Airline Marketing Monthly
Issue
85
March
2020
Aeroflot’s new A350 The mobile traveller, in partnership with Airalo
About us
SimpliFlying Pte Ltd, 231 Mountbatten Road, Block D #01-07, Mountbatten Centre, Singapore 397999 SimpliVisible Ltd, 27 Old Gloucester Street, London, UK WC1N 3AX
Visit the SimpliFlying website www.simpliflying.com
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Airline Marketing Monthly | March 2020
Published by SimpliVisible, the content arm of SimpliFlying, Airline Marketing Monthly is the only trade magazine worldwide devoted to aviation marketing
Contents Introduction
4-5
Airlines and the
6-24
Coronavirus - how are they responding? Airline Safety Video
25-35
Round-up
Campaigns Delta CarePod for pets
78
Delta - Same Flight
79
Etihad - River blindness
80
campaign 26
Journey to Safety Qantas - Qantas 100
27
A review of SAS’s new ad
28-35
campaign, ‘What is truly Scandinavian’
SAUDIA new uniforms
81
Emirates - All women crew
82
on a SkyCargo 777 Air New Zealand, Skynest
83-84
Aegean Airlines - New
85
Sustainability News
36-45
livery
The Mobile Traveler -
46-76
Ryanair and Lombardy
86
Brands in this issue
87
In association with Airalo
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77-86
Airline Marketing Monthly | March 2020
Air New Zealand - A
Airline Marketing
Introduction When we started putting this issue together, we got news that the world’s largest tourism trade show, ITB in Berlin, was cancelled.
As they did it with only four days notice, and as ITB is much more than just an comparison, AIX in Hamburg left enough time to postpone). Since then many more events have gone the same way, for example SXSW in Austin, which I was due to attend. At time of writing there are even questions being asked about the Tokyo Olympics in the Summer. There are question marks over whether flight bans, such as the one the Trump administration introduced from Europe, works. The UK Government in its press conference on 12 March felt no. However even where flying is possible, the constant drum beat of bad news and event cancellations, mean consumers are left with only one impression - travel, any kind of travel, is risky. This is despite the fact that an aircraft someone flies in is almost certainly given a more thorough clean than the commuter train they take to work every day. So long as this is the case, the vast majority of consumers will avoid it. As a result, the key for airlines is to de-risk even the limited amount of flying people will be willing to take in the current climate. We’ve of course looked at how airlines are dealing with the coronavirus. However like other challenges the industry has faced, this too will pass, hopefully with the minimum loss of life and disruption. As a result we have also looked forward to a selection of great airline campaigns. This includes Aeroflot unveiling its new A350 in Toulouse, which two members of the SimpliFlying team attended.
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Airline Marketing Monthly | March 2020
exhibition, many people still headed over to Berlin for pre-arranged meetings (by
The mobile traveller with Airalo
sengers are using their mobile devices on their journey and while they are in a destination. We’ve produced this in partnership with e-sim company Airalo. Speaking as a consumer, and Airalo customer, I am a fan. You can add over 100 eSims automatically to a compatible smartphone, tablet or PC via an App. For me that has two advantages. I have lost countless small sim cards, and rarely have the pin with me to make the swap anyway. And then, there is the sustainability angle. Imagine all the plastic that gets used up from the one use, short term sim cards bought at airport counters every day. Finally, as I am (hopefully still) going to the US in May, I’ve found it considerably cheaper than buying a PAYG Sim on arrival. You can find out more about Airalo and download the app, via their website.
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Airline Marketing Monthly | March 2020
We also have a special guide on the mobile traveller, looking at how pas-
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Airline Marketing Monthly | March 2020
Airlines and the Coronavirus how are they responding?
Airlines and the Coronavirus - how are they responding? Things will almost certainly have moved on since writing this article, however as of early March, this is how airlines were responding to, and in particular communicating with the wider public about, the coronavirus. Airline Marketing Monthly | March 2020
Cathay Pacific One of the worst affected airlines from the Covid-19 outbreak is Hong Kong’s Cathay Pacific, due to its reliance on mainland China traffic. While most airlines are
television screens, meal
is saying within a minute,
relying on fairly functional
tables, baby bassinet ta-
but at the same time it
text-based website pag-
bles, and armrests across
also looks detailed and
es that simply present
the aircraft after every
credible.
information on cancelled
flight, increased tempera-
flights and restricted des-
ture checks on arrival and
tinations, Cathay Pacific
health declaration forms.
has created a clear, easy to
The airline has also mod-
understand visual guide
ified in-flight services on
headed ‘10 things we’re
China flights.
doing to reassure you.’
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Most importantly you can access this information directly from a link via the homepage. This is the right way to go. It’s on passengers minds, so you
As a piece of communica-
might as well be up front
This includes thorough
tion this is good. You can
in providing reassurance.
disinfection of personal
grasp what Cathay Pacific
Delta
example, its online media centre is best practice), and the covid-19 information is no exception. Though there are fewer graphics and visual aids than Cathay Pacific, there’s a whole series of web pages designed to reassure travellers. This includes a video from the airline’s chief experience officer, Bill Lentsch, giving a summary of what Delta is doing to react to the situation and keep passengers safe, and a very good ‘six ways Delta is supporting healthy flying’ article.
ANA
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In contrast, Japan’s ANA also has a link on
You have to scroll down quite far down the
its website to its Coronavirus page, but
page until you get to information about
here the information is quite dense, al-
how aircraft are being cleaned and disin-
most technical.
fected. The page also has no visuals on it.
Airline Marketing Monthly | March 2020
We’ve in the past praised Delta for the way it presents information on it’s website (for
Qantas Similarly, Qantas has a page largely about
Again, our recommendation would be to
immigration restrictions in various coun-
have something that’s both visual, and
tries. Only at the bottom do we get to a
that gives the impression as if the airline
section about cleaning, much of it seems
really is going the extra mile to keep the
to be in boilerplate, corporate language,
cabin environment clean.
e.g. ‘We adopt the highest standard in cleaning and disinfecting our cabins.’
On March 3rd, Qatar Airways released a
wouldn’t be the sort of video to get 25k
video on social media showing staff (in full
views in a day.
body suits) giving an aircraft a deep clean. Six months ago this isn’t the kind of video an airline would release, and it certainly
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Airline Marketing Monthly | March 2020
Qatar Airways
However, passengers want reassurance, and that includes showing how you are maintaining a hygienic cabin environment.
Alitalia Given that the Italian national airline is exposed to one of the Covid-19 high risk spots, Northern Italy, we were surprised at the information on the Alitalia website. Yes, it’s all there in terms of information, but it’s presented as a series of country by country drop down menus with a block of dense text at the bottom. While this gives information, it doesn’t reassure and it isn’t done in a user friendly and let alone visual manner.
Singapore Airlines A number of airlines are now cutting Airline Marketing Monthly | March 2020
capacity and asking staff to take unpaid leave. Any airline executive thinking of making an announcement like that could do worse than look at the example of Singapore Airlines. Singapore Airlines senior management took a pay cut with CEO Goh Choon Phong leading the way with a 15% pay cut. Further down the line, senior vice presidents took a 10% cut and senior managers saw their salaries decrease by 5%. Leading travel and aviation blogger Ben
It turns what could be a negative story
Schlappig called it ‘impressive.’ Quite sim-
(airline cuts capacity) into a positive one
ply it shows leadership, it demonstrates
(senior managers show solidarity and
that the very team, including the person
leadership).
at the very top is sharing in any sacrifices.
Emirates
Contrast that to airlines like Emirates, which is also looking to cut capacity. It’s request for staff to take unpaid leave didn’t receive the same public response, because it simply looked like the airline was asking the lowest paid to take on the biggest burden.
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Air New Zealand To try and stimulate demand, Air New Zealand offered 1000 bargain basement fares at NZ$9 across 32 routes. The result? They sold out within an hour of going on sale. For now at least, if the price is low enough, it seems that people will still go for it.
cial media. As well as talking about what happens if a passenger falls ill, Dr Ben Johnston mentions aircraft filtration systems as well as cleaning procedures as a way of reassuring passengers. Finally as a sign of how the virus is spreading, a passenger brought it back to New Zealand on a Singapore - Auckland flight, f rom the other side of the world in Northern Italy where she had been on holiday.
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Airline Marketing Monthly | March 2020
Air New Zealand also released this video f rom its chief medical officer, on so-
AirAsia Unlimited Pass
worth of travel to Australia, Japan, Korea, China and India, provided you paid up before March 6th. The announcement was quite clearly covid-19 related. According to AirAsia X Malaysia CEO Benyamin Ismail, “we want to restore traveller’s confidence amid the current sentiment towards flying. Travelling is still very safe as long as everyone travels responsibly and is kept updated by World Health Organisation (WHO) or respective government’s travel advice.“ Subject to terms, all AirAsia Unlimited Pass holders are empowered to take unlimited flights between Kuala Lumpur and Australia, Japan, India and more within a year’s time (travel period between 2 March 2020 and 2 March 2021) subject to government taxes and fees, add ons and other charges.
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Airline Marketing Monthly | March 2020
If you live in Malaysia, RM499 (c. US $120) would have got you a year’s
WestJet has an excellent and user-friendly page, with a clear diagram showing ‘the risk to Canadians’ (at time of writing it was set to low). Again, graphics like this are important.
Air Transat
Finally, Air Transat was in the news, when it deplaned a family of five after an infant had a coughing fit on a Quebec City - Paris CDG flight. Though a Doctor on board had said the infant could fly, the airline still insisted the whole family get off after consultation with head office. Without a doubt, it sounds harsh but arguably this was the point - to show that the Canadian airline takes a hardline against even the smallest chance of someone being infected.
