benchmark report
airline marketing
cross-media
experiential
france is in the air
rooftop film club
AIR FRANCE
Connecting the high-brow art experience with aviation marketing, Air France has chosen the exhibition route to engage with its audience and potential customers. The initiative, titled ‘Air France, France is in the air ,’ is an expo that unveils the airline’s new cabin ‘La Première ,’ along with other new products and services via a touring exhibition that will ‘pop up’ in Shanghai, New York, and Paris. The first exhibition took place in Shanghai from May 8th-11th, and, according to the sentiment on Twitter, was a huge success. “Already 2,000 visitors in 2 days!” exclaimed a Twitter user. A live feed of Instagram and Twitter posts with the tag #airfranceexpo appears on Air France’s event website, which displays a plethora of users engaging in the exhibition. Each event is free of charge and open to the public, allowing for maximum
JUNE 2014 ISSUE
BRITISH AIRWAYS
exposure and a fun-inclusive nature. The high-brow aspect of the initiative is evident by the choice of venue for each of these exhibits. In Shanghai, the event was hosted at Three On the Bund, the citys finest lifestyle and food destination. In New York, the exhibit will take place at Center 548, where haute-couture fashion has staged runways, and art shows have decorated the walls. And the final destination will be appropriately hosted in Paris at the Grand Palais. The two remaining exhibits take place in New York from June 26th-28th, and in Paris from September 20th-21st. A mobile app is also available for download to enrich the experience for exhibit participants and offers functionality such as photo and message sharing and access to exclusive content.
Bringing the in-flight entertainment experience to the ground, British Airways has partnered with Rooftop Film Club, a cinematic experience atop London. The Rooftop Film Club itself has been operational for four years, offering classics and new releases to film goers in London at two rooftop locations. At this year’s screenings, sponsored by British Airlines, cabin crew provide chaperone services and refreshment services, just as they would in the air. Champagne, cocktails, food, and other beverages are available for purchase. The in-flight experience is also replicated via wireless headphones, which keeps the noise down for the rest of the neighbourhood, and blankets to get cosy. As an added attraction to the opening night of the film event, Game of Thrones star Sophie Turner and director Dexter Fletcher,
were in attendance to launch the program. Films are screened from May 1st until September 30th, 2014 with listings at specific locations. British Airways is also giving away tickets to screenings throughout the summer with a contest on their own website by means of a film trivia question. The Rooftop Cinema Club has a large following, with over 31,000 likes on Facebook and over 13,000 followers on Twitter. This sponsorship enables British Airways to tap into the club’s audience, too. On a similar note, in the past years, BA has hosted the ‘Silent Picturehouse ’ in cooperation with the British Academy of Film and Television Arts (BAFTA) under the arches of the ‘Vinopolis’ in the heart of London’s Bankside. The same in-flight amenities, such as headphones and blankets, found at the Rooftop Film Club were also applied to the Silent Picturehouse screenings.
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EXPERIENTIAL SOCIAL DIGITAL TRADITIONAL
