benchmark report
airline marketing
traditional
travel hackathon
the lengths we go to
EMIRATES AIRLINES
Following earlier initiatives by American Airlines and British Airways , Emirates Travel Hackathon is the latest 24-hour coding marathon that brings together developers and designers to build new and innovative travel-centric applications using web and mobile API’s (application programming interfaces). Emirates, and its sister company Emirates Holidays, co-hosted the event in California’s Silicon Valley on the 21st and 22nd of September. The idea was to open the floor to some of the smar test and most creative students and professionals in Silicon Valley to “help world travelers fully experience their vacation dream.” A variety of prizes were on offer, from a USD 2000 first prize to a USD 500
OCTOBER 2013 ISSUE
SINGAPORE AIRLINES
‘popular choice award’, both available from a USD 20,000 prize fund. The event also had its own twitter feed to cover the action, which included a few more fun social elements such as an inter-team Nerf (foam bullet) gun battle. The Emirates Hackathon event had sold out and hosted 300 ‘hackers’. The awards were dominated by the students of Carnegie Mellon University who scooped six awards at the event.
Singapore Airlines has followed the likes of Etihad, British Airways and even Malaysia Airlines to create a shor t ‘inspirational’ film series called ‘The Lengths We Go To ’.
showcase Venice, Scotland and China, (although Singapore only flies to one of these destinations) to show the global extent they go to bringing passengers the best movies, furnishings and catering.
Rather than adver tising the onboard experience, the new campaign shows through sound, sight and memory a visual postcard of what the airline stands for: quality and attention to detail.
Naturally the Singapore girl is still the heroine of these movies, although she is taking less of a centre-stage roll as this campaign is purely a captivating and conceptual vision of what the airline aims for.
It is this subtlety that now has become fashionable in adver tising campaigns, that is taking a moment of quiet showing finesse and respect in a sea of loud and over tly ‘salesy’ adver tising that we come to expect from our TV viewing globally. Created by TBWA\Singapore , the series of three one-minute videos
“The campaign is very much about the spirit of Singapore Airlines and the lengths that we go to make sure that each and every customer feels at home, feels that their needs are anticipated and taken care of” explains Sheldon Hee, Singapore Airlines’ VP of marketing communications and development.
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