benchmark report
airline marketing
safety demonstration
experiential
sudden plans IBERIA To increase awareness of the benefits of its Avios loyalty program, Iberia and Avios launched an original adver tising campaign, called ‘Planes de repente’ (‘Sudden Plans’) highlighting last-minute leisure options in Spain which can be booked with points. Iberia surprised passers-by in the streets of Madrid who happened to step on a big yellow Avios tile by spontaneously playingout three improvised leisure activities in the streets with the stage in a little longer than a minute. The events, which Iberia posted a YouTube video , included a beach outing, a hotel stay, and a night at the cinema - all activities which can be booked at any time using Avios points. The “Planes de Repente” campaign also branched out to online promotions on Social Media . The airline also included an Out of Home component to the campaign with ten bus stands around Barcelona and Madrid. Iberia placed touchDEC 2015 ISSUE
EMIRATES screens with Internet access in the bus stands offering commuters a range of quick oppor tunities to use Avios, and a chance to win one of 50 prizes of flight tickets for two on Iberia. Virgin Atlantic ran a similar campaign in New York City a couple of years ago, called ‘No Ordinary Park Bench’ , in which the airline brought in-flight enter tainment to life for the public (video) . In both cases, these impromptu performances captured the attention of the general public, raising awareness of the features highlighted in the campaign and associating the airline brand with spontaneous fun.
Emirates capitalised on the popularity of inflight safety videos in a whole new way, as part of the airline’s ongoing sponsoring of sports teams.
and demonstrating the proper donning and use of the team’s scarf, along with other helpful in-game instructions. It went viral on YouTube with nearly 2 million views so far.
The airline signed a three-year sponsorship deal with Lisbon’s football club Benfica earlier this year, which will have its ‘Fly Emirates’ logo on the team’s jersey until the end of the 2017-18 season. To celebrate the agreement, Emirates put on a special pre-match ‘safety demonstration’ on October 25 before approximately 65,000 sports fans.
This safety demonstration also got international coverage by the press including the Daily Mail , The Straits Times and Gulf News .
Eight Emirates flight attendants walked out onto the centre circle at the Estadio da Luz, before the players ran out onto the pitch for a Primera Liga match between Benfica and city rivals Sporting Lisbon, and delivered a tongue-in-cheek version of their usual preflight safety routine. The YouTube video of the event shows flight attendants pointing out stadium exits,
Emirates is an active sponsor of sporting events and already sponsors Arsenal in the English Premier League as well as AC Milan in Italy’s Serie A, Real Madrid in Spain’s La Liga and Paris Saint-Germain in France’s Ligue 1. This latest promotion also forms part of Emirates’ ‘Hello Lisbon’ campaign #HelloLisbon and forms part of a month of clever promotions launched by the airline.
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EXPERIENTIAL SOCIAL DIGITAL TV, PRINT, OOH
