benchmark report
airline marketing
digital
spotify music travel guide
hong kong sevens
BRITISH AIRWAYS
Following a recent initiative in which British Airways ‘upgraded’ the audio channels on its IFE system by offering celebritycurated playlists from the likes of Mick Jagger, the airline has partnered with music streaming service Spotify to create the ‘Music Travel Guide ’. Designed to immerse travellers in destination-specific music, this is the first time that Spotify has officially worked with an airline, although carriers such as Ryanair and Delta have created Spotify playlists before. Available for Spotify users in the UK, users will be able to select a British Airways destination, describe their personal music taste and then have a playlist generated for them. Currently there are five destinations to discover: Amsterdam,
APRIL 2014 ISSUE
CATHAY PACIFIC
Barcelona, Valletta (Malta), Naples and Edinburgh. The recommended content includes music, bands and ar tists from the chosen city, as well as general music that is currently trending there. The guide also recommends music events in the chosen location, which can be booked directly through the Spotify website and app. Spotify users can also share their playlists via social media and click through for flights and holidays, creating a one-stopshop for music and travel lovers.
The Hong Kong Sevens rugby tournament is a big annual event in Hong Kong and an excellent marketing opportunity used by many Hong Kong brands. One of the main supporters of the event for years is Hong Kong-based Cathay Pacific, who this year went all-out to create a fun and viral video campaign featuring its cabin crew. Cathay’s staff have been featured prominently in the airline’s marketing campaigns over the past few years and to show its support for the Hong Kong Sevens, Cathay has created a series of videos that put flight attendants reenacting sports plays through the same drills that rugby players do.
‘Train ’ video features 7 cabin crew members re-enacting rugby training techniques under the guise of famous airline mannerisms, such as ‘Chicken or Fish?’ The second element, ‘Win’, asked the public to take a selfie to be one of 77 winners of a selection of both air tickets and gift packs. The Third element ‘Smile’, suggested visitors purchase a rugby ball decorated with a huge smile for charity and support Operation Smile China Medical Mission. The humorous and self explanatory video that supports the campaign has been watched over 45,000 times so far.
Centered around the ‘Coach ’ coach micro site, Cathay’s HK Sevens campaign works in three parts. The first
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
