learning outside the classroom and the joy of travelling with your best mates all make school trips magical.” This insight led the airline to launch it’s
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“Ultimate School Trip” campaign, last November, with the actual trip taking place at the end of April 2018. A hugely impressive 1600 school classes across the UK took part in the competition, where the prize was a trip to Sol Katmandu Park & Resort in Majorca, with the campaign fronted by two British kids’ TV personalities (‘Dick and Dom’).
June World Cup edition, Icelandair ‘Team Iceland Stopover’ We dedicated a lot of the June edition to World Cup campaigns, but our cover story was the Icelandair ‘Team Iceland Stopover’ campaign, where Icelandic national team players developed different stopover experiences.
Airline Marketing Monthly • December 2018
Passengers could apply for one of these experiences on a micro-site, and while they were in theory football themed, they involved much more than just hitting a ball around a pitch. Experiences included the chance to attend a local Reykjavík match, where you would learn to ‘support like an Icelander’, while the “Goal in One”
july Delta ‘Summer Wall’
experience actually involved hitting nine holes of golf in 90 minutes. Finally, the airline gave away ten chances to join the Icelandic team supporters’ club “Tólfan (The twelfth man).” July Delta ‘Summer Wall’ Last year we profiled the Delta Dating Wall. This was a
campaign launched in cooperation with dating social network Tinder, where people could take their photos in front of Delta destinations such as London, Paris, Los Angeles or Moscow.
York. In a campaign developed by ad agency W&K, the wall featured the “pilot alphabet” - e.g “Mike”, “India”, “Golf”, “Hotel”, “Tango” etc. - in a mural created by Amsterdam-based Australian artist Karan Singh.
at the long-standing practice of airlines to produce special liveries for their aircraft for marketing purposes.
We featured a number of different airlines, but for our cover we chose HiFly, which painted its This was followed up A380 in a ‘save the over the Summer of coral reefs’ livery 2018 by an Instagramin association with worthy “selfie wall”, charity the Mirpuri August which was once Foundation, whose HiFly ‘Save the again situated in President, Paulo coral reefs’ the Williamsburg, Mirpuri, is also the Brooklyn area of New In August we looked President of HiFly.
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August HiFly ‘Save the coral reefs
September Lufthansa Worldwide Sneaker Day Earlier in the year as part of its rebrand, Lufthansa released a number of limited edition items that staff could buy. One was a pair of sneakers, produced in association with Adidas. In September, the airline then held a Worldwide Sneaker Day, where employees could wear the special edition sneakers (or any other sneaker, preferably white).
October British Airways and Heathrow ‘Freddie for a day’ To mark the new “Bohemian Rhapsody” film, and the fact that Queen frontman Freddie Mercury used to be a baggage handler at Heathrow, British Airways and Heathrow Airport arranged for a group of 2018 baggage handlers to perform ‘I want to break free.’ Other Queen related activity took place at Heathrow included the arrivals boards being transformed so that cities and flights turned into Queen songs (e.g. BA 1977 was listed as coming from “We Will Rock You”)
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November SAS ‘The Arrivals’ The latest in a series of campaigns by SAS under the theme ‘We are travelers’, The Arrivals looked to capture and own the emotions and experience of what happens when you
have friends and loved ones waiting for you in arrivals. The campaign featured a photographer and filmmaker being in CPH for a full week, looking to capture spontaneous moments. ■
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WestJet Christmas miracle In 2013, WestJet launched its first “Christmas Miracle” - that year 250 passengers on two Calgary bound flights were surprised with presents on the baggage conveyor belt on arrival, that they had previously requested from ‘Santa’ before take-off. That 2013 video has subsequently been viewed almost 50 million times. 10
Since then WestJet has arguably created the stand-out airline Christmas campaign of the year, owning Christmas in the same way as Air New Zealand ‘owns’ safety videos. Subsequent Christmas miracles have included a surprise Christmas celebration for the residents of Fort McMurray, Alberta,
Airline Marketing Monthly • December 2018
who had been affected by the devastating 2016 forest fires, as well as a 2014 Christmas party for the residents of Nuevo Renacar in the Dominican Republic, complete with mounds of fake snow. This year, WestJet’s Christmas miracle is going global and celebrating Christmas traditions from
around the world in places as far afield as Australia, Japan, Haiti and the UK. A Christmas Advent Calendar has a daily video under the heading “Uniting Through Traditions”, with a new one being released every day. Each shows the airline’s “Blue Santa” character going to a different place around the world to showcase that country or city’s Christmas tradition. For example, on December 4th, Blue Santa was shown going to Sydney and having a Christmas BBQ with some friends on Bondi Beach, before going surfing. During his journey, Blue Santa has also been surprising people with reunion experiences. For example, on December 2nd, he’s shown in London. A group of people are told they are starring in an ad, before being reunited with loved ones.
This year, WestJet’s Christmas miracle is going global and celebrating Christmas traditions from around the world in places as far afield as Australia, Japan, Haiti and the UK.
decker bus, and a woman reunited with her boyfriend who she originally met in Las Vegas - with their story having an extra twist as they met on the night of the Route 91 Harvest Festival shooting.
By participating in the contest each participant is then entered to win roundtrip economy airfare for two anywhere WestJet flies.