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Airline Marketing Monthly | March 2020
WestJet
Airlines need to take the risk out of travel Right now travel is perceived as risky. What happens if I get sick? What happens if a family member falls ill? What happens if a low risk desrisk destination? All those things are barriers to travel, helped on by a daily drumbeat of alarmist newspaper f ront pages.
The key therefore is for airlines to take as much risk out of the equation as possible, otherwise people won’t fly. One part of that is to show how the cabin environment is clean. The other part is to relax cancellation and change fees, and a number of airlines have started to do just that. 14.
Airline Marketing Monthly | March 2020
tination becomes a high
JetBlue Despite most of its network being domestic / US, JetBlue was the first airline to recognise that air travel needs to be de-risked in allowing for no penalty changes and cancellations. In what CNBC called a ‘surprise move’, JetBlue announced on 26 February that it would waive cancellation and change fees for bookings made up to March 11th for travel until June. CNBC said that it would ‘put pressure on others to follow suit’, which is exactly what happened.
On a blog post, Alaska Airlines outlined some of the measures it was taking to keep aircraft clean, while mirroring JetBlue’s move of suspending cancellation / change fees (in this case on bookings made up to 12 March).
American Airlines American Airlines has done the same, with the booking period being up to March 16th.
Delta Delta has committed to allowing all international flights booked over March to be changed / cancelled. The world’s second biggest airline has also put up a page, which is all about aircraft cleaning and sanitation.
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Airline Marketing Monthly | March 2020
Alaska Airlines
British Airways Over on the other side of the Atlantic, British Airways announced a ‘Book with Confidence’ promotion. In line with what the major US airlines are doing, a zero change fee applies to new bookings on any route made until 16 March. Though this clearly has to be the way forward if you want people to fly, not everyone on social media was happy. Some pointed out that people booking now are well aware of the risks, while people who booked months ago are being penalised and are unable to change their flights.
At time of writing, the latest airlines to follow suit were Candadian carriers Westjet and Air Transat. Air Transat introduced a ‘book with peace of mind’ policy for flights booked in March, while WestJet’s offer is called ‘ book with confidence.’ No doubt by the time this publication appears many other airlines will have done the same. Quite simply, if people are not feeling confident about flying and Airline A offers full refunds while Airline B on the same route is not, then obviously a lot of people will choose the one that offers free cancellations or changes, even if it’s slightly more expensive.
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Airline Marketing Monthly | March 2020
Westjet and Air Transat
Aeroflot receives its first Airbus A350. And what a plane it is! SimpliFlying was invited to the Airbus Headquarters
CEO SimpliFlying
in Toulouse for a 2-day event, to celebrate the deliv-
Global Institute, and
ery of Aeroflot Russian Airlines (Aeroflot) first Airbus
Pavel Bogomolov,
A350-900 (A350).
Intern at SimpliFlying.
The aircraft is expected to be deployed on routes to Osaka, Singapore, Delhi, London, New York, Miami and Tel Aviv.
Aeroflot - More than you might think Did you know that the Aeroflot Group consists of four different carriers, with the number one of course being Aeroflot, followed by their regional and charter airline, Rossiya, their low-cost carrier, Pobeda, and the Far East carrier, Aurora? And that they flew over 60 million passengers in 2019, to 300 unique destinations in over 56 countries?
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Airline Marketing Monthly | March 2020
By Marc Weber BĂĽng,
A closer look at P. Tchaikovsky The aircraft. Names Matter The newest member of the Aeroflot fleet, and their first ever A350, is named after the famous Russian composer, Pyotr Tchaikovsky. As a matter of fact, our Russian intern, Pasha, featured in Sam Chui’s video and provided a brief explanation along with proper pronunciation of his name.
f rom the Nutcracker – a classic in the world of ballet. It is not uncommon for airlines to name their aircraft, but what matters is finding the right name, to make an emotional connection with the brand and its passengers, which we think Aeroflot managed to do quite well here.
The Aeroflot A350 Experience Apart from being met by a host of flight attendants, when we entered the plane, the first impression of the overall feel and interior, was bright and spacious, but also warm, welcoming and luxurious. Aeroflot has designed the new cabin by using leather, textured fabrics, and high-quality finishes, and coupled it with a toned-down color palette of dark blue seats, with terracotta like touches on headrest, seatbelts and the pillows in business class, which are also leather.
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Airline Marketing Monthly | March 2020
Fittingly, there was a live orchestra at the delivery ceremony playing his music
The 5 Matryoshka Dolls Have you ever seen those typical Russian wooden dolls, that come in decreasing sizes, that can be stacked inside each other? I’m sure you have. They are called – Matryoshka dolls. That same feeling of lifting up the biggest Matryoshka and uncovering another one that is smaller and different, was a bit like what exploring the new cabin felt like. Every time we turned a corner, something new was waiting to be explored. To keep in line with this analogy, here are the 5 Matryoshka or details, that we discovered starting from the biggest, to the smallest.
The personal wardrobe Each of the 28 business class suites, features a small personal wardrobe, which is located next to the massive 54 cm Inflight Entertainment Screen. There is enough space in there for a suit jacket, which is what I tested out, and it worked great. Just above the coat hanger, there is also a literature pocket, which I assume is used for their inflight magazine, the safety card, sick bag etc. which makes for a slick and clean look, as opposed to having it exposed and looking a bit cluttered.
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The mirror 19.
Airline Marketing Monthly | January 2020
1.
It sounds too simple to be noticeable right? But it is not. If you have ever been on a long-flight, and slept during the flight, perhaps even with an eye mask on, you very well could be waking up with messy hair, marks around your forehead from the elastic band, and generally looking like a zombie.
For this, most people would head to the lavatory , but for some more than others, exposing themselves in this state by walking down the aisle to the lavatory, and passing by other passengers and cabin crew, is not ideal. This mirror is therefore perfectly sized and positioned to handle
But regardless of when this scenario oc-
even the most severe cases of the “long-
curs, be it after two hours, or just before
haul look”, and allows for a convenient and
landing, you would most likely want to
discreet way for passengers to freshen up.
The Shoebox When it comes to airlines, the word “shoebox” is normally regarded as negative, as it is a metaphor for not having a lot of space. However, in this case, it is an actual shoebox for your shoes, hidden in the console next to the aisle. This is rather convenient, as one does not have to place the shoes in the overhead bins, in a shoe bag ( which some airlines offer), or in some other spot that might be shared with other items, and or visible to the eye, again creating a cluttered look. Simple, but effective. And if you like to keep your shoes on, it can of course be used for many other things too!
Airline Marketing Monthly | March 2020
3.
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check yourself and freshen up a bit.
4.
The phone/ tablet holder tray table The tray table device hold-
have your own device hold-
Business Class and look
er, of course. It is seeming-
er with you, or try to create
at Comfort Class, which is
ly a small thing, like any 4th
a makeshift one on the
Aeroflot’s premium econo-
Matryoshka doll would be,
fly (pun intended + yes, I
my product. The seats look
but it packs a very conve-
have indeed had to do that
good and are comfortable,
nient and practical punch.
many times!). You can also
the headrests and leg rests
This is something passen-
use the device holder when
are also great, but none of
gers want.
the tray table is folded in
that qualifies as the 4th Matryoshka. So, what does?
A place to have your phone or tablet, with no need to
half, as the extension folds both ways. The tray table is also very sturdy.
5.
Aeroflot branded seat belt buckles We are now exposing the last of the 5 Matryoshkas. It is small, yes. It is perhaps insignificant. But yet, there is something to be said about the Aeroflot logo appearing on the seat belt buckle. First of all, I think we can all agree that it
21.
looks nice. And think about it a bit, Aeroflot has managed to place an additional 316 logos throughout the cabin, in a very subtle and elegant way. That’s good brand exposure. Sure, some other
airlines do this too, like Qatar Airways, but there are not many. And who knows, perhaps subconsciously, passengers will perceive Aeroflot as a safer airline, because their logos appear on their safety belts? Bottom line – we like it!
Airline Marketing Monthly | March 2020
Let’s move away from
It is personal - Combining Flying with Football
Manchester United, and has done so since 2013. Being a Manchester United fan myself, I wanted to make sure that I combined two of my passions in proper fashion. To make that happen, I wore a Man United shirt underneath my shirt and tie when touring the A350, and after having taken pictures in my formal attire, I did a quick change in the onboard lavatory, and came out sporting my Red Devils top. Mission accomplished.
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Airline Marketing Monthly | March 2020
Aeroflot sponsors one of the most iconic football clubs in the world,
A Russian Perspective
by Pavel Bogomolov
If you are Russian and you need to fly somewhere, Aeroflot will be your top of mind recall, as it is the national carrier, and the most reliable, punctual and premium airline available in the country. For the past decade Aeroflot has worked successfully towards creating a positive image within its own home market, investing heavily in its product, service and branding. A good example of an unconventional ad can be found here, in partnership with CSKA Moscow. Aeroflot is no stranger to sports marketing, and apart from currently sponsoring Manchester United, as already mentioned, they also currently sponsor the basketball club, CSKA Moscow. All in all, this approach has had a positive impact on the brand, especially in its home market. The new A350, which is the most technologically advanced commercial aircraft currently available, is a major step towards strengthening the brand on the global arena.
