Airline Marketing Monthly
Issue
June
78 2019
Transavia - Empty billboards Best practice guide to chatbots with
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Airline Marketing Monthly | June 2019
Published by SimpliVisible, the content arm of SimpliFlying, Airline Marketing Monthly is the only trade magazine worldwide devoted to aviation marketing
Content Editorial
4-6
ANA - Aoki N’Air
45
Featured campaigns
7-22
British Airways -
46
Transavia - Empty
8-11
billboards Airbus - 50 years of
12-14
pioneering progress Embraer - Incredible
15-16
Journeys
17-18
United - Fly like a
19-22
Superhero
Cathay Pacific - Move Beyond China Southern - One passenger, many seats flypop - Promotional video
23-41
48-49 50
Hawaiian Airlines - Return 51 with Aloha Heathrow - Britain’s
The how, where and
47
busiest airport
52
why of Chatbots
Ikea - Curtains for change 53
An industry guide
KLM - Facebook AR Ads
54
produced in association
SriLankan Airlines -
55
with ( caravelo (
Inviting India to explore the world, differently
Aviation Campaigns
42-56
Aegean Airlines - 20th
43
anniversary Air New Zealand - Game of Thrones
3.
44
Thai Airways - Frozen food 56 range
News from SimpliFlying
57-58
Get your copy of SOAR!
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Airline Marketing Monthly | June 2019
EASA - Not on my flight
Centenary Archive
Editorial A dishevelled but cheerful looking man boards an aircraft, swigging from a miniature spirit bottle. He sits down, still drinking. But then he suddenly gets up and proceeds to dance around the aircraft cabin, this time wearing a life vest. Finally, the crew subdues him, after which he appears in front of a Police crime board, where he’s given the title “Flying Mojito.”
Agency (EASA) campaign to combat ‘Air Rage’, or unruly passenger behaviour. It follows a similar campaign in the UK called ‘One too many’, where passengers are warned of the consequences if they disrupt flights.
Campaigns like this are needed, as air rage is an ongoing and growing problem, and not only in Europe.
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Airline Marketing Monthly | June 2019
This scene comes from the European Union Aviation Safety
from Australia’s Gold Coast to Singapore, resulting in the flight being diverted to Sydney, where it was met by Police. My observation though is that the two campaigns I’ve seen - ‘One too many’ in the UK and #NotOnMyFlight in Europe (which we cover in this issue) are not nearly hard hitting enough. On the #NotOnMyFlight video, Mr ‘Flying Mojito’ comes across as almost a figure of fun. A more realistic scene would involve a character angrily demanding more cans of beer from flight attendants while loudly arguing with the person in front of him, and creating an unpleasant and threatening aircraft environment in the process.
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Airline Marketing Monthly | June 2019
For example, earlier this year, an alcohol-fuelled brawl erupted on a Scoot flight
Meanwhile, the ‘One too many’ campaign does spell out the consequences (in particular fines) of air rage, but I wonder whether your average stag party filling an airport pub will take any notice by then it’s too late. Though that particular campaign has been disseminated on social media, it would also benefit from more direct targeting. For example, airlines know when a party of ten young men is flying on one of its aircraft. As a result, you could run an email campaign directed at them before they fly. You could also target certain keywords (‘stag do holiday’) on social media and run advertising against it.
isn’t enough, you have to tackle the availability of alcohol in airports before passengers board. For example, Jet2 and Ryanair have proposed that airport pubs and bars don’t open until mid morning, and you limit customers to two drinks before their flight. Our cover story this month comes from Transavia France, which turned quite a simple insight - the fact that empty billboards in France appear in the Transavia colour green - into a creative, effective and cheap campaign. Meanwhile, our industry partner is caravelo, a leading technology provider specialized in ancillary revenue solutions for airlines.
In partnership with caravelo, we explore chatbots, looking at how airlines can introduce and use them for maximum effectiveness. 6.
Airline Marketing Monthly | June 2019
Of course as many airlines argue, an awareness raising campaign
Featured Campaigns
Airline Marketing Monthly | June 2019
7.