Though we were only able to view a few of the videos at time of writing, producing several dozen like this was At the same time, the airline is encouraging people obviously a huge endeavour to create their own reunions for the airline. In addition to which there was a quick through WestJet’s location finder - an interactive global turn-around for each. map. For example, the London This includes two Canadian Participants can enter their video released on December parents reunited with 2nd, already shows a location and the location their daughter in front of London that has Christmas Hamleys toy store on Regent of a loved one and WestJet will suggest a great place for decorations up. In fact, Street, a couple reunited WestJet said that they filmed them to reunite. with their best friends on the London reunions on 12-13 the top of a London double December 2018 • Airline Marketing Monthly 11
November. WestJet told Airline Marketing Monthly that the global nature of this year’s Christmas miracle is deliberate - as is the inclusion of cities such as Tokyo or Sydney, which the airline doesn’t fly to (and has no plans to at the moment): “As WestJet sets it sights globally, we look forward to a world of opportunity. WestJet’s Advent Calendar and contest is symbolic in that we have so many
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doors opening with the procurement of our new 787 Dreamliners. Locations are not teasers of what destinations are to come, but teasers of the opportunity for our company’s growth.” The 16 countries WestJet chose for the campaign, “also left us room for other content pieces and surprise and delights over the month of December. We also selected those
Airline Marketing Monthly • December 2018
destinations because they are all accessible via our WestJet Rewards Member Exclusive Fares.” Last month we wrote about WestJet’s new brand positioning “Love where you’re going”, that seeks to build the airline’s reputation as more of a global brand. This coincides with the planned introduction of its first three international Boeing 787-9 Dreamliner routes from Calgary. ■
Air New Zealand
The Nicest Christmas Ever
Last Christmas, Air New Zealand ran an ad where Santa was having problems understanding the accents of kids from New Zealand and ended up sending them the wrong presents (cue Air New Zealand cabin crew came to the rescue and gave Santa a quick lesson on Kiwi accents). This year’s Christmas ad from the airline again shows
Santa getting things wrong. Instead of emailing his ‘naughty list’ to the Elves at the North Pole, he ends up sending it to a kid in New Zealand called Elvis Anderson instead. Elvis, who is sitting in detention class at school, opens the list and reads it. After that, Elvis and his friends decide to do something about it so that naughty kids can get presents too. They end up calling
together naughty kids from all around the World, who fly Air New Zealand to join a UN style summit. The kids from different countries sit around a table designed to look like the one from the UN security council, with each offering to do good things on behalf of the naughty kids in their country (e.g. Japan promises a “30%
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reduction in hair pulling”). As each one makes his or her offer, a dial on a naughty monitor starts turning towards good. On its own, it’s a enjoyable Christmas ad. However, thanks to Air New Zealand’s choice of the naughty kid representing the USA, it has had global media exposure. The kid, who is clearly designed to look like a mini Donald Trump, is seated around the conference table in a suit and a Trump style red baseball cap. However, instead of “Make America Great Again”, mini Trump’s hat says “Make Christmas Great Again.”
Just like Trump, mini Trump then responds with the line, “I didn’t expect that reaction, but that’s ok.” More than 300 children of Air New Zealand employees auditioned to take part in the clip, with 17 selected to star as extras alongside the airline’s ground and cabin crew. As well as Santa, “Noel” the elf from last year’s Air New Zealand Christmas video makes an appearance as well.
When it comes to miniTrump making his offer, he says he is not naughty at all, but is in fact the nicest kid he knows. This prompts laughter from all the other children, a scene that directly links back to when World leaders laughed during the actual President Trump’s UN General Assembly speech earlier this year.
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According to Air New Zealand General Manager Global Brand and Content Jodi Williams “From childhood memories of writing to Santa, through to the drama of a festive tech fail, the heartwarming video plays on silly season moments in a very Kiwi way.” “Showcasing our people is a hallmark of Air New Zealand’s brand campaigns and it was fantastic to be able to share the limelight with more of the Air New Zealand family this time.”■
Etihad Choose Well Abu-Dhabi based Etihad has unveiled a new brand platform, titled “Choose Well.’ The airline says that this ties into a new customer proposition, which is all about encouraging people to make choices about how they travel and to journey on their own terms. A launch ad produced by BBD Perfect Storm, starts
to talk about choices in a broader sense, e.g, “you can choose your career, choose whether it is here, or there, or both.”
with the phrase “we are our choices.” It then carries on with this theme while shots of an Etihad flight are shown, with phrases such as “choose your seat….choose the aisle, or choose and view” and “choose to switch on or switch off. 40 slides (cue a picture of a man over a laptop) or 40 winks.” The voice-over then goes
Etihad says that the ‘Choose Well’ theme will now form part of the airline’s visual identity deployed across marketing collateral, sponsorships and events with the aim of creating greater visual impact. In addition to the video, Etihad says there are radio, print, digital and social
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elements to the campaign, and it is appearing in Saudi Arabia, the UK and Australia. As part of the campaign, the airline chose to feature a range of individuals including its own staff. For example, one person featured is Shaima Rashed, one of the UAE’s first Airbus A380 female pilots. Other individuals included figures associated with the UAE or the airline, with copy over them again emphasising choices. For example, one featuring Pep Guardiola, manager of Etihad-sponsored Manchester City says, “you don’t get to be one of the world’s best football managers by chance….He chose his destination. Have you?” According to Robin Kamark, Etihad Airways Chief Commercial Officer, said: “We are a proud advocate of choice and have introduced a range of products that allow our guests to personalise every aspect of their experience. We believe that the power of choice lies with them.” Similarly, BBD Perfect Storm
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CEO Jason Foo says, “research reasons. showed that Etihad offering greater choices was a game First of all, you could argue changer.” that a campaign focusing on choices could be done by just about any brand. But is it? The SimpliFlying team looked at Etihad’s new “Choose well” would fit for a supermarket, a car company, brand proposition and we were not convinced for a few a shoe brand - you name it.