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Airline Marketing Monthly | March 2020
The Aeroflot Brand
The 8-hour domestic flight From a personal perspective, my most memorable flight with Aeroflot was 2 years ago from Moscow to Vladivostok. The flight time normally exceeds 8 hours on this route, so only widebodies are used. During the flight, I couldn’t help but think about how big Russia is and that I would be flying for eight straight hours without ever crossing the national border.
to make myself comfortable in my economy class seat, which all things considered, was quite good, as Aeroflot widebodies have the same service standard across domestic and international markets, which is not the case for eg. Domestic US carriers, despite having similar flight times.
The A350 era Little did I know, that my next Aeroflot
stretch my legs forward under the seat
widebody experience, would take place on
in front of me. The seat recline was also
the ground, in the brand new A350!
more generous, which is always a plus.
Although I did not actually experience the
Another notable change was the IFE sys-
service and flight onboard the A350, the
tem, as the screens have significantly im-
difference was striking! Instead of a 3-4-3
proved in size, quality and responsiveness.
layout, which I had experienced on my
The A350 marks a new era for Aeroflot,
B777 flight to Vladivostok, the A350 had
as the brand, service and product of the
a 3-3-3 layout which provided at least one
airline is rapidly aligning itself more and
additional inch of width per seat - a deci-
more with some of the world’s top airlines.
sive factor on long-haul flights.
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Personally, I wouldn’t mind another
With my 179 cm, I also noticed that the
8-hour flight in economy class, if it’s on-
legroom was improved, as I could fully
board the new A350.
Airline Marketing Monthly | March 2020
As anyone would do on a long flight, I was trying
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Airline Marketing Monthly | March 2020
Airline Safety Video Round-up
Both Air New Zealand and Qantas released new safety videos over the past few weeks.
Air New Zealand - A Journey to Safety
to highlight New Zealand’s
New Zealand’s landscapes
heavily in Air New Zealand’s
biodiversity crisis.
are also a feature in the
latest safety video, ‘A Journey to Safety.’
land’s eight-year partner-
The video follows a young
ship with DOC, to protect
girl who transports a lost
and enhance New Zea-
takahē (a flightless bird in-
land’s natural environment.
digeneous to New Zealand) to his new home with help from the airline and New Zealand’s Department of Conservation (DOC).
The airline says that through this partnership it has helped transport 3,200 threatened species to safe havens, funded pest traps
Air New Zealand says that
across 38,000 hectares of
it is leveraging the power
the country, and support-
of its safety videos (which
ed marine science and
have collectively generat-
research within New Zea-
ed more than 180 million
land’s marine reserves.
views over the past decade)
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It builds on Air New Zea-
video, with the Murchison Mountains in Fiordland, Tiritiri Matangi in the Hauraki Gulf and Sanctuary Mountain Maungatautari in Waikato all making an appearance. Last year we wondered whether we’d reached ‘peak safety video.’ Evidently not - Air New Zealand announced on 5 March that the video had been viewed 27 million times in a week, making it the most viewed safety video ever.
Airline Marketing Monthly | March 2020
Sustainability features
Qantas - Qantas 100
an eight minute production. Why? Because the airline is celebrating its centenary in 2020 and the new safety video looks at 100 years of Qantas history. As a result, the video features everything from 1940s flying boats to 1980s mullets, as viewers are given a tour of the last 100 years of Qantas. The video is set to different instrumental versions of the Peter Allen anthem I Still Call Australia Home and tailored to the musical style of each era. Various crew uniforms from throughout the decades were sourced from Qantas’s own collection and retired Qantas crew. The Qantas centenary video has resulted in a huge amount of media pick-up worldwide, including The Daily Mail (the world’s largest online English language newspaper), the New Zealand Herald (which described it as ‘epic’), and Business Traveller. Qantas has also created a very impressive micro-site, which looks at how the video was made and looks at different uniforms and innovations from each decade.
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Airline Marketing Monthly | March 2020
Most airline safety videos are between 3-5 minutes long. Qantas has come out with
A review of SAS’s new ad campaign, ‘What is truly Scandinavian’
dinavian.’ The fact that it is hugely controversial can be seen in the fact that it received 14k likes, but 115k dislikes on YouTube. Here, Marc Weber Bång, CEO of the SimpliFlying Global Institute, who is Danish, gives his opinion about what did and didn’t work in the campaign. SAS - Scandinavian Airlines released a new video ad last month titled “ What is truly Scandinavian”? However, it was taken down shortly after and then re-posted by the airline. I want to try and disseminate what might have happened here, and why SAS received so many negative comments and dislikes, and try to offer my views in terms of what I think worked in this video and what did not.
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Airline Marketing Monthly | March 2020
Last month SAS released a new advertising campaign called ‘What is truly Scan-
However, as a part of my work in running the SimpliFlying Global Institute, I constantly analyse airline ads from all over the world, write articles, produce training materials and presentations where I offer my unbiased opinions, so I will endeavour to do the same here. But first, watch the ad so you know what I am talking about (Link).
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Airline Marketing Monthly | March 2020
Before I offer my opinion, I should disclose that I am Danish. I have worked for SAS myself, and between five family members, we have more than 100 years of experience in the company. I have also flown with SAS more than any other airline, and I even hold stock in the company too.
Travellers Bring Home Great Ideas The overall message here is: Travellers Bring Home Great Ideas. Which I think is a fantastic message. In the words of SAS:
I couldn’t agree more. Travel brings the world together, and through it we transcend borders and break down barriers, learn new languages and customs, increase our tolerance, and become more educated and open towards other cultures and people. So why did this receive so
aviation blogs like BBC
statement as well explain-
much hate? Just look at the
News, One Mile at a Time,
ing why they took it down
social media stats:
New York Post, ABC News
On Facebook, 50% off all reactions were. On the other hand, over 4000 liked or loved it, so it really splits the waters here. The story also got featured in major news outlets and
30.
and Reuters to name but a few, and even some Scandinavian politicians have also criticised the ad saying they would not feel good about flying with them again. SAS had to come out with a
Cyber attack or not, they own up to it. I think that is a good thing, since they made it for a reason. So let us take a deep breath, and let me dig into the ad and find out why it came to this.
Airline Marketing Monthly | March 2020
“We are proud of our Scandinavian heritage. Many of the things we call Scandinavian today were brought here and refined by curious, open-minded and innovative Scandinavians.”
Step by step analysis The ad starts out by asking - What is truly Scandinavian? Then the shocker: And I will admit that I was slightly shocked and surprised since I know that SAS brands itself on having Scandinavian DNA, which is very obvious throughout the entire customer journey, from using local Scandinavian suppliers for food & beverages and other partners, to showcasing Scandinavian design everywhere they can, be it in the lounge, the aircraft livery, or the on-board experience. But now you are saying that absolutely nothing is truly Scandinavian? That is quite the statement. From a marketing perspective, kudos to SAS for creating a true “shock value” here! People will for sure remember this, for better or for worse. This is something that not many airline campaigns manage to do nowadays. On the more emotional front, and from a cultural perspective, this is where your typical danish eating Dane, your meatball loving Swede or winter bathing Norwegian might get a bit upset. Because didn’t SAS just attribute so many of our local icons and cultural identity to Holland, Turkey, Austria, Persia (Iran) and China? At this point, I was actually fascinated about these random facts that SAS pulled out the hat. To take one example - danish is not DANISH? I then realised why we in Denmark call these types of pastries “Wienerbrød” which translated directly means, Bread from Vienna.
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Airline Marketing Monthly | March 2020
At first I thought: Where is this going!
Apparently some bakers from Austria came to Denmark in the 1850’s, because the Danish bakers went on a strike, and they then introduced their own traditional baking recipes, which of course has evolved since then, and now become a Danish thing that has helped put us on the map. Thanks Austria, and well done Denmark for taking it and running with it! Another scene which got people talking is when someone with African heritage is featured referring to “our Viking ancestors”. Of course, I personally don’t mind that they have chosen an African looking man (who may well have lived in Scandinavia his whole life) to talk about “Viking heritage”.
he features with no explanation or context for the viewer.
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Airline Marketing Monthly | March 2020
However, since this is a video, so a visual aid, there is only a short frame in which
Luckily, aviation is one of the most inclusive industries on the planet, and Scandinavia is also a very inclusive region, which I think is what SAS tried to capture here.
Conclusions Ok, let’s move on and finish this up. The video continues to talk about how Scandinavia in a way was brought here piece by piece, by everyday people, by bringing home the best of the world f rom their travels, and that they can’t wait to see what their passengers will bring home next. Airline Marketing Monthly | March 2020
All in all, I liked this ad, and it was a fresh and new style that I have not seen SAS take before. It made me think. However, had I been in charge of making it, I would have most likely tweaked it a bit here and there, and maybe even reversed the order of the messages. And to all of my fellow Danes, Swedes and Norwegians, my fellow Scandinavians, remember that the examples portrayed by SAS are very few, and that each of our countries have many things that are TRULY Scandinavian, but just did not make any sense to include in this video.
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So just to end on a good vibe and make us all feel a bit better about our national culture, identity, traditions, food, and heritage (Yes, I am still baffled about the pastries!) I have found a few good examples that WE have brought to the world, and not the other way around.
Sweden: Making affordable furniture - IKEA, making some of the safest cars in the world -That’s you Volvo, inventing Pippi Langstrømpe - Astrid Lindgren did that. Let us not forget “ Fika” which essentially is and cake break. Zlatan?
Denmark: Hygge, Danish Butter Cookies, LEGO, First official flag in the World, Hans Christian Andersen and his amazing fairy tales, Bakken and Tivoli - the two oldest amusement parks in the world, Michael Laudrup and Peter Schmeichel!
Norway: The Nobel Peace Prize, the country that invented skiing, Christmas trees (including the one in London’s Trafalgar Square every year), Edward Munch, Salmon and more Winter Olympics medals than any other country.