Transavia - Empty billboards
empty. In that case, they appear with just a single green sheet (and no text) over them. According to agency Havas Paris, 1000+ billboards typically look like this, meaning they are essentially on vacation, like much of the public. Green also happens to be the colour of LCC Transavia (part of the Air France / KLM group). As a result, in late April, the agency used this insight to turn the empty green ads into free ads for the airline. All this empty ad real estate was co-opted as follows: First of all, Transavia announced on social media that these green billboards were in fact part of the airline’s new ad campaign, using the tagline
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this ad is on holiday, not you?
Airline Marketing Monthly | June 2019
During holiday periods in France, a lot of advertising billboards remain unsold and
So far so good, the association between the empty ads, the colour green and Transavia was established among the airline’s social media following. After that, the next step was to think about how the logo could appear on these empty spaces, without actually spending any money on a media buy.
The answer was to create a kind of social media challenge around the green billboards. Social media fans were asked to take pictures of them, to tag Transavia in the post, and then to geo-tag it on Instagram. Each billboard and location also corresponded to a different Transavia destination. Being the first to photograph and tag the billboard meant you won flights to that city. While all this was going on, Transavia told fans how many flights could still be won, turning the whole campaign into a game, where people would actively seek out and tag the empty ad spaces, for the chance of winning a prize. The agency says that this mechanism meant it successfully ‘hijacked’ 1106 empty billboards which would ordinarily have cost
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€200k in media spend, for nothing.
Airline Marketing Monthly | June 2019
Also, how could the campaign be shared far and wide?
Sometimes the best campaigns come
campaign. And of course, it cost next
from quite simple ideas, and linked to
to nothing (other than the campaign
that, sometimes great creative solutions
production costs).
are right in front of us, but we don’t see them.
Finally, this campaign will keep on working for Transavia.
This was a fantastic campaign because this was one of those occasions where the idea was actually quite simple: Unsold billboards in France are green, and green is also the colour of Transavia. It’s not something that needs to be explained, consumers will instantly get it.
fans in disseminating and amplifying the
to have green as its primary colour. But the fact that Transavia got there first and ‘claimed’ all this unsold advertising real estate as its own, meant that these empty billboards will continue to be associated with it, and not with any other brand.
Transavia has been known for its innovative and sometimes off the wall over the past few years. In 2017, it worked with Uber on a campaign called ‘Uber Escapes’ in Paris, Lyon and Nantes. Opening the Uber app, resulted in users seeing an “Uber Escape” button, where they could instantly buy a getaway to different destinations taking off from the nearest airport (with the ticket being added onto the Uber Fare).
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Airline Marketing Monthly | June 2019
More than that, it involved social media
The airline of course isn’t the only brand
This involved Transavia working with supermarket giant Carrefour and snack vending machine company Selecta to produce Transavia branded snacks, which also had the name of a destination on it. Buying the snack, and having it scanned at checkout, meant being able to buy a ticket to Lisbon, Barcelona or Dublin for €35-€40. As an aside the Transavia SnackHoliday campaign is not dissimilar to a ten year old travel campaign run by (now closed) Australian ad agency Happy Soldiers on behalf of online travel company Zuji. Happy Soldiers and Zuji produced and sold cheap tins of baked beans for 10 cents, the idea being that by buying this super cheap food, you could save money for a holiday. That particular campaign ended up winning a Golden Lion in Cannes.
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Airline Marketing Monthly | June 2019
Meanwhile in 2015, Transavia won numerous marketing awards for its “SnackHolidays” campaign.
Airbus - 50 years of pioneering progress 2019 is a year of aviation anniversaries. British Airways is celebrating its centenary (as are KLM and Avianca). And Airline Marketing Monthly | June 2019
Airbus is celebrating its half-centenary, marking 50 years since it was established in 1969. To mark the occasion, Airbus has launched a campaign,
copyright Airbus
“50 years of pioneering progress.�
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fly over from the full Airbus Commercial Aircraft family at Airbus HQ in Toulouse, accompanied by French Air force display team, the “Patrouille de France.” However the wider campaign is running until 17 July. A new story is being released each day, for 50 consecutive days, on a dedicated microsite. Airbus says that the idea is to shine a light on many different aspects of the Airbus business, including commercial aircraft, helicopters, space and defence, in addition to programmes and initiatives. The campaign is also meant to look to the future, “exploring how Airbus continues to shape the industry with pioneering innovations that address some of society’s most critical issues, whether that be pioneering electric flight to reduce emissions, digitising aerospace design, or developing new urban air mobility options.”
The core idea is good - Airbus is 50 years old, so release a story a day for 50 days. 13.
