benchmark report
airline marketing
paint the plane
destination kuala lumpur
AEROFLOT
We have repor ted several times how airlines such as Emirates, Etihad and Turkish Airlines are aligning themselves with the world’s most popular spor t – soccer/football – in order to build their brand names globally. On a similar note, Russia’s Aeroflot in 2013 signed a 5-year sponsorship agreement with Manchester United that gave the airline an extensive set of rights to use the team’s logos and players in its marketing initiatives. The team will also use the Aeroflot fleet to travel to matches around Europe and worldwide. Says Aeroflot CEO Vitaly Saveliev, ‘It’s a significant step for our first global par tnership to be with one of the most successful and well-loved football clubs in the world. We believe that such a great club as Manchester United will help us to promote our brand worldwide.”
FEBRUARY 2015 ISSUE
MALAYSIA AIRLINES
In an activation of the par tnership, Aeroflot recently challenged nine Manchester United stars to paint an Aeroflot plane on canvas. The Man Utd ‘ar tists’ involved were David De Gea, Angel Di Maria, Ander Herrera, Ben Amos, James Wilson, Jesse Lingard, Ashley Young and Michael Carrick. The campaign is led by an online video revolving around the three-minute challenge at Old Trafford where the players’ ar tistic flair was judged by vice captain Darren Fletcher – who selected the top three works, with eventually Herrera and Carrick being the only Man Utd players to show some kind of ar tistic talent. An online competition offered fans a chance to win one of the nine signed paintings and two Business Class return flights with Aeroflot from Europe to Asia.
To raise awareness about Kuala Lumpur as destination amongst Australians and New Zealanders, Malaysia Airlines has launched a content marketing initiative called ‘Destination Kuala Lumpur’ on YouTube and social media.
shopping malls (’Shopping and Luxury’ ). Poh also goes behind the scenes to witness how Malaysia Airlines produces 26,000 satay sticks a day by hand in a tour of their local catering headquarters.
The five-part mini-documentary series is shot in the style of a travel television show, following former popular MasterChef Australia contestant Poh Ling Yeow through a trip to Kuala Lumpur. Poh said each episode of the series covers a different part of the journey to bustling Kuala Lumpur – the city where she was born and raised for the first nine years of her life.
Unsurprisingly, the videos also include plenty of details about the airport and in-flight experience when flying with Malaysia Airlines. Poh has also created a signature dish will is served on Malaysia Airlines flights departing Australia during the month of February, called ‘Nyonya chicken curry with a roti style croissant’.
The series begin with Poh taking to the skies onboard Malaysia Airlines’ A330300 (‘Departing Home’ and ‘In the Air’ ), before heading to the city to explore the hawker stalls in the heart of Bukit Bintang (‘Food Capital’ ) and visit some of the cities’
8
EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