Let me know what you think of the ad, and about this article, write me a line at marc@simpliflying.com
34.
Airline Marketing Monthly | March 2020
a cultural thing and a word for a coffee
About the author
has 6 years of experience of working within the airline industry. He holds an MSc Air Transport Management degree from Cranfield University, and a Bachelor Degree in International Marketing & Sales. Marc has been featured in FlightGlobal AirlineBusiness publication, the SimpliFlying blog, Airline Marketing Monthly and has over 250.000 views on his LinkedIn posts. With a passion for travelling, languages and cultures, Marc has lived in Denmark (where he is from), Sweden, England, China and Spain, where he now resides with his wife. Marc has developed public speaking and award winning presentation skills since before he turned 10, and has given training sessions, led panel discussions, given talks, masterclasses and presentations to crowds of up to 600+ people. He is a lifelong traveller, who has flown with over 40 airlines, to more than 30 countries, on 160 different routes, to more than 60 airports. Email: Marc@simpliflying.com Mobile: +34 643 683 883
35.
Airline Marketing Monthly | March 2020
Marc Weber BĂĽng is the CEO of the SimpliFlying Global Institute, and
Sustainability News
Airline Marketing Monthly | March 2020
36.
to deal with covid-19. However there’s a wider long term issue in the background that will be with us long after the worst of the coronavirus has passed, namely that of climate change and sustainability. As a result, we’ve included a round-up of sustainability and climate change developments. Look out as well for another special magazine that we’re releasing in June on Sustainable Aviation. If you are on the SimpliFlying / Airline Marketing Monthly subscriber list, you’ll receive it automatically. If not, you can sign up here.
37.
Airline Marketing Monthly | March 2020
The immediate problem for airlines right now is obviously having
Finnair to be carbon neutral by 2045
halving its net emissions by 2025 from their 2019 level. In line with around half of the world’s airlines, Finnair will be using carbon offset programmes. However, a key component of the announcement involved Finnish Sustainable Aviation Fuels (SAF) company, Neste. The agreement between Neste and Finnair will see the Finnish airline ‘considerably increase’ Finnair’s use of Sustainable Aviation Fuel (the Neste press release isn’t specific about the %). Neste says that Finnair will also offer ‘integrated ticket solutions which will include a sustainable aviation fuel option later this year and will match the contributions customers make to sustainable aviation fuel with its own purchases.’ This idea of getting customers to pay for SAF is something the Lufthansa Group does via it’s Compensaid programme. Lufthansa Group passengers can offset their flights either by investing in a Nicaragua reforestation programme, or by paying towards the purchase of SAF. Of course, many passengers will ask why they should be buying aviation fuel in the first place, though it’s more expensive, isn’t this something the airlines themselves should be investing in? However, the difference between Compensaid and Finnair’s offer is of course that Finnair is matching customer contributions.
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Airline Marketing Monthly | March 2020
Finnair has announced a target of becoming carbon neutral by 2045, as well as
British Airways to cut single use plastics Last year, British Airways customer Harry Riley, tried to get a petition going to get the airline to remove single use plastics by 2021, pointing out that on a flight to Singapore he had been presented with 22 A380 would translate into 10,318 single use plastic pieces on that one flight. In his petition, Riley men-
more than the number of
display at British Airways’
tioned the examples of Air
bags customers check in
Headquarters near Heath-
New Zealand, HiFly, Etihad
with the airline at Heathrow
row.
and even Ryanair in taking
on an average day.
a leadership role on the
To mark the new target
to removing a lot of plastic,
British Airways commis-
it hasn’t signed up to a total
In an announcement made
sioned eco-artist Sarah
no plastic target.
on February 26th, British
Turner to create a giant
Airways said that it would
suitcase made from a thou-
be removing more than
sand pieces of waste plastic,
700 tonnes of single-use
including 160 spoons, more
plastic on board its flights in
than a dozen plastic stirrers,
2020.
drinks lids, plastic wrap,
issue.
BA says that this amounts to more than a quarter of
39.
Though BA has committed
bubble wrap, catering dishes and covers and bottles.
a billion individual items of
The sculpture, which rep-
plastic and equivalent to
resents the 30,000 suitcases
more than 30,000 suitcas-
worth of plastic waste be-
es full of single-use plastic,
ing removed, is currently on
According to BA customer experience manager, Kate Tanner: ”Some potential replacement options may be heavier, which would then have an impact on the weight of the aircraft and therefore on our emissions, so we must ensure we are making the right choices on all replacements.”
Airline Marketing Monthly | March 2020
plastic items, which for an
Promoting sustainability AND prosperity - ATR shows how it’s done
sustainability? So long as they actually have something to say on the latter subject, absolutely. IATA has done this for a number of years, by talking about ‘the business of freedom’. In the past we’ve felt that while the thinking behind these campaigns was good, the execution seemed at times a little two dimensional. Enter regional aircraft maker ATR, which is giving a lesson on how it should be done. ATR has built a micro-site, alongside a series of short YouTube videos showing how ATR aircraft are bringing economic benefits to communities in Asia-Pacific, while at the same time reminding viewers and readers that turboprop aircraft burn less fuel than regional jets. For example, the video of Siargao in the Philippines, shows how everyone from local fishermen to small shops and cafes catering to tourists have benefitted since Cebu Pacific started serving the island with 4x daily flights. It also makes the point that the service is important when it comes to bringing in medical supplies and staff, while highlighting the work of environmental charity SEA Movement, which is active on the island in areas such as plastic clean up.
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Airline Marketing Monthly | March 2020
Should airlines be promoting the benefits of aviation, in tandem with talking about
The campaign is backed up by PR and media efforts. Stefano Bortoli, ATR’s CEO, has been on CNBC reinforcing the message that ‘turboprops are a responsible way of flying.’ Here in Europe, Ireland’s Stobart Air has taken that one stage further by actually producing seat back visuals showing how turboprops have a lower per passenger carbon footprint (and are quieter) than jets. Overall this is a very good campaign, and it shows how the benefits and sustainability messages can be woven together. The videos are just a few minutes in length and they aren’t filled with brand speak or some corporate voice over.
ing a difference. With many of the world’s airports, and many island communities in particular, being only being reachable via turboprops, the campaign also effectively highlights one of ATR’s USPs. Of course, the regional market is the one where electric aircraft could have the biggest medium term impact, becoming an even more sustainable option than turboprops. For example, last year Norway’s Wideroe announced that it was working with Rolls Royce with the very ambitious aim of replacing its 30 regional aircraft by the start of the next decade.
Air New Zealand - Project Green Air New Zealand announced that it has
to landfill can be put onto a subsequent
diverted more than 890 tonnes of in-
flight provided they come off the aircraft
flight waste from landfill two years on
sealed and untouched.
from the launch of Project Green, its glass recycling and product use waste reduction initiative.
Project Green covers includes cans of soft drink, packets of cookies, boxed tea,
The airline says that this is equivalent to
coffee and sugar sachets and sealed
the weight of five 777-300 aircraft.
napkins. Prior to the establishment of
Project Green, launched in late 2017, means that unused items from a flight service that previously may have gone
41.
Some of the more than 40 item types
this process, even unopened items of these product types taken on board would have had to be incinerated.
Airline Marketing Monthly | March 2020
Instead, they focus on human stories and actual examples of how aviation is mak-
Delta makes a $1 billion climate change commitment - why it matters
Airline Marketing Monthly | March 2020
The world’s biggest carrier in terms of revenue and second biggest by passengers flown, is the latest airline to commit to becoming carbon neutral. In Delta’s case, this involves investing $1 billion in sustainability over the next decade. The announcement has a number of different elements, combining fleet renewal (which is of course as much about economics as it is about sustainability), carbon removal and investment in sustainable aviation fuels. You can read it here. However, here is SimpliFlying’s take on it, and why this announcement is very significant beyond the eye-catching $1 billion figure.
42.
1.
Delta gets the language right
Airlines that are serious about sustainability don’t use the ‘g’ word, as they know it’s not credible. You may try and be environmentally responsible or sustainable, or (eventually) even carbon neutral, but if you burn greenhouse gases, you are not green. In contrast, airlines like Ryanair, which got its knuckles wrapped by Britain’s Advertising Standards Authority, and Wizz Air, do make this claim. Ryanair is the tenth biggest polluter by emissions in Europe, and has been described as ‘the new coal’ in the press. Neither the travelling public or the media buy it.
It can’t just be about carbon offsetting
about carbon offsetting. We are believers in these programmes, so long as they are only positioned as a short term measure, and not a get out of jail free card. We also have concerns about projects that are for the most part about reforestation. Planting trees is an important carbon capture tool. However, it can take decades for a forest to grow and there have been cases where trees have been cut down before the projects have come to fruition. As a result, it’s good to see that Delta is working on the development and production of sustainable aviation fuels (SAF) with Gevo and North-West Advanced biofuels.
3. 43.
Leadership is shown from the very top
Given the environmental pressures airlines are facing from climate change activists and increasingly also from the corporate sector, sustainability shouldn’t just be the preserve of the CSR department. Rather, ownership needs to be taken from the very top. And here it’s significant that Delta boss Ed Bastian is fronting the intiative.
Airline Marketing Monthly | January 2020
2.
What Delta calls carbon removal, seems mainly to be
4.
5.
This will help the Delta brand
the airline has committed to a number of organisational principles such as transparency, innovation and evolution, in helping it reach its carbon neutral target. This is crucial. We’ve published a post where we looked at what airlines could learn from oil giant BP’s carbon neutral announcement. The key point was this: If you are going to be serious about sustainability, it has to actually be part of your company’s DNA.