Airline Marketing Monthly • December 2018
its economy product. The lack of aspiration in Etihad’s marketing was something picked up by the One Mile at a Time blogger, who wrote a piece over the Summer titled “The Sad Decline of Etihad:”
It’s a generic lifestyle statement not backed up by specifics. Indeed, the voice over and ad doesn’t talk about anything unique. “Choose 40 slides or 40 winks.” That’s something you can do on an LCC as well of course. Fly Better vs Choose Well As a result, the campaign does little to differentiate Etihad from its close competitors Emirates, Qatar Airways and Turkish Airlines all of whom, to the untrained eye, offer something similar - a good quality product and connections worldwide via its global hub. If anything, we feel the
Emirates platform of “Fly Better” is more impactful. Fly Better (covered in our November issue) is both aspirational and tangible. It’s a positive statement backed up by actual benefits. For example, the recent ads concentrate on both the extensive in-flight entertainment system and the airline’s global network. Meanwhile, the previous “upgrade your airline” campaign poked fun at passengers of other airlines who try and beg and blag their way out of economy. But it was also backed up by something meaningful awards Emirates has won for
Companies spend a lot of money on aspirational marketing to make us feel like a brand is great, even when we may not have any f irsthand experience...some ads are truly intended to make us feel like a company is something special. For example, Etihad’s marketing with Nicole Kidman is absolutely brilliant. Who wouldn’t want to fly an airline that presents themselves like this? We’d agree, compare Etihad’s previous “Flying Reimagined” (above) campaign featuring Nicole Kidman with the current “Choose Better” ads. Which airline would you fly? And especially given Etihad’s recent restructuring plans, this kind of magic, and something really special and unique might have been exactly what was needed at this point. ■
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joon cosy joon
Air France subsidiary ‘Joon’ has launched a product aimed at families called ‘Cosy Joon.’ As a parent, you can book one of a series of middle rows at the back of their A340 aircraft. Giving families a little more room, Cosy Joon involves the headrests being removed and placed at seat level.
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According to Joon, the result is that will then be possible for kids to sleep horizontally in a “bed” (with a provided cotton mattress pad) and have play space. The pricing is competitive, one adult and two children costs €60, while two adults and two children comes to €80.
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Shashank Nigam SimpliFlying CEO and founder
Meanwhile, top tier frequent flier members ca book “Cosy Joon” free of charge. SimpliFlying CEO and founder Shashank Nigam dedicated a recent episode of the SimpliLive show to Cosy Joon, bringing in his own experiences of having (and flying with) two young children. In it, Shashank praises Joon for the simplicity of the idea: “You don’t need a completely new seat, it’s very simple. That’s what I like about it. It’s also quite cheap to book this, €20 per seat is what you’d pay on most long haul airlines to book a seat anyway.” In the episode, Shashank then makes a comparison between Cosy Joon, and the Air New Zealand Skycouch (since licensed as a product to China Airlines), something he covers in his book ‘SOAR.’
Unlike Cosy Joon, the Skycouch is in three economy seats by the window, a lot of product development went into the concept, and Air New Zealand charges a premium for couples of families to book them. Air New Zealand also earlier this year unveiled a number of product enhancements to the Skycouch concept. This includes young children no longer needing to be seated on a guardian’s lap when the seat belt sign is on, while the so-called “Skycouch Cuddle Belt”, can now accommodate two children, as well as two adults or one adult and one child. Finally, Shashank points out that by introducing Cosy Joon at the back of an A340, other passengers without kids can now book seats as far away from them as possible. However, the price of some of these seats at €30 (in the front) is actually in some cases more than it costs to book Cosy Joon! ■
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klm
we are an airline Germany is one of KLM’s most important markets, with flights from regional airports such as Dresden and Nuremberg feeding into the airline’s long-haul network. Nevertheless, the airline still found that almost half (46%) of Germans do not know what KLM is, with the three most popular answers (among people who didn’t know) being that KLM is either a bank, a radio station
or a restaurant. Actually, you could easily turn that stat around and say that 54% of Germans did know what KLM, as a non German airline, is. Nevertheless, KLM’s ad agency DDB & Tribal saw the opportunity to create a marketing campaign around the lack of awareness by the other 46%. They did this by actually
creating a KLM bank (or rather ATM machine), radio station and restaurant. The KLM ATM machine didn’t give anyone money, but it did spit out free flight tickets to lucky users. Meanwhile the KLM Restaurant served free inflight meals. Finally, the KLM Radio Station involved the take-over of an existing radio station, where KLM staff became the presenters, with KLM themed songs playing on air. The whole campaign has been brought to life by KLM in a micro-site for the German market. The site links to the campaign video, and boxes you can click on around the ‘bank’, ‘restaurant’ and ‘radio station’ theme. Each then tie into a different area of KLM’s service. For example, the radio station “box” explains
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that KLM may not be a radio station, but you will get 1000+ hours of entertainment on board. You then get a link through to the page of the main KLM (German) website on inflight entertainment. “We are an airline” is actually very similar to the “It’s an airline” campaign which ran in the US in 2016. After KLM found that many Americans thought that it
was a brand of milk or radio station, the airline recruited comedian Ken Marino to develop a series of comedy sketches around theme via a series of YouTube videos. See as well Shashank Nigam’s SimpliLive episode dedicated to the campaign, where he looks in more general at how airlines need to be sensitive to the different markets that they serve:
“Airlines are global, they facilitate global travel. This is why they need to be sensitive to the aspirations of the global traveller, and ensure that they are relevant in the markets that they are flying to. The song “We are an Airline” (by “The Flying Dutchmen”) which played on KLM Radio, is now available to listen to on Spotify. ■
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The surprising online popularity of Air China’s ‘Land your dream’
Has Air China created one of the most successful airline YouTube videos of all time, for a video that doesn’t use celebrities or have any kind of stand out creative hook?