Airline Marketing Monthly | June 2019
To kick things off, the official birthday celebration itself involved a
However with the caveat that we were only review the first four before the magazine went into design and production, a few of the videos look like a missed opportunity, with some of them coming across as corporate advertising, as opposed to storytelling. For example, Airbus kicked off the campaign with a video about the agreement between France and Germany to develop the A300 fifty years ago. That makes perfect sense as a first story. However, it was executed as a short marketing film with stirring music accompanied by brandscale new heights.”
around in 1969. What was going through their minds at the time? What little anecdotes can they share about the Airbus of 1969? Similarly, the story on day three involving the A330, comes across as curiously flat, consisting of some text and a quiz (e.g. ‘true or false, the A330 has flown for nearly 6000 years.’) Having said all that, the video on day four, looking at space debris is more promising. It focuses on 24 year old Airbus engineer Alexander Hall and his idea of a ‘space harpoon.’ That story does adopt more of a person centred storytelling approach, where much of the video is devoted to Hall talking about his invention. Hopefully more of the stories released between now and mid July will take that kind of approach.
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Airline Marketing Monthly | June 2019
Instead, why not interview some of the first employees who were
Photo: Toni Marimon
speak, e.g. “our passion, talent and pioneering spirit has helped us
Embraer - Incredible Journeys
Embraer released another in its series of “Incredible Journeys� videos. We first covered this campaign in our September 2018 issue, when Embraer launched the series.
Incredible Journeys follows TV presenter (and former UK Royal Marine) Arthur Williams to different places around the world. 15.
Airline Marketing Monthly | June 2019
At the same time as Airbus launched its 50th anniversary campaign,
As part of that he profiles different airlines using the E190-E2, and brings Embraer aircraft to life in a much more effective way than you would have through a standard corporate video. In episode one, Williams visited the E-190-E2 launch customer Wideroe in Norway. Episode two was filmed at London City Airport (where most takeoffs and landings come from E-170s and E-190s), as well as the 2018 Farnborough Air Show. Meanwhile episode three saw Williams go to Vietnam, to look at how Embraer aircraft were helping airlines take advantage of the country’s growing tourism market.
the USA, first of all to Fort Lauderdale, Florida, where he attends a press event at the Embraer offices, before flying to Indianapolis. In Indianapolis, he meets with Brian Bedford of Republic, who talks about why the airline operates almost 200 Embraer aircraft. Yes, the aim of Incredible Journeys is to promote Embraer aircraft, and yes, very occasionally corporate and brand messages are shoehorned in, in a way that doesn’t sound 100% natural. That aside though, the series is excellent, and is a good case study
Airline Marketing Monthly | June 2019
The fourth installment of Incredible Journeys sees Williams going to
and example for industry marketing professionals to look at when thinking about their online video and storytelling efforts. As a pilot himself, Arthur Williams is an engaging presenter, who is clearly enthusiastic about the subject matter. The length (around 10 minutes per episode), allows Williams and Embraer to look at the subject in reasonable detail without it being too long. Finally, the format, of part AV Geek video, part travel show, really works and the production values and investment are clearly very high.
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Credit - Image from Delta
EASA - Not on my flight
which in response to the
them performs their an-
safety of a flight within
growing examples of “air
tics in the interior of a ge-
the European Union is
rage” has launched a
neric, unbranded aircraft
threatened by passengers
campaign in association
, before they are paraded
demonstrating unruly or
with a group of Europe-
in front of a police style
disruptive behaviour.
an Airlines and Airports
crime shot, with details of
called #NotOnMyFlight.
what they’ve done wrong.
incidents involve some
The campaign takes the
First of all, we have the
form of aggression. Once
form of a micro-site, em-
“Flying Mojito” - a middle
a month the situation
phasising the problem
aged man drinking spirits
escalates to such a de-
and the dangers. As well
as he boards, after which
gree forcing the plane to
as video promoting the
he dances around the
perform an emergency
campaign.
cabin and refuses to sit
At least 70% of these
landing.
17.
Three passengers are fea-
down.
These statistics come
tured on the video, each
He’s followed by a lady
from the European Union
representing a particular
who throws other pas-
Aviation Safety Agency,
form of ‘air rage.’ Each of
sengers’ belongings out
Airline Marketing Monthly | June 2019
Every three hours the
of the overhead bins to
the WC to start smoking.