Delta will see a return on its $1 billion investment in terms of brand goodwill and also bookings. As easyJet said when it released its quarterly results, passengers felt more positively about the airline once they were aware of carbon offsetting, with an 11% increase in customers saying they will choose easyJet the next time they fly. Then there’s the importance of the corporate travel market. Recently we published a post about how Microsoft becoming carbon negative should really make airlines sit up and take notice, as the technology giant is putting emphasis on its scope three emissions (the ones from its supply chain). Where Microsoft leads, others will follow. An airline that shows it is taking action to mitigate its environmental impact, will we think have a real competitive advantage when it comes to landing large business travel contracts.
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Airline Marketing Monthly | March 2020
Sustainability is as much about culture, as it is about targets
In addition to Ed Bastian taking visible ownership,
6.
industry needs, and well done to Delta for taking a leadership role here. Delta’s announcement certainly isn’t perfect, there are questions for example whether Delta is paying too low a price per carbon ton, with Jeremy Bogiasky in Forbes commenting that Ed Bastian himself knows that this doesn’t go far enough. Nevertheless, Delta is doing more than 95% of airlines, and is the most high profile in a small group of what you might call ‘doers’ - airlines that recognise that you have to be proactive when it comes to climate change, beyond just relying on CORSIA and a few operational efficiencies. In that group we’d include easyJet, JetBlue, Norway’s Wideroe (which is working with Rolls Royce on an ambitious 2030 electrification target), while in the Middle East Etihad deserves an honourable mention for being streets ahead of just about every airline in the Middle East, Africa or the Far East. In contrast, too many sustainability policies on airline corporate websites still consist of vague statements of intent. Worse, some industry leaders have reacted with annoyance when confronted with the flight shaming issue. If one of your largest competitors is committing to actual action, then relying on warm words in press releases, or (e.g.) talking only about the new aircraft you are buying (aircraft you would have bought anyway), is no longer credible.
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Airline Marketing Monthly | March 2020
This could be the wake-up call the industry needs
Finally, this may be the wake-up call much of the
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Airline Marketing Monthly | March 2020
The Mobile Traveler - In association with Airalo
Introduction
Airline Marketing Monthly | March 2020
The ‘silent traveller’ of today An airline passenger today can go through every stage of the travel process from booking flights to getting on board an aircraft with minimal to no human contact. In a presentation at the ACI Customer Excellence Summit, in Halifax, SimpliFlying CEO and founder Shashank Nigam called this the rise of the Silent Traveller (click here for the full presentation).
47.
The Mobile Traveller, in association with
How does the Silent Traveller manifest
ber of UK and US airports have part-
him or herself? Consider the following
nered with the app Grab. Meanwhile
(almost) human free path, from when
at Toronto Pearson you can order food
you leave home, to when you take your
direct via the UberEats app.
seat on the plane. •
•
You book and then check in via your
Chances are you’ll fire it off the via
airline’s mobile app. You receive the
social media, rather than try and look
boarding pass direct on your phone
around for a member of staff
You book your public transport ticket
•
again deal with a human being who
Or call a taxi. Or pre-book your park-
will scan your mobile boarding pass
ing if you decide to drive yourself. In
and check your passport. However
many cities, all three options can be
the chances are that this person will
done via a smartphone
be working for a handling agent such as Swissport, and not the airline direct
Assuming you have no luggage, you •
is it one of the few human interactions
Depending on the airport, you can
you may now have, the chances are it
scan your passport without dealing
will be the first airline employee you
with an immigration officer, one ex-
encounter
ample is Munich’s Easy Pass system, now open to EU and select non-EU
•
And of course, once on board the mo-
nationalities on departure as well as
bile journey continues. Perhaps the
arrival
airline offers in-flight entertainment via an app. Or maybe you have had
You pass through security (where you
the option of pre-booking your meals
do have to deal with staff) •
Then finally you see the cabin crew attendant at the aircraft door. Not only
at the security gate
•
You head for the gate, where you will
to the airport via another mobile app.
scan the boarding pass on your phone
•
Got a complaint or a question?
You collect a pre-ordered meal at the airport, having ordered it beforehand via your phone (one example - a num-
before you left home •
You book and then check in via your airline’s mobile app. You receive the boarding pass direct on your phone
What’s the common denominator throughout most of the above process? The traveller’s smartphone of course. The phone is now increasingly the main way in which many (if not most) passengers interact with your brand as an airline, as well as plan out and manage their whole travel path.
48.
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
•
•
This loss of the human dimension brings challenges. But it also brings opportunities in terms of improving the passenger experience, customer service, convenience and finally in opportunities to upsell products and services through personalised messaging. In this special guide, produced in partnership with Airalo, we will look at how the mobile traveller of today acts and behaves, and how airlines can best target him or her.
Airalo, world’s first eSIM store
providing affordable connectivity options for travellers. Made for travellers, by travellers, Airalo is easy to install. No more having to mess around with
Airalo means: No need to change physical SIM cards. No need to change phone numbers.
plastic cards and the SIM card drawer
No need to physically look for SIM
of your phone. Easy to install, the Airalo
cards.
eSIM can be bought via the Airalo app. It’s also far cheaper than buying a PAYG sim at the airport on arrival.
No ridiculously high roaming charges that shock and scare you upon your arrival home. Finally, an eSIM is better for the environment. No more plastic!
49.
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
Airalo is the world’s first eSIM store,
What is an eSIM? Awesome technology for travelers who want mobile data freedom Airline Marketing Monthly | March 2020
As someone who works for an airline or airport, you will travel a lot for work and also on leisure trips. Switching to eSims can make those trips more seamless by delivering mobile data freedom
50.
The Mobile Traveller, in association with
If you’re trying to find ways to improve your mobile connection quality, but just don’t know how to without constantly changing mobile carriers, then worry no more. A lot of you love to save money on travel expenses, and it’s no secret that mobile carriers can charge an arm and a leg for poor signal quality. One minute you’re on a remote mountain-top snapping a selfie for your Instagram, and before you can blink, an outrageous data charge ends up on your bill. The votes are in – out of all ACSI (American Custom Satisfaction Index) industries combined, mobile service providers rated 75 out of 100 in satisfaction. That is a somewhat low rating, especially since over 5 billion people across the globe depend on mobile technology to connect.
the world? Let’s dive into the details of this remarkable cellphone technology.
What is an eSIM? 7 avenues to complete connectivity freedom Before discussing all the advantages of eSIM, let’s examine one of the existing components of wireless connectivity and weigh its performance. All mobile carriers use a SIM card (subscriber identity module) to authenticate your identity on their network. Without a SIM, you can’t use the signal from any of their cellphone towers. However, several obstacles interfere with the connection between SIM cards and cellphone towers, and the problem is amplified if you’re visiting remote locations or driving for miles. SIM and eSIM cards function the same way when identifying you on a data carrier’s network. Both allow you to send texts and calls on your phone. However, your data plan information is directly downloaded into an eSIM, unlike a SIM card that is physically installed with stored information.
51.
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
So, what is an eSIM, and how is it breaking the limitations of signal quality around
store several eSIMs, although, you can only use a single plan at a time. How does this affect the future of global connectivity? Here are several ways an eSIM data plan can completely change your lifestyle.
52.
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
Many phones allow you to
1.
Stay connected on the go
Want to quickly purchase and activate an eSIM data plan? You don’t have to purchase a SIM card locally each time you travel outside the country. Instead, you can quickly go to Airalo.com or open our app and buy a data plan. It’s convenient to travelers since you can activate your eSIM no matter where you are. •
Instantly load media and apps
•
Improved GPS-location detection
•
Effortless eSIM activation
a phone without a reliable signal? Now we can keep in touch with family or friends and update them on our whereabouts.
2.
Connect in over 150+ countries
Want to stay connected in almost any location in the world? eSIMs are available in over 130+ countries, and they can be bought directly from Airalo. That means you can keep in touch with family or friends no matter where you go in the world. We even have region-specific eSIMs which provide coverage for multiple countries in an area. •
Experience complete connectivity in over 150+ countries
•
Get data coverage for several countries in a region
•
Stay connected in any location you visit
With an eSIM data plan, you can take your adventures to almost any country in the world without becoming disconnected.
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The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
Traveling alone is already risky; why make matters worse by bringing along
3.
No need for pocket Wi-Fi devices
Why rent a pocket Wi-Fi device when an eSIM data plan is so much easier? Pocket Wi-Fi devices need to be charged and carried around to each location you go to, and they don’t always offer a reliable connection. With an eSIM data plan, you don’t have to visit Wi-Fi hotspots each time you need to connect. •
Get local-based rates
•
Effortless local network connection in any location
eSIMs are based locally, connecting to open networks is fast and fuss-free.
4.
No more expensive roaming charges
What’s worse than having the time of your life, only to pay for it later in data overcharges? Isn’t it just lovely when you’re in the middle of a phone call, and suddenly discover a roaming signal after hanging up? eSIM carriers don’t hold you back with location-based data plans; they let you travel anywhere in the country without additional fees. •
Unrestricted mobile coverage area
•
Make calls without interruption or delays
•
Avoid outrageous roaming charges
For many travelers, the freedom to move outside the boundaries of a mobile carrier plan is a complete necessity. Start using eSIMs to find your travel data freedom.
54.
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
Airalo works with local telephone companies to offer travelers real, local rates. Since your
5.