Within a month of being uploaded on YouTube, the English, German and French versions of the new Air China ad “Land your dream” have cumulatively (at time of writing) notched up well over 40 million views. The result is that the Chinese state-owned airline, and Star Alliance member now has a YouTube channel with a higher total view count than Delta, Qantas or Lufthansa - all of
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who have been uploading videos on YouTube for over a decade. In this piece, we’ll look at why we were so surprised when we first saw Air China’s YouTube view count, and why it’s so out of sync with other airline videos. Land your dream Launched at the start November for the
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French, German and UK markets, Land your dream is what German marketing magazine W&V says, is the Air China’s first ever large scale international marketing campaign.
pressure internally to show excellent results.
A two and a half minute ad features four people, each of who pursues their dream (via Air China of course).
With that in mind, we were surprised when we looked at the view count for the English, German and French videos.
That includes an elderly Chinese gentleman running a marathon, a young Chinese woman who is leaving China to work in London’s theatreland, a businessman looking to invest in China and a photographer climbing a Chinese mountain.
As of 30 November, the German video had 16.4 million, the English one 14.5 million and the French one 14.3 million views.
Though the creative is the same for each market, separate voice overs have been produced for France, Germany and the UK. This is then being supported by a print campaign and social media support.
The recent Emirates ad, “Fly Better” (which we covered in November) had at time of writing two million views. Plausible, given Emirates’ global reach, social media community, and large marketing budgets.
One of the most successful airline videos of all times?
Compare that to other aviation brand videos launched over October and November.
A press release aimed at the UK market Meanwhile, Air New Zealand came out with additionally talks about a ‘Land your dream’ a new safety video in November. competition where one person will win return business class tickets to China or round Air New Zealand’s safety videos are of course the world flights, nine winners will receive legendary. They make news worldwide, and portable speakers, and 30 will get a suitcase. the latest one (also covered in our November issue), is no exception. “It’s Kiwi Safety” had Finally, Air China issued a ‘survey said’ style at time of writing received 2.2 million views. story to the UK press in early November claiming that China is now the number one In fact, there is only one Air New Zealand “bucket list” destination for British travellers, safety video which tops the view count of Air beating Singapore, South Korea and Bali. China’s French, German or English ads - ‘The Most Epic Safety Video Ever’, with almost As a result, this is a major, big budget 20 million views. However, that video was campaign and very much the first of its produced four years ago to coincide with a kind for Air China. And there will have been worldwide movie phenomenon, the release
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of “The Hobbit.” Finally, WestJet has over the past few years received worldwide acclaim for its creative and innovative “Christmas miracle” videos. The original Christmas miracle, created in 2013 has so far gained 48 million views. But that is over the course of a five year period. Air China has achieved this for its ‘Land your dream’ videos in one month. As a result, if Air China’s YouTube view count is 100% achieved organically and through YouTube advertising, then the airline has created a stand out marketing success.
That’s surprising if so. “Land your dream” is watchable and has high production values, but there is nothing that would mark it out as a viral hit. More YouTube views in total than Qantas, Lufthansa or Delta Indeed, the whole Air China YouTube channel with almost 50 million views (source - ViralStat), now has more views in total than Lufthansa (42 million views), Delta (43 million views), and Qantas (40 million views) - three airlines who have been uploading videos onto YouTube for well over a decade. Finally, the engagement is low compared
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to the views. The English Air China video had just over 100 likes at time of writing with 13 million views, compared to the Emirates video, which had 1000 likes and two million views. Could Air China have thrown a lot of money on YouTube ads to legitimately get views? We’re aware that some YouTube advertising has gone on. However let’s look again at the 40+ million views achieved for the longer two and a half minute videos. If we are generous and assume 10 cents a view (on the low end) with five million of the 35 million views being organic (in itself an outstanding achievement) that would still mean a media spend of $3.5 million purely spent on YouTube. We reached out to Air China’s PR representatives for a comment, at time of publication, we had not received a response. Faking it is easy
such numbers arguably meaningless. And that really is the core issue for us. Millions of views (or tens of millions of views in this case) are great as a vanity number, but what does it actually mean, and how does it benefit you. As SimpliFlying CEO and founder Shashank Nigam said at the time - you need to go beyond that number and look at what value is being created: “It is high time that traditional marketing metrics like look-to-book ratio take precedence over Views and Re-Tweets. The Fairmont Hotels marketing team tracks the funnel, using a pixel on their website. “It knows exactly how many leads coming from social media campaign convert. Volaris, a Mexican ultra low-cost airline, attributes up to 70% of its website sales to ads on Facebook and Twitter. These should be coupled with brand-centric metrics like Net Promoter Score to determine how well the airline is connecting with the customer across touchpoints”
In fact, faking it is very easy on YouTube and hard to detect. For example, a New York Times article from August profiled “If every airline is measuring the same easya Canadian-based entrepreneur Martin to-get and easy-to-fake metrics, then it’s a Vassilev, who sells YouTube views (as well as fake engagement on Instagram) on a website race to the bottom. In the words of Seth Godin, “when you measure the same metrics, you called 500views. create the same outcomes.” This is an issue we also explored in our “So, if your airline is trying to stand out Singapore Airline marketing lab, where from competition, then measure something we bought 25,000 views for a video we had created that day - to show airline marketers in different. Measure what’s relevant. Measure attendance how easy it is to “cheat” - making what drives business. Not egos.” ■
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Introducing
the SimpliFlying Global Institute Our brand engagement with a can of Coke lasts about 10 minutes. With a cup of Starbucks coffee, perhaps an hour.