Club” appearing over the
make room for her own
According to EASA, this is
door of the gate.
shopping bags. EASA
Mr “Smokey Lavatory.”
calls this passenger “My
Bouncers wearing
After showing those three
#NotOnMyFlight t-shirts
air rage examples, the
are seen removing unruly
Finally, we have another
video moves to an air-
passengers, after which
middle aged man, but
port set, which is made
everyone in line, waiting
rather than drink alco-
out to look like a night-
to board, cheers.
hol he locks himself into
club, with the sign “Flight
Way Or Runway.”
Association in the UK has been running a campaign called “One too many.” We originally covered this in August 2018, the campaign seeks to remind passengers of the consequences of drinking too much when travelling. This includes a diversion fee up to £80,000 for the most serious in-flight incidents. The campaign has involved a national Facebook and Instagram social media campaign and advertising in ten pilot airports across the UK, including Gatwick, Stansted, Manchester, Birmingham, Bristol and East Midlands Airports (London Heathrow has since joined). As we say in our editorial, we’re not sure how effective these campaigns actually are. Seeing a “one too many” card in an airport bar is unlikely to stop Dave and his ten mates from drinking before his stag party. Meanwhile the #NotOnMyFlight campaign is actually funny, almost slapstick. It’s enjoyable to watch, which may not be the right direction to go down when it
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comes to trying to deter people from anti-social behaviour aboard an aircraft.
Airline Marketing Monthly | June 2019
As well as the Europe wide #NotOnMyFlight, campaign, the Airports Operators’
United - Fly like a Superhero
course a cinema.
ers in the premium ‘Polaris’
series of infotainment style Airline Safety Videos comes
However, while the locations
cabin receiving a themed
from United. The US Airline
in Safety is Global matched
Spiderman amenity kit.
has produced a video in
various United destinations,
partnership with Sony Pic-
here they relate to places
This will feature branded
tures to mark the forthcom-
featured in the new Spider-
products including an eye
ing release of “Spider-Man:
man film.
mask, socks, tissues, ear plugs, a toothbrush and a
Far from home.” The video also has cameos
pen alongside luxury skin-
The video has a similar look
from characters in the mov-
care products, designed
and feel to the last United
ie. E.g. ‘Spiderman’ uses his
exclusively for United cus-
Safety Video, “Safety is Glob-
web in the different safety
tomers.
al,” complete with a cameo
demonstrations, while Peter
by the airline’s boss Oscar
Parkers’s best friend ‘Ned’,
Frequent flyer MilieagePlus
Munoz. Airline flight atten-
is seen with Oscar Munoz
members are also able to
dants talk through safety
outside a movie theatre.
bid award miles to attend the Spider-Man: Far From
features in various real world
19.
tending to United custom-
/ non aircraft locations - e.g.
From June, the collabora-
Home premiere in Los An-
a delicatessen, a park, and of
tion with Sony Pictures is ex-
geles on June 26.
Airline Marketing Monthly | June 2019
The latest in the ongoing
Other airline movie collaborations United is of course not the first airline to have collaborated with a studio on a movie release, other examples include:
Mercury was once a baggage handler at Heathrow. This included a special video where baggage handlers performed “I want to break free”, and various stunts under the heading of “Freddie for a Day.” For example the arrivals boards at Heathrow Terminal Five, were changed to look like Queen songs (e.g. BA 1977 arriving from ‘We will rock you’ - the song was of course released in 1977). (This campaign was our October 2018 cover story)
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Airline Marketing Monthly | June 2019
British Airways and Heathrow a campaign around the launch of the Queen / Freddie Airport ran Mercury Movie, ‘Bohemian Rhapsody’, honouring the fact that
released a Lego Movies themed Safety Video,, with the Lego versions of Batman, Wonderwoman and Superman starring.
In 2016,
Hawaiian Airlines launched an
international marketing campaign to coincide with the release of the Hawaiian themed Disney movie “Moana.”
In 2013,
American Airlines worked with
Disney on the animated film “Planes’, under which American Airlines was able to show the movie on its in-flight entertainment system a month before other airlines. A number of airlines have developed campaigns around the Star Wars series of films. Most notably,
ANA painted a
787-Dreamliner in R2D2 livery to mark the release of ‘The Force Awakens’ in 2015, while earlier this year, United painted a 737 in Star Wars colours in anticipation of the upcoming movie, “The Rise of Skywalker.”