Keep your existing phone number
If you travel often, you’ve grown used to the routine of passing out your phone number each time you leave an area. With an eSIM data plan, you can keep your phone number and continue to use two-factor authentication pins to check bank accounts while you’re abroad. •
Keep your contact number (dual-SIM compatible phone only)
•
Get quality signal anywhere in the world
•
Limitless data usage
Although you could buy more of those clunky and often outdated travel phones whenever you use up the data, you just don’t get the same quality of service. Get all the features you want, wherever you want, by switching to eSIM carriers.
55.
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
Tired of switching your phone number each time you move around the country?
6.
Get locationbased rates
Want the same rates as you’re charged at home? You probably don’t understand why mobile phone carriers charge the same ridiculous rates, even when the signal quality is horrible. Thankfully, eSIM carriers offer competitive prices based on the location you sign up, and you won’t be hit with overwhelming roaming charges. Pay the same as you would locally
•
Get better signal speed and quality than local vendors
•
No need to shop around for better rates
Mobile phone companies can falsely advertise the connection quality in your area, and many refuse to put up additional towers to compensate. Don’t wait until the stone-age to get the best mobile coverage available, and switch to an eSIM data plan.
7.
Leave the world a better place
Did you know that eSIM technology is more environmentally friendly than SIM cards? The carbon footprint for the plastic material used to create a single standard SIM card amounts to 20g-50g. If you enjoy protecting the world just as much as you love traveling, you’ll love the fact that embedded sim technology reduces environmental impact. •
Arrives in the size of a credit card
•
The envelope and paper insert add only 10g-15g of carbon dioxide emission
•
The entire CO2 footprint for the creation of one eSIM card is only 21g in total
Think about how much excess material and waste goes into the production of a million SIM cards. A change in the industry could make a tremendous difference in reducing global emissions impact.
56.
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
•
How is eSIM changing the way we globally connect? For once, wouldn’t it be nice to experi-
you to no end, so you prefer to switch
ence travel without any limitation? You’d
things up.
never have to worry about losing your way in an extraordinary rainforest or find-
•
You travel for work: Being away from home for extended periods of time is
ing a cheap getaway at a breathtaking
lonely, and you want to keep in touch
oceanside resort.
with your family or friendsYou need to break away: A stressful life can dull
familiar to you, you’ll love an eSIM data
one’s senses, and you often plan spon-
plan.
taneous vacations to recharge.
•
•
You’re a free spirit: There’s nothing
•
You’re tired of paying too much: The
you enjoy more than experiencing life
signal in your location is horrendous,
without limits, and you thrive off the
and so is the price you pay for your
adventure.
mobile service plan.
You move often: The thought of living
With the power of eSIM technology, the
in one place forever bothers and bores
possibilities are endless.
Break free with the power of eSIM technology How is eSIM impacting travelers
track phone each time you leave the
around the globe?
country.
Most of the limitations we once knew
You don’t have time to waste on
about travel are becoming obso-
dropped calls and inferior data plans.
lete. Imagine never having to worry
Why continue to pay irrational service
whether you’ll have service in an iso-
fees when you could have consistent
lated location or buying a temporary
signal everywhere you go?
Try your first eSIM with Airalo today to select an eSIM carrier plan that will forever quench your thirst for complete connectivity freedom.
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The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
If any of these lifestyle situations sounds
The Mobile Internet and mobile traveller in 2020 Airline Marketing Monthly | March 2020
There are hundreds of statistics and facts out there about the growth of the mobile Internet. We’ve pulled out some of the most relevant ones for aviation marketers:
1.
For the first time last year, Americans spent more time on their mobile devices than they did watching TV. This is according to Mary Meeker’s trend report. A decade OK, TV time accounted for 266 minutes a day and mobile time 20 minutes. Now it’s 226 minutes on phones and 216 minutes in front of the TV. What that means: A consumer is now as likely to receive information about possible vacations or destinations online on social media as they are from legacy media.
58.
The Mobile Traveller, in association with
2.
Meeker’s 2019 report also talked about the growing importance of visuals in mobile communication, a trend that’s been growing for ten years. More than 50% of tweets now include images and the stand out social media success story of the past few years has been the short video platform TikTok. What that means: Travellers are increasingly visual in the way they communicate. They not only describe what they see at a destination and on planes, they also show it via images. This also means they increasingly look for connectivity when abroad on their phones, and multi GB data packages such as those offered by Airalo’s eSIMs.
port cites Pew research, which shows that 26% of Americans are hardly ever disconnected from the Internet, among 18-39 year olds that figure jumps to 39%. What that means: The always on culture presents challenges and opportunities for travel companies. The opportunities include being able to send timely push notifications about ancillaries to their phone, and encouraging them to share positive destination or trip content on social media. The challenges involve a shrinking of the acceptable time frame for social media customer service. A decade ago it was an hour. Now, your customers will expect an almost immediate response, certainly under 15 minutes.
4.
Bookings are being done on mobile devices. According to the 2020 Travelport Travel Trends Report, 75% of leisure and 80% of business travellers have booked and paid for trips on their mobile devices, What this means: If your website isn’t up to scratch for mobile traffic, you are almost certainly losing bookings. This is a topic we’ll come back to.
59.
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
3.
An increasing number of people are now never offline. Meeker’s re-
Korea are in various stages of a coronavirus lock-down. Evidence from China shows that, not surprisingly, mobile internet use shot up during the period when much of China stopped working with a sharp increase spent on mobile phones of 26% per day. What this means: A lot of airline and destination marketing has ground to a halt as the Coronavirus affects travel. But there’s a case to say that a good time to make people think about trips they will take again once the worst of the virus has passed is exactly when they are sitting at home. Arguably travel brands which still appeal to the ‘dreaming’ stage of travel now will have an advantage several months down the line when we get to the booking stage.
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The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
5.
Right now various areas of the world including China, Italy and South
6.
We talked earlier about the importance of visual communication on mobiles and on social media, but that’s a trend which has been ongoing for more than ten years. A more recent development has been the use of voice in mobile apps and mobile search. According to Google, a quarter (27%) of mobile users are using search on their devices. The second most popular voice query, according to Adobe, is asking about the weather. What this means: Voice searches and voice commands are convenient, especially when the traveller is on the go. easyJet is one example of an airline which is integrating voice into its apps (see video above). The mobile voice segment is only growing, and this is something more airlines would be well advised to introduce.
the second most used app category (based on the gap in the number of days in which users open the app) after finance, and ahead of shopping, media, gaming and dating. What this means: There’s a constant debate about whether travel brands should have an app or not. The evidence shows that if you give people enough reason to come back in terms of features and content, they will
8.
Chatbots and smart assistants are becoming part of the everyday mobile experience. The global chatbot market is expected to surpass $994 million by 2024, with a compound annual growth rate of 27%. Do consumers find chatbots annoying, and would they prefer to always deal with a human? Not necessarily, the Cosmopolitan Hotel in Las Vegas found that guests that interact with its chatbot Rose, spend 30% more than those that don’t. What this means: Providing that the timing and occasion are right (e.g. your digital assistant is suggesting ancillaries when travellers are in the right frame of mind), chatbots and smart assistants can help you increase revenues.
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The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
7.
The travel app category is ‘sticky.’ According to Statista, travel apps are
9.
The average US smartphone user now receives 46 push notifications a day, an awful lot. There’s a debate whether this volume is causing people to ignore push notifications, with the open rate at around 5% on Android and less than 2% on iOS. In fact, a study by marketing cloud platform acoustic shows that mobile email messages, sent to the user’s inbox, significantly outperforms push notifications. So-called ‘transactional’ emails have an open rate of up to 44%, almost double the rate for promotional messages and email newsletters. What this means: Push notifications of course have a key role in (e.g.) informational flight alerts. It’s open to question however if, when trying to sell a passenger extra services, a well targeted email camnotifications that are ultra relevant to the user do work much better. Advanced targeting (threefold), and personalisation (fourfold) can all improve reaction rates
10.
User generated content at destinations is driving travel bookings back home. 60% of travelers, and 97% of Millennial travelers, share their travel photos, this in turn generates a FOMO feeling among their social media followers. What this means: People expect to be connected wherever they are, as they like to share and keep in touch with people back home. User generated content is an important part of the travel booking process, which is why easyJet’s ‘look and book’ feature in its app allows you to screen grab a friend’s Instagram picture and book off the back of it. It also means travelers are looking for easy, convenient and cost effective ways to get connected when travelling, which gives eSIMS, such as Airalo’s, a key advantage over traditional plastic SIMs you have to physically swap around at the destination.
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Airline Marketing Monthly | March 2020
paign might in fact work better. Having said that, personalised push
Want to travel more sustainably? Switching to eSIMS can make a difference Sustainable travel has
In 2017, over 76 million
and 200,000,000 grams of
been a recurring theme
people visited the United
carbon.
in Airline Marketing
States from other coun-
Monthly over the past
tries. Practically all of them
few months such as
will have wanted to stay
in December, when we
connected during their US
published a climate
trip. Many will have made
change and flight sham-
do with open (and some-
ing special edition. One
times insecure) WiFi and
small but effective thing
the often expensive data
you can do to travel more
packages from their home
sustainably is to do away
cell phone provider.
you go, travel SIM and buy a eSIM from Airalo instead.
Others will have bought prepaid sim cards. Even five million plastic, one use, cards will have resulted in between 100,000,000
footprint of the card itself of 21 grams. If you buy the card in advance and have it posted to you, that results in another 10-15 grams. Then there is of course the plastic itself. Once the SIM is taken out of the card, people generally throw it away, part of the 300 million tonnes of non recyclable plastic we consume every year.