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Airline Marketing Monthly • December 2018
B
ut with an airline, our brand engagement can last anywhere from 2 to 24 hours, depending on how long the flight is.
Add in the online booking process and other pretravel phases, and we realize that aviation brands have many times the number of touchpoints of brands in other sectors. Moreover, if there is a snowstorm and we are in Starbucks, the coffee tastes just as good. But if we are at an airport and our flight is canceled due to the storm, we are mad at the airline. Despite these unique features of airline brand engagement, most airline marketers tend to apply the same generic marketing principles as marketers of other consumer products. That’s why in February 2019 we will be launching a series of courses, under the umbrella of the SimpliFying Global Institute, which will draw on the insights and experiences of 100+ aviation leaders, to help you get to grips with the different facets of airline marketing. Indispensable for people that are transitioning into aviation from another industry or are joining an airline for the first time, the initial courses on airline marketing, branding and crisis communication are currently available to buy at an early bird price of $99 until the 1st of January, after which it increases to $299. The full price of the courses will be $499 after the 1st of February, 2019.
Sign up and get further details here
December 2018 • Airline Marketing Monthly 27
AIRLINE CAMPAIGNS
airBaltic - 100th anniversary
To mark the 100th anniversary of Latvian independence, airBaltic painted one of its new Airbus A220-300 aircraft in special Latvian-flag themed livery, as well as christening it “Riga” after the country’s capital.
how 15 professional painters worked 1000 hours in applying the special livery.
See as well our August issue, where we profiled a number of airlines who had been employing special liveries as The aircraft was handed over as a ‘gift’ from marketing tactics. the airline to the country in a ceremony involving the country’s President, after This includes both LOT and Icelandair, which it then took part in a flyover as part of which similarly painted aircraft in flagthe official independence day celebrations. themed livery to celebrate 100 years of each county’s (Poland and Iceland) independence. ■ A time-lapse video from airBaltic shows
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Airline Marketing Monthly • December 2018
american airlines
snowball express On December 8th, American Airlines once again came on board as the sponsor for the “Snowball Express.” This is a charitable initiative that sees the kids of fallen US service men and women being taken to Disney World Orlando. In all 650 families from across the US were flown by American Airlines to Florida. The Snowball Express is an initiative started and run by the Gary Sinise Foundation. Set up by actor Gary Sinise, the aim of the foundation “is to support and honor the nation’s defenders, veterans, first responders, and their families, with a group of programs designed to entertain, educate, inspire and strengthen their communities.” ■
December 2018 • Airline Marketing Monthly 29
ana
culinary journeys
Japanese airline ANA has extended its “We Are Japan” campaign by hosting a pop-up restaurant at Yashin Ocean House in London’s South Kensington. The event took place from 29th October to 2nd November, with luxury food blog Luxeat hosting the experience alongside ANA. The Chefs taking part in the experience included Michelin star sushi master Kouji Kimura, dubbed the ‘father of aged sushi’,
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Japanese beef master Kentaro Nakahara, regarded as one of the best Wagyu shokunins in Tokyo and Tempura master Shuji Niitome, known for his speciality seafood, meats and vegetables. This was the first time three of the world’s leading sushi, Wagyu and tempura shokunins cooked together and ANA was expecting guests to arrive from Japan specially for the event, given how difficult it is to get reservations at the chefs’ respective restaurants. ■
Airline Marketing Monthly • December 2018
arkia
a321lr
Israeli airline Arkia has taken delivery of its first A321LR, thereby becoming Airbus’ launch customer. Arkia is currently marking this fact on social media, through images, graphics and YouTube videos of the aircraft. Arkia says that the aircraft will allow it to fly to new destinations from Israel, such as Goa and the Seychelles. Arkia A321LR
passengers will benefit from both in-flight WiFi, as well as entertainment streamed to their personal devices. Arkia takes over launch customer status from Latvian / Icelandic LCC Primera Air, which shut its doors on October 2nd. Primera Air had intended to use the A321LR to shuttle passengers between
Europe (especially the UK) and North America. While Primera Air never did fly the aircraft across the Atlantic, the Points Guy says that others airlines may do so soon. If JetBlue starts transatlantic services, the A321LR may come into play, while other airlines considering using it across the Atlantic are Air Transat and TAP Portugal. ■
December 2018 • Airline Marketing Monthly 31
boeing
china southern - 787
787 Boeing 787 Dreamliners have now been delivered to airline customers worldwide, with no 787 going to China Southern. A special livery was created for China Southern by Boeing, which featured the words “787th Boeing 787” across the side, as well as the airline’s
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trademark red and light blue colours. Over 40 airlines now operate the aircraft, with the launch customer originally being ANA in 2011. For more on special airline liveries, see our August edition. ■
Airline Marketing Monthly • December 2018
brewdog
brewdog airlines
February 2019 will see what is being billed as the world’s first “craft beer airline” take off between the UK and the US. Not an airline as such, it is actually a chartered flight organised by Scottish brewery BrewDog. A 767 is being turned into “BrewDog Airlines” and will fly a plane load of beer aficionados between London Stansted and Columbus, Ohio, where the Brewery has its US HQ, as well as owning a hotel - the Doghouse (the “world’s first beer hotel.”) Most of the seats on the flight are being set aside for so-called “Equity Punks” - investors in the business. However, some are being given away on social media The trip to the US will include “the world’s highest ever beer tasting at altitude” with a specially developed, brand new beer (“altertude beer”), which Brewdog says it has created a beer that is meant to taste better at 30,000 feet.