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Airline Marketing Monthly | June 2019
Last year Turkish Airlines
Finally, to promote Amazon and JetBlue’s partnership, where Amazon Prime entertainment is available on-board JetBlue flights, the airline worked with Amazon in setting up a pop up cinema booth at JFK. According to Campaign magazine, brand ambassadors gave out tickets to passengers, which included the chance to win prizes such as Kindles.
Airline Marketing Monthly | June 2019
What’s the benefit of an airline teaming up with a movie studio? Will it sell more flight and / or cinema tickets? In the latter case maybe, in the former case, it’s unlikely. However, with the on-going safety video challenge around who can make the funniest / most different / most talked about and (importantly) most watched safety video, it’s a way of getting your creation to stand out by giving it some star power. At the same time, producing special themed merchandise, for example, with the Spiderman amenity kits in United’s Polaris cabins, will have a lot of value as these will very quickly become collectors’ items. Meanwhile actually painting your aircraft in special movie themed colours, as both ANA and United did with Star Wars, works from a PR and brand awareness point of view, as these aircraft tend to be photographed extensively with the pictures shared across social media.
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An industry guide produced in association with ( caravelo (
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Airline Marketing Monthly | June 2019
The how, where and why of Chatbots
Introduction
This month’s supplement is devoted to chatbots, in
special industry guide of
association with Caravelo, a leading chatbot provider
the year, where we look
focused on travel commerce. Caravelo has so far
at an area of interest
developed solutions for 13 brands including Volaris,
to aviation marketers,
Scoot, Sun Express and Finnair.
in partnership with an industry leader in that field.
We’ve actually featured Caravelo’s chatbot solutions before, for example in the April issue of Airline Marketing Monthly, where we talked about Scoot’s ‘Marvie’ (which stands for ‘Most Awesome and Resourceful Virtual Intern Ever’) chatbot, when it was used as part of the airline’s 2019 Valentine’s campaign. Why Chatbots? They are more efficient for airlines allowing many front line queries to be dealt with faster, they provide another flight booking and management channel, and in a lot of cases they are simply more convenient for your average passenger.
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Airline Marketing Monthly | June 2019
Welcome to our fifth
As SimpliFlying founder
“On average, frequent travellers have memberships
and CEO Shashank
with seven different airline loyalty programs.
Nigam pointed out in a blog post on the convenience of chatbots for frequent fliers:
“While every airline is rushing to release an app, it is not the most convenient for frequent fliers to deal with multiple airline mobile apps each time they travel. In fact, 85% of apps that are downloaded do not get opened a second time after the first month.”
However, people do generally have messenger platforms installed on their phones by default and by and large use them on a day to day basis, be that Facebook Messenger in the West or a service like WeChat or Line in the Far East.
in, both as a customer services and travel concierge / flight management and booking tool.
Our own social media outlook report, found that 3/10 (29%) airlines surveyed had introduced some kind of chatbot functionality in 2018. In this industry guide we first of all look at research that confirms people’s increasingly willingness to interact with brand chatbots. We then have a number of pieces from Caravelo. This includes articles by CEO Iñaki Uriz Millan, including one which makes clear that Chatbots aren’t there to replace live chat functions, in fact the two are very much complementary. Are Chatbots on your radar? Get in touch with Caravelo to discuss the right solution for you.
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Airline Marketing Monthly | June 2019
As a result, this is an area that airlines are starting to take an increasing interest
Are you watching and waiting? Here’s why you should introduce chatbots now An increasing number introduce chatbots as a customer engagement, customer service and concierge tool. Just a few of the examples that Caravelo have built include Scoot’s M.A.R.V.I.E., Volaris’ Vane and Finnair. However most are not on board yet. They have it on their radar, but are watching and waiting before making the investment. Here are a few reasons why you should take the plunge sooner, rather than later:
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Airline Marketing Monthly | June 2019
of airlines are starting to
It mirrors existing user behaviour As we mentioned in the introduction,
In fact, Facebook goes as far as calling
apps often remain unused after being
messenger apps, the “new normal.”
downloaded. By comparison, messaging platforms are what consumers use every day. Instead of asking the consumer to do anything (or download anything) new, you mirror their existing behaviour. As for a lot of consumers, interacting with convenient.
ing apps right now, and this is projected to increase by another quarter (23%) by 2021. As a result, you could argue that messaging apps are more than the new normal. They are actually becoming ubiquitous.