How you can make a difference From our reader data, we
card from Airalo, which
know that the majority of
is activated on arrival. No
AMM readers work for an
queues at the airport phone
airline. If that’s you, you travel
shop. Cheaper prices. And of
extensively for work, and prob-
course, no more plastic.
ably also make use of your employee travel benefits.
personal action can, com-
Think of the number of times
bined with millions of other
you swap around SIM cards
consumers, make a big envi-
at airports. Now imagine
ronmental impact.
instead pre-installing a eSIM
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It’s an example of how a small
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
with the plastic pay as
That’s based on a CO2
Is your website mobile optimised? You are losing out if not Airline Marketing Monthly | March 2020
Earlier we talked about the fact that over three quarters of travellers have booked and paid for trips on their mobiles. Here are a few statistics and trends to be aware of, which reinforce the importance of a mobile friendly web experience for your customer:
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Google rewards websites that are optimised for mobiles. Google now primarily crawls, indexes and ranks the mobile version of the website. Due to this, it’s more important than ever that you not only have a responsive web design, but also a solid mobile design of your website as well.
friendly? Google has a test site that gives you the answer.
Speed matters over bells and whistles. If websites and web pages don’t load quickly, users will leave and click somewhere else. According to Google, 53% of mobile website visitors will leave if a webpage doesn’t load within three seconds.
Micro sessions of under 15 seconds account for 40% of mobile usage. You need to be able to cater for customers who quickly dip in and out of your mobile website or app. Usability experts, the Norman Nielsen Group, suggest a few things you can do, such as creating widgets, and allowing for
tap on an app and it brings
‘quick actions’ (where you
up a common list of things
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The Mobile Traveller, in association with
you might want to do.
Airline Marketing Monthly | March 2020
Is your web page mobile
The number one reason mobile users don’t convert? They don’t feel it’s a secure environment. According to Comscore, here are the top five reasons mobile buyers don’t covert: 20.2% security concerns, tails, 19.6% inability to open multiple browser tabs to compare, 19.3% difficulty navigating, 18.6% difficulty inputting information.
Again, a mobile experi-
while giving a sense that
ence that allows users to
is robust and secure will
do what they want with
increase conversions.
the minimum of fuss,
It’s important to know when users are accessing your mobile website or app. As the above graphic (source, Smart Insights) shows, mobile traffic is not consistent throughout the day. A user will access his or her mobile in the morning when waking up. 80% will do so within 15 minutes according to IDC, before brushing their teeth or having breakfast. They will then access their mobiles on their way to work, when they will switch to desktop use. After that in the evening, tablet usage peaks, quite often when the consumer is sitting in front of the TV. As a result, think about when to target users, especially when it comes to social media promotions and advertising. Directing them to a mobile website and running mobile ads will probably work best for you 1st and last thing, while pointing them to your standard desktop experience will make more sense at lunchtime when they are sitting at their desks, browsing the Internet on their PC.
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19.6% unclear product de-
7 eSIM phones that you need to know plus the best ones to use overseas
different country but don’t know which eSIM phones to use, then you’ve come to the right place.
damage if you drop it while hiking? Each time you transition from one data network to another with dual-SIM phones, the phone uses up some of your
Many of you love to voyage across the
battery life. If the processor is smaller,
ocean to some of the most remote and
getting a signal while you’re in the mid-
scenic locations, and I know that it’s not
dle of a wooded valley can take longer;
easy to find a phone that keeps your sig-
thus, your battery will also drain faster.
nal stable. Whether you’re aware or not, certain eSIM phones perform and work better while traveling than others.
While any of these factors can put your phone above the rest when it comes to traveling, the number one area of con-
It comes down to a few factors. Does your
cern for most is signal quality. In this
phone have a fast processor? How long
post, we’ll show you several of the top
does the battery last while you’re using
eSIM phones to use while traveling over-
it? Can it withstand the elements or
seas.
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Airline Marketing Monthly | March 2020
If you’re planning to travel abroad to a
The top 7 eSIM phones to use while traveling abroad The new eSIM phones typically support dual-SIM technology, which lets you switch between two separate networks to use the connection from one of two carriers. Of course, each phone may have an easier time switching between the signals due to several inferior technological specifications or the carrier in which you’re connected. If there’s one thing I know that all eSIM phones have in common, it’s that they’re able to connect anywhere without experiencing dropped calls. With them, you can skip unexpected data fees while you’re traveling outside the country and stay connected
So which eSIM phones made the cut? Here is a detailed list of eSIM phones to help you select the right phone to use while traveling.
1. iPhone XR The iPhone XR is one of the best eSIM phones for travel due to its fast performance, excellent camera quality, and long battery life. It features a bright 6.1inch LCD screen, offers around 11.5 hours of battery life, and a super-fast A12 Bionic processor. •
Super-fast performance
•
Excellent battery life
•
Affordable starting price
Interested owners may enjoy the low starting price at around $749. Although it features a durable glass front, you may need to purchase a case to protect the weak outer shell.
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Airline Marketing Monthly | March 2020
wherever you go.
2. iPhone XS or XS Max Noted for its remarkable camera quality and speedy processor, the iPhone XS line is one of the best eSIM phones for travel. It features a superior depth-sensing and Face ID function within the camera programming, making it great for snapping pic-
•
Vibrant, high-resolution OLED display
•
2x telephoto rear camera
•
Fast cellular connectivity on LTE, with improved Wi-Fi antennas
It comes in at around $999 for the lowest 64GB XS model, which is somewhat affordable compared to other smartphones of its caliber. Hikers may love this phone for its exceptionally durable stainless steel body and rear glass construction, preventing severe damage if it’s dropped on trails. Image source: @Yafiqyusman via Instagram
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Airline Marketing Monthly | March 2020
tures of beautiful scenery.
3. Google Pixel 4 or 4XL
The Google Pixel 4 line is notorious for its industry-leading cameras, exceptionally smooth display, smart AI software, and face-recognition unlock system. It features a 5.7-inch OLED 90Hz display with a sleek, minimalist design for the base 4 model. •
8-core 84GHz processor
•
12.2MP primary camera with HDR viewfinder
•
Face unlock, radar-based motion sensor
The Pixel 4 supports both nano-SIM and e-SIM. Although it doesn’t have an exceptional battery life, photographers and travelers of all types will love the Pixel 4 due to its superior camera features.
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Airline Marketing Monthly | March 2020
Image source: @Suritchofficial via Instagram
4. Google Pixel 3A or 3A XL
Airline Marketing Monthly | March 2020
The Google Pixel 3A is an extremely affordable travel phone with a high-quality camera that shoots excellent pictures in low light. It features a 3.5mm headphone jack in a rounded and lightweight design. •
Features a headphone jack
•
Great camera quality
•
Reasonably priced
A significant hike downward in price from the current Google Pixel 4, the Pixel 3A starts at just $399, making it one of the most cost-effective phones on this list. Although it isn’t water-resistant, tourists will love Google Pixel 3A for its high battery life and quality camera images.
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5. Samsung Galaxy Fold The Samsung Galaxy Fold is an excellent smartphone for reading or watching videos because it performs extremely fast and offers a diverse set of multitasking features. A few of the main selling points include a massive 7.3-inch screen, a metal-reinforced polymer foldup design. •
Conveniently folds up to protect the main screen
•
Huge 7.3-inch AMOLED screen
•
A powerful Qualcomm Snapdragon 855 processor
Although it comes in at a whopping $1,980 starting price, the Samsung Galaxy Fold is a robust multitasking eSIM smartphone. Travelers who love to read or manage tasks will enjoy bringing the Samsung Galaxy Fold along on all their adventures. Image source: @Samsung_id via Instagram
Look out as well for the brand new Samsung phones, the Samsung Galaxy S20 and Samsung Galaxy Z Flip. Both are eSIM enabled!
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Airline Marketing Monthly | March 2020
display, and an innovative
6. Motorola Razr 2019
The Motorola Razr 2019 makes a powerful comeback from its older design concept with a more protective folding design, smaller profile, and a full front screen for excellent selfies. It features a Snapdragon 710 chipset processor, 2,510mAh capacity battery, and a 21:9 ratio pOLED HD screen. •
Unique folding design
•
710 Snapdragon processor
•
21:9 ratio HD screen
Although it doesn’t use the latest Snapdragon processor, the Motorola Razr 2019 offers great video-processing power and excellent durability. Whether you’re driving down the road watching videos or scrolling through your favorite book, adventurers will love this eSIM-compatible phone.
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Image source: Motorola via website
7. Nuu Mobile X5 The Nuu Mobile X5 is one of the lowest-priced eSIM phones on this list. It offers a full high-definition screen for crystal-clear viewing and an extremely durable curved glass screen. It features a 2,950 mAh battery capacity, fast-charge technology, standby. •
Extremely durable Asahi 2.5D scratch-resistant screen
•
All-metal body for increased durability
•
Dual-SIM compatible with fingerprint ID
Love all the features from more expensive smartphones, but want them at a much cheaper price? The Nuu Mobile X5 starts at just $169.99 and offers superior durability. Whether you like to rock climb or enjoy cruising down a remote bike trail, you’ll love this robust eSIM phone for each adventure. Image source: Nuu Mobile via website
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and can last for 10 days on
How the best eSim phones in the world offer unlimited connectivity
along on every voyage, without losing signal?
•
Top-quality picture taking: What is a vacation or trip across the world if you
I’m sure a vast majority of international trav-
can’t capture the moment? Each of
elers want a phone that not only lasts but
these eSIM phones features quality cam-
handles all the tasks they throw at it each
eras that won’t distort your experience.
day. It can undoubtedly get rough out there. You’re avoiding one of two things, either
•
you’re resting after a long hike or just
breaking your phone or data overcharge
need entertainment on the road, these
fees. So, how can these eSIM phones benefit
phones offer a diverse range of features.
you on your adventures? •
Instant task performance: The faster the processor, the less data you use up trying to find a signal. These phones are built to perform tasks quickly and they won’t slow you down.