Brewdog told us that the Boeing 767 will fly with full BrewDog branding on the outside of the plane as well as inside. Last year, Cathay Pacific launched what it called the world’s first airline beer. - ‘Betsy.’ Brewed and bottled by the Hong Kong Beer Co, “Betsy” was named after Cathay Pacific’s very first aircraft, a DC3. It was offered to Business and First class passengers on London Heathrow, Gatwick and Manchester flights over March and April 2017. (For more information on Betsy see our March 2017 issue) ■
December 2018 • Airline Marketing Monthly 33
british airways
kingdom choir on board
At the end of October, passengers en route to Sydney from the UK with British Airways, were treated to an impromptu performance of “Stand by Me” by the Kingdom Choir gospel singers. The choir had received worldwide prominence when they performed at the Royal Wedding of Prince Harry and Meghan Markle earlier in the year. Prince Harry is patron of the Invictus Games, which involves disabled servicemen and women, and with the
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games taking place in Australia this year, the choir were on their way there to perform at the closing ceremony. As the official airline of “Team UK”, British Airways had previously oganised an official send-off for the 72-strong group of wounded, injured and sick serving military personnel and veterans. Comic Relief £20 million thank you ad British Airways has come out with a TV advert featuring
Airline Marketing Monthly • December 2018
comedian Matt Lucas. It highlights the airline’s charity partnership with “Comic Relief” and the £20 million raised as part of the ‘Flying Start’ initiative where passengers are encouraged to donate change. The ad is done in a similar tone to the British Airways’ Flying Start safety videos featuring actors such as Sir Ian McKellen, Chiwetel Ejiofor, Rowan Atkinson, Thandie Newton, Joanna Lumley, Naomie Harris and Michael Caine, and launches ahead of the airline celebrating its Centenary next year. ■
flybe
Inaugural short break survey report Europe’s largest regional airline Flybe, has unveiled its ‘inaugural short break survey report.’ Conducted as a survey involving 2000 UK consumers, the report looks into short break trends. The motivation for Flybe releasing such a report is clear - the airline says that its average flight time is only 52 minutes, hence it is aiming squarely for the short break / city break market. Flybe says that the results show that the growth in short breaks
is being driven primarily by the under 35s and for three reasons. The first is affordability, followed by people prioritising ‘experiences’ over material goods, while the fact that we’re increasingly time poor is leading us to make the most out of the time we have. Flybe has been in talks about a possible sale. At time of writing, interested parties were reported to include British Airways parent company IAG, Virgin Atlantic, and Stobart Aviation. ■ image credit - Flybe
December 2018 • Airline Marketing Monthly 35
flybmi
seats for startups British / European regional airline flybmi is giving new and emerging UK businesses the chance to win free flights across the network for a year. Launched in partnership with the Department for International Trade, the Seats for Startups initiative is open to any business that has been trading less than five years and with a turnover of less than £500k per annum.
the winning businesses, was online marketplace The winning businesses, Paperclip, whose founder which will be selected on a Rich Woolley said: “Winning quarterly basis, will receive a free flight with flybmi free flights for up to a year helped us immeasurably; as to enable them to support an early stage startup with and grow their business. limited funds at the time, the Meanwhile, they will also flight enabled us to visit our receive support from a DIT product development team International Trade Adviser. in Brno, Czech Republic. In 2016, flybmi trialled Seats for Startups in the Bristol region. One of
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“Working with the development team in person resulted in us catching some
Airline Marketing Monthly • December 2018
product issues before they arose, ultimately resulting in our business going from strength to strength, being nominated for (and winning) some of Wales’ top startup awards and going on to complete a seed raise of nearly £1m.” This is the first time that the initiative has gone (UK) national. ■
hong kong airlines
octopus special edition keychain If you’ve spent time in Hong Kong, then you will know that one of the essentials of staying there for any length of time is the Octopus Card. Originally developed in 1997 as a public transport swipe card, it can now be used for payment in many retail shops in Hong Kong, including most convenience stores, supermarkets, and fast food restaurants. Hong Kong Airlines has developed a special edition Octopus Keychain, which is currently on sale for HK$260, inclusive of a HK$120 stored value. Hong Kong Airlines says that the concept was to “create a modern and trendy item that is truly Hong Kong in nature. Neon lights mixed with Chinese words, bright colours and our airplane elements make this a very unique offering for our customers.” This is a great initiative, and we can see these keychains becoming collectors items. They become
talking points (“where did you get that?”) and act as an effective Hong Kong Airlines brand extension. There’s no reason why other airlines couldn’t and shouldn’t look to do the same. E.g. Virgin or BA could easily create a themed Oyster Card for London (especially as the Oyster card was based on the original Octopus Card in Hong Kong). ■
December 2018 • Airline Marketing Monthly 37
royal brunei
non stop to brunei
In a bid to capture more of the UK to Australia market, Royal Brunei has cut its Dubai stopover on its London to Brunei flights. Instead, passengers can now fly direct from London to Brunei and then onto Melbourne. CEO Karam Chand told ‘The Scoop’ that this move is a “big game changer”, which should help the airline capture more than the 13% of the Melbourne to London market that it has had previously. A launch event in Bandar Seri
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Airline Marketing Monthly • December 2018
Begawan involved Royal Brunei executives, the UK High Commissioner and the Country’s Minister of Finance and Economics. Related to the new non-stop flight was the announcement that Royal Brunei is looking to increase the number of European tourists coming to visit Sabah and Sarawak. With Royal Brunei now having exited the London-Dubai route, soon, only Emirates and British Airways will soon be operating direct flights from London to Dubai. Qantas has rerouted its London to Sydney flights via Singapore instead of Dubai, and Virgin Atlantic will stop flying the route in 2019. ■
