Melbourne Airport Moments In November, our cover story was the SAS ‘arrivals’ campaign, which celebrated the emotions and experiences associated with arriving at your destination and seeing f riends and family waiting for you. Similar thinking was behind a January Melbourne Airport campaign, Melbourne Airport moments. The airport asked passengers to “create a reunion to remember”, photograph it, tag it #MelbAirportMoment and post it to Instagram. The prize was an AUD $1,500 travel 58
Airline Marketing Monthly - January 2019
voucher. The idea behind the campaign is sound, but the mechanic of getting people to take and upload photos only got (f rom what we could see) about a dozen entries f rom members of the public. That’s probably because the level of effort required was quite high, you had to actively create a sign and capture the moment. Then not everyone feels comfortable with uploading personal photos showing you with your f riends / family.