•
Long-lasting battery life: Not every location has available power outlets and that’s why you need a phone with a bat-
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Variety of useful features: Whether
•
Connect anywhere in the world: An eSIM-enabled phone should give you effortless connectivity in any location of the world – and that’s why you need the best technology to power it.
Once you activate eSIM on any of these devices, you’ll stay connected no matter how far across the world you choose to go
The Mobile Traveller, in association with
Airline Marketing Monthly | March 2020
tery that lasts you from dawn until dusk.
What if you could take the perfect phone
Go beyond the limits of wireless connectivity with your eSIM phones Did this eSIM phone list spark up an idea or interest for your next trip? There’s really nothing worse than exiting your plane and venturing out into an unfamiliar country without any way of reaching out for help. How are you supposed to search for the next place you need to go or update your Instagram if your phone refuses to hold a signal? If you’re going to be left at the mercy of your phone’s connection, you need to make phone can quickly eat up your data and leave you stranded.
Airalo understands that your phone is your lifeline when you’re halfway across the world. Purchase a phone that keeps up with your eSIM data plan and avoids dropping expensive data overcharges. Contact Airalo today to learn which of these phones we cover and how you can get started with flexible eSIM data plans.
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Airline Marketing Monthly | March 2020
sure you’re using one of the best eSIM phones available. Otherwise, an inefficient
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Airline Marketing Campaigns
Delta CarePod for pets
pet matters, and as was the
sudden temperature
have the best year from
case with United it could
changes, the world’s first
2017-2018, due to a num-
turn into a huge reputation-
in built hydration system,
ber of crises and customer
al issue.
holding up to a litre of water
service issues, most notably the Dr David Dao incident.
with the launch of what it
Adding to United’s problem
calls a ‘a new best-in-class
at the time and contribut-
travel experience for pets
ing to much of the negative
and their owners.’
publicity it received, was question marks over how it dealt with pets, with media reports showing the airline being top for pet deaths among US carriers. How an airline cares for animals, especially household
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Delta has recognised this
This comes as Delta has introduced a new pet travel carrier called CarePod, which it claims sets new pet safety and care standards. Features include stronger walls that insulate against
in a ‘spill proof’ bowl, and a GPS tracking and monitoring system connecting a pet’s journey directly to the specialized Delta Cargo Control Center. Delta also says that the carrier includes ‘seamless connectivity’ meaning you can use your mobile phone to receive key travel updates throughout the entire journey of the pet.
Airline Marketing Monthly | March 2020
United of course did not
Delta - Same Flight
Delta says that its latest brand campaign stems from the idea that ‘while customs and beliefs around the world are wonderfully varied and unique, travel has the power to help us gain a greater perspective on our commonalities and all that connects us.’ “We encounter different languages, beliefs, customs – the list goes on – among our customers and employees every day,” said Molly Battin, Delta’s V.P. – Marketing Communications. “The things that make us different and unique are truly beautiful and add perspective to everything we do. Equally impactful are the connections we can make with one another and the realization that we are more alike than we are different. We hope this video inspires people to venture out into the world and explore all that we share.” Delta says that “Same Flight” is the latest in a series of efforts that highlight the airline’s ongoing commitment to bringing people together. The brand campaign will run on broadcast, digital and social channels throughout the year.
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At the end of February, Delta released a new brand campaign called ‘Same Flight.’
Etihad - River blindness campaign
(which it sponsors) on a fundraising initiative to end the Neglected Tropical Disease (NTD), river blindness. The Reach Campaign, backed by the airline, will launch this month in the UAE and will expand to a global audience in a bid to wipe out the disease. The campaign will be two pronged, focusing on fundraising and education. More than 200 million people currently require treatment for the disease, which is one of the leading causes of preventable blindness. Like many NTDs, river blindness disproportionately affects the world’s poorest people, trapping their families in cycles of poverty. As a founding partner, Etihad is leveraging its platforms in support of both fundraising and promotional activities.
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Etihad has teamed up with English premier league football club Manchester City
SAUDIA new uniforms Saudia Arabia’s flag carrier, Saudi Arabian Airlines (SAUDIA) has announced the rollout of its new cabin crew uniforms, starting on the airline’s Paris Charles de Gaulle and London Heathrow routes, with plans to add the rest of the next year.
SAUDIA says that the new cabin crew look and image is part of an overall package of cabin enhancements, which reflects its global expansion in recent years. The new uniforms feature a color palette that includes shades and hues of purple, beige, gold and royal blue. Arabesque designs and accents feature all throughout defined touches, from the pins to the ladies’ scarf, fabrics, signature blazers and more. Inspiration from the nation’s culture and landscapes influenced the new designs, encompassing the heritage, colors and identity of Saudi Arabia. A consortium of designers and product specialists within the airline designed the new custom SAUDIA cabin crew apparel, which took roughly 18 months from design concept phase to launch. In the development phase of the uniform, SAUDIA also incorporated input from team members. Previously, SAUDIA made slight modifications to the previous uniform look in 2012 for the gentlemen, and 2014 for ladies. This represents a full revitalized look from the name badge, to cuff links, belts, suit, hat, pin, shoes and travel bag.
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airline’s route network before mid-
Emirates - All women crew on a SkyCargo 777
The two pilots were also joined by Cap-
Emirates released a video that follows
tain Heather Wolf from Canada for
an all-women flight deck crew operat-
operating the flight from Frankfurt to
ing multi-stop cargo flights across four
Mexico City.
continents on Emirates SkyCargo’s Boeing 777 freighter aircraft.
rather than passenger aircraft was in
Captain Ellen Roz from the United
any way covid-19 related, but there is of
States and First Officer Heidi McDiar-
course a supplementary message there,
mid from Australia covered close to
beyond the importance of encouraging
30,000kms in 10 days on five freighter
more women to take up aviation ca-
flights from Frankfurt to Mexico City on-
reers. Namely that even when people
wards to Quito, Aguadilla, Amsterdam
are uncertain about flying, airlines still
and finally to Dubai transporting over
have a vital role in the global economy.
300 tonnes of cargo ranging from fresh flowers and fruits to pharmaceuticals.
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We’re not sure if the choice of cargo,
Airline Marketing Monthly | March 2020
To mark International Women’s Day,
Air New Zealand, Skynest
introduced on the airline’s new 17+ hour Auckland - New York flights. If introduced, each Economy Skynest can accommodate six sleeping pods. Looking like something out of a Japanese capsule hotel, it is intended that each pod will include a full-size pillow, sheets and blanket, ear plugs along with privacy curtains and lighting designed for sleep. Air New Zealand says that it is exploring other features such as separate reading light, personal device USB outlet and ventilation outlet. As a piece of PR activity, it worked exceptionally well. Media outlets that covered the announcement include CNN, the Financial Times, Fast Company, Sam Chui and the Daily Mail among others. But is there more than PR to it? Air New Zealand didn’t definitely commit themselves to introducing the Skynest, which led some to wonder how serious it really was.
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Air New Zealand has revealed a prototype for economy beds, which may in future be
For example, UK based travel editor Jill Starley-Grainger, had this to say about it: Seems like another PR stunt that the airlines hope will make them seem friendly to us mere mortals in cattle class, but that they know they won’t have to deliver on. It would be nice to be wrong, in this case, but I do question the point of these “we might do this” press releases. Why not actually do it - as they always do for Business and First - then put out the press release?
tions and that it will make a final decision on whether to operate the Economy Skynest next year.
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Air New Zealand says that it has filed patent applica-
Aegean Airlines New livery
colors and new Neo 320 aircraft during an event gathering 600 people in Athens. The airline says that the new design is ‘inspired by the Greek sky and seas, historical architecture and the design heritage of our country.’ In addition to the exterior of the aircraft, the interior is also receiving an overhaul from the seat design to the on-board branding. Aegean worked with London branding agency Priestman Goode on the project, whose work on the campaign spanned everything from logo design, livery, graphic items and digital products to cabin interiors including soft items, amenity kits and meal services.
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On February 12th, Greece’s Aegean Airlines released its new logo, new
Ryanair and Lombardy
impressions and a total
influencers from the Unit-
coronavirus hit Northern
reach of 2.4 million.
ed Kingdom. The 4 pillars
Italy, Ryanair issued a press release touting the results from its joint campaign with the Lombardy Region. It said that a six week campaign in the Autumn had seen reservations London Stansted to Milan Bergamo grow by 26% compared to the previous year, while the route to Milan Malpensa saw an increase of 43% for the same period. More than 3,000 direct reservations were generated by dedicated channels, while the visibility on social media received 3.8 million
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The campaign appears to have included a mix of digital, social media and influencer relations. The airline says that it utilized its Try somewhere New content platform – a story telling project that offers alternative travel experiences – to promote Lombardy’s destinations, with journalist and travel-blogger testimonials. Promotional activities also included the organization of family trips with travel consumer journalists and
of the campaign (culture, food and wine, wellness and winter sports) were the focus of several promotional videos. We’re assuming this has now been postponed but Ryanair said that a social media and digital advertising campaign has been launched, which will run three contests on Instagram and Facebook with a total of 6 winners – who will explore the Lombardy region in the months between April and June.
Airline Marketing Monthly | March 2020
Announced before the
Brands featured in this issue Aegean Aeroflot Airalo Air Transat Alaska Airlines American ATR British Airways Delta Emirates Etihad Finnair JetBlue Qatar Airways Qantas Ryanair SAUDIA SAS WestJet
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Air New Zealand