surf air
surf air express
Private aviation membership firm Surf Air has both broken its target in an Indiegogo fundraising campaign, and announced that it will be accepting bitcoin and Litecoin from backers. Surf Air is one of the latest in a series of so-called “semi-private airlines” which takes the Uber model and tries to apply it to private aviation. Essentially, you book spaces on private jets operated by third parties, on which you can find yourself sharing the jet with up to seven other ‘members.’ However, unlike pure commercial aviation, Surf Air flies according to published schedules much like an airline, currently mainly between
and within California and Texas. Surf Air Express is Surf Air’s latest iteration. It will open the Surf Air network beyond the existing membership base, by making seats available on travel booking websites. At time of writing, Surf Air raised almost $100,000 from participants interested in funding the Surf Air Express concept, double the original $50,000 target. Trade title CryptoGlobe says that Surf Air will be accepting bitcoin and Litecoin for its crowd-funding campaign, a move which probably makes sense when you consider the Silicon Valley demographic likely to become Surf Air members. ■
December 2018 • Airline Marketing Monthly 39
vietjet
love connection Vietnamese airline VietJet has launched a campaign across Asia entitled ‘Love Connection.’ The airline has built a micro-site around the campaign, where you need to register using an email address and a mobile phone number registered in a VietJet country destination. The airline says that to win free flights, participants have to share “their love stories, express their wishes to reach one or more destinations, in the form of an article with pictures (up to 1,000 words including at least 01 picture).” The campaign heading is if anything a little misleading, as Vietjet is not talking about “love stories” in the conventional romantic sense of the word. Rather the Ts and Cs say that
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“participants share their motivation about flight traveling, seeking new destinations experience, contributing to the community for good causes, and ideas to conduct his/her Love connection journeys to connect with their beloved ones.” Indeed, the entries received so far seem to be focusing on a love of travel more than anything else. ■
Airline Marketing Monthly • December 2018
wow air
honeymoon
Icelandic LCC WOW Air (recently bought by Icelandair) is offering one lucky couple, “the chance to experience the world’s greatest honeymoon” in an all expenses paid trip. A short video shows an Indian couple at the start, followed by WOW Air imagery and pictures of Iceland, while a North American voice over gushes about the activities on offer to the winners.
The mechanic is quite simply to nominate either yourself or another couple via a web form. The video does not actually spell it out but this is a tactic aimed specifically at the Indian market following WOW Air’s recent launch of Delhi - Iceland flights. The terms and conditions make clear that the prize includes DEL - KEF flights, as well as the Honeymoon experience. ■
December 2018 • Airline Marketing Monthly 41
airport campaigns
London Heathrow Airport -Christmas bears Heathrow
This year, the ad sees the pair return to the UK from their Florida retirement home after longing for a British Christmas. The advert opens with Edward soaking up the rays on a lilo, wearing festive swimming shorts and applying layers of tanning oil. After hearing the sound of carols, speaking to family and seeing images of home, Doris and Edward set off back to London. Set to the 80’s classic of Paul Young’s ‘Every Time You Go Away’, The Bairs then arrive back into Heathrow - the same place they “met” 50 years ago, before going to their bear children and grandchildren. While the Bears Ads have got Heathrow a lot of exposure over the years, The Independent’s Simon Calder has a different and more controversial point of view:
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Airport’s Christmas Bears (“Dorris” and “Edward”) are back for a third year.
“By the end of this year, London will strengthen its hold on the title of aviation capital of the world, with around 160 million arrivals and departures. “More business trips, holidays and family reunions begin or end in the airports serving London than in any other city on earth. But the last thing the capital needs is for more people to be encouraged to fly home for Christmas, when airports are bursting at their overstretched seams.”
Airline Marketing Monthly • December 2018
Separately, Heathrow and has partnered with the Royal Botanic Gardens (Kew, London) to develop an exclusive sustainable shopping bag for passengers to raise funds for Kew’s science work as a global resource for plant and fungal knowledge. The sustainable bag is designed to be re-used and is made from 80% recycled material. Over 200,000 passengers pass through Heathrow’s terminals each day and, £1 from each purchase will go directly towards Kew’s work.■
airport campaigns
munich Airport Christmas market
Over the past few years, Munich Airport has established a track record of hosting large scale events in the airport plaza between terminals one and two. This year, that has included an international mountain bike tournament, as well as a
stand for 2500 spectators and a giant screen during the World Cup.
the market easily rivals what you would find in a lot of town centres.
Right now (and until the end of December), the airport is once again hosting its annual Christmas market. With over 40 booths, live music and an ice rink, and now in its 20th year,
Live music acts are taking the stage at 6pm from Tuesdays to Sundays, a DJ is on hand on Thursdays by the ice rink and of course there is a special programme of activities on for kids. â–
December 2018 • Airline Marketing Monthly 43
Montreal-Trudeau Airport
YUL Pet Squad
According to a 2011 study, airports are “are more stressful than work or moving house.” Though the study in question was a PR-led “survey said” effort done by an insurance company, and so should be taken with a pinch of salt, there is of course some truth in the results - a number of passengers don’t like the airport experience.
featuring a litter of Tarmaruke puppies, who had been “‘specifically trained for stress relief” The latest airport to hit on this idea is Montreal-Trudeau Airport, which in November launched its “YUL Pet Squad.”
