Ryanair 'Play & Win' | Known for its penny-pinching mentality and aggressive revenue-generating methods, Ryanair's latest 'Play & Win' initiative gives passengers the chance to win back the cost of their flight. At the end of their booking process customers are provided with the option to pay between GBP 2 and 5 (depending on the total price of their booking) to take part in the 'Play & Win' game. Upon accepting the game's conditions, Ryanair gives the customer a variety of general knowledge questions about geography, history, science, entertainment and sport that are relatedg to the airline's destinations around Europe. If the customer answers the question(s) correctly, they are entered into a draw to win back the total sum of their airfare. When a customer has won a refund, this will then be shown on their booking confrmation page. Three winners each week will receive a refund, with issuance occurring ten weeks from the date of ticket purchase. The option to participate in the 'Play & Win' scheme is also incorporated into several other Ryanair ancillary products, such as priority boarding, reserved seating, a text message confrmation with flight details, travel insurance, car hire, merchandise and a subscription to the Ryanair newsletter.
Jetstar Asia 'The Feng Shui of Flying' | Ringing in the Chinese Lunar New Year on February 10, Singapore-based Jetstar Asia has partnered with well-known feng shui master David Tong to develop a ‘tongue in cheek’ feng shui analysis for “auspicious travel”. For the initiative, Tong was hired to “assess the energy flows on Jetstar’s A320 planes and ascertain how flyers can improve their chances of achieving their goals”. Those interest in feng shui can enter their name, date of birth, sex and what they hope to achieve this year (from a selection of wealth, health, career, love and friendship) on the 'Feng Shui of Flying' website. The feng shui calculator then provides advice on what seat rows to choose in flight, the best times to fly as well as the best destination to fly to. For example, women looking for wealth are advised to choose rows 1, 11 and 21 on the aircraft, while the most auspicious times to fly would be between 5am – 7am and 7pm – 9pm. Tong also created a feng shui feng shui wheel for the campaign, which shows more general advice, such as destination, aligned with the passenger's years of birth and flight schedule. This result is presented on a virtual 'scroll' on the website and gives the option to replay the result, share it, or make a booking.
9 | Airline Marketing Benchmark Report | February 2013