The squad consists of 30 dogs to roam So what’s the solution when it comes around the terminal, offering moments to calming the more nervous or anxious of companionship to travellers who can traveller? One idea airports have hit upon is admire the animals and speak with their pets, drawing on the fact that pets can have handlers. a calming effect. Initially implemented as a pilot project in At the end of last year, Qantas and Sydney collaboration with the Companion Animal Airport introduced a “pupgrade” scheme, Adoption Centres of Québec (caacQ), the airport says that the squad is now an integral part of MontréalTrudeau’s efforts to improve the passenger experience. “We are very proud of this initiative, which has already proven to be effective at other airports around the world. Dogs are often seen as a human’s best friend and in an unfamiliar environment like ours their presence is truly comforting for passengers,” said Philippe Rainville, President and Chief Executive Officer of Aéroports de Montréal. ■
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Airline Marketing Monthly • December 2018
istanbul
new airport At the end of October, Turkish President Recep Tayyip Erdogan opened what he claimed will eventually become the world’s largest airport on the 95th anniversary of Turkey’s establishment as a republic. The opening of Istanbul New Airport was largely symbolic as only a few flights now use it, with most only scheduled to make
the switch from the existing Kemal Ataturk Airport at the end of the year. Once fully completed by 202 the airport will have 6 runways, 16 taxiways, an an annual passenger capacity of 150 million passengers, which will be expandable to 200 million ■
December 2018 • Airline Marketing Monthly 45
Tokyo Haneda Airport
Sky Illumination
On November 14th, Tokyo’s Haneda Airport once against unveiled its annual “Haneda Sky illumination” in the international terminal, which can be seen until February.
The airport regularly changes its ceiling displays in line with the season. In the Autumn, the international terminal was decked out in red Autumn style leaves.
This year the illumination has been given a ‘bamboo’ theme. The lighting ceremony featured a performance by acclaimed Asian singer, Ayaka Hirahara.
At the same time, the international terminal is holding a special exhibition of traditional artifacts from Japan’s Kanto region, featuring a Japanese green tea stall for visitors. ■
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Airline Marketing Monthly • December 2018
Singapore Changi Airport
Changi Wizarding World Singapore Changi Airport has unveiled its Changi Wizarding World installation. Passengers can visit between now and February 2019 to immerse themselves in a daily snow and light show and look at installations inspired by the Harry Potter stories. Three of the four airport’s terminals have been decked out in the Harry Potter theme. Terminal Three features “Hogsmeade Village” where Hogwarts students buy supplies such as wands. Terminal two has the moving tree “The Whomping Willow”, while Terminal One features something from the current ‘Fantastic Beasts’ movie - Newt Scamander’s Menagerie. Done in a typical grand SIN style, the installations have got the airport exposure in international media, with USA Today writing, “If “Crazy Rich Asians” hasn’t already got you daydreaming about a trip to Singapore, Harry Potter might do it.” ■
December 2018 • Airline Marketing Monthly 47
How Airline Marketing Can Rule The Age Of Enragement Presentation From #ALTAForum Last month, our CEO and founder, Shashank Nigam had the privilege of delivering the closing keynote presentation at the ALTA Leaders Forum (ALTAForum), held in Panama City.
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Airline Marketing Monthly • December 2018
Addressing an audience of top airline executives from almost every airline in Latin America, Shashank’s point was simple – airlines can be remarkable or invisible. There’s no “good enough”. An airline can choose to go that extra mile and make an experience remarkable. Or do just what everyone else does and be invisible. It’s a lesson Shashank brings to life more when talking about the airlines featured in his book, SOAR – which ALTA had bought for every attendee at the conference. In order to be remarkable, it is important to understand the traveler of today. The silent traveler. The enraged traveler. Only then will airlines be able to win these customers over. Specifically, Shashank had three tips for airlines to get started: Respond. Now! Now! (Case study: American Airlines) Join the conversation (Case study: Aeromexico) Communicate transparently and often (Case study: Avianca, Singapore Airlines) Take a look here at the full presentation that Shashank gave to airline bosses in Panama City. You can get your own copy of SOAR here. If you already have a copy, then please do post a review on Amazon! ■
December 2018 • Airline Marketing Monthly 49
Up Close with Duncan Bureau
President of Air Canada Rouge At the end of November, we had the honour of welcoming Air Canada Rouge President Duncan Bureau as a guest of the SimpliLive show. With almost 400 episodes, the show is hosted online every day by Shashank Nigam, providing a daily dose of aviation marketing insights. The interview can be seen on our social media channels as a series of short videos including: How MH370 impacted the industry and him personally. Duncan was the SVP of Sales & Distribution at Malaysia Airlines when the incident happened. Culture trumps strategy - that’s Duncan Bureau leadership mantra. Head over to our Facebook page to see more, as well as to view other recent episodes of the show. ■
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Airline Marketing Monthly • December 2018
airBaltic Air Canada Rouge Air China Air New Zealand American Airlines ANA Arkia British Airways Brewdog Delta Etihad Flybe flybmi HiFly Hong Kong Airlines Icelandair Istanbul New Airport Jet2 Joon KLM London Heathrow Airport Lufthansa Montreal-Trudeau Airport Munich Airport Royal Brunei SAS Singapore Changi Airport Surf Air Tokyo Haneda Airport Vietjet WestJet WOW Air
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