It makes your customer services function more efficient A lot of customer services queries are
matter - the ones that need a resolution
“FAQ-like” in nature: When can I check-
asap.
in, what is my luggage allowance, can I pre-book my seat.
The end result is an increase in efficiency, as well as overall customer satisfac-
Having a chatbot deal with these que-
tion as urgent problems are dealt with in
ries, frees up your customer team to
a more timely manner.
deal with issues and problems that really
You can use chatbots to increase revenue Chatbots can do much more than act as a customer service channel. They can increase your revenues, by selling ancillaries such as extra luggage allowance or seat selection.
27.
Not to mention flights, which can be sold via a chatbot and messenger service. One example is Finnair, which worked with Caravelo to produce its “Finn” chat-bot. “Finn” allows for end to end flight search
Airline Marketing Monthly | June 2019
you over messaging apps is simply more
Over ¾ of Internet users, use messag-
and booking, a baggage calculator
with some of the more common queries,
showing how much you can take on
with the option of transferring to a hu-
board, and contextual FAQ which deal
man agent.
You tap into the world’s largest tourism growth market In our March issue, we talked about Chi-
They use services as WeChat, and if you
na, and how it is the growth market for
don’t have a presence on the platforms
outbound tourism. McKinsey estimates
and networks that they use, then as they
that by next year (2020), there will be 160
are concerned you are invisible.
travellers.
Finnair of course actively targets the Far East market, promoting Helsinki as a
Of course, those Chinese travellers don’t
bridge between East and West. That’s
use the same apps or channels as their
why Caravelo is currently working to
Western counterparts.
bring the Finn chatbot onto WeChat.
It has enormous potential for the future Think back to ten years ago. The idea
smart speaker, or on a messaging plat-
of having a virtual assistant sitting in
form, is only going to increase.
your kitchen or living room, who tells you everything from the weather to how heavy the traffic is on your drive to work, was something you still only saw in sci-fi movies or TV programmes. Yet millions now interact with devices such as Google Home and Amazon Alexa on a daily basis.
Making a reasonably modest investment now, which already has proven business returns (see the Volaris example in this supplement), means you are on board to take advantage of the technology as it progresses, and gets smarter. The alternative is you sit it out, allowing your competitors to steal a march on
And the range of what these assistants
you, and you end up spending more as
can do, whether they exist within a
you have to catch up and scale up fast.
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Airline Marketing Monthly | June 2019
million overseas trips made by Chinese
Consumers broadly accepting of Chatbots
comed by frequent travellers. A study cit-
ing with brand chatbots? The evidence
ed in Hotel Business at the end of last year
shows that there is broad acceptance of it
found that two-thirds of travellers would
- so long as the distinction between a bot
find a chatbot either useful or very useful
and a human being is clear.
in managing business and work travel
Media agency Mindshare worked with
arrangements.
Goldsmiths College in London to produce
In fact, more than a third said they would
a report called “Humanity in the Machine.”
actually prefer to deal with a chatbot than
The research found that almost thirds (62%) of consumers aged 18-65 would be
a human agent, when making their travel plans.
willing to communicate with chatbots
That being said, there is one watch-out,
that represent brands through platforms
consumers don’t like the idea of Chatbots
such as Facebook Messenger.
pretending to be human.
And when looking at the travel industry in
While finding that people were happy to
particular, Chatbots are actively wel-
deal with chatbots, the “Humanity in the
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Airline Marketing Monthly | June 2019
How do consumers feel about interact-
the Machine” report also found that three
by ‘itnig’ on “how to develop truly con-
quarters (75%) wanted clarity that a chat-
versational chatbots”, where he said that
bot really is a chatbot.
chatbots can certainly “have a funny and
Added to that, 60% wouldn’t like it if a
funky personality.” A good example of this is the Marvie
going (e.g. they want it to be useful) and
Chatbot Caravelo developed for Scoot,
48% felt it would be creepy if a chatbot
which matches the informal brand tone of
pretended to be a person.
voice that the Singapore-based LCC uses.
Hence acceptance of chatbots is tem-
JoseLuis Vilar also said that Chatbots can
pered by the fact that many consumers
have a “human touch”, for example by
want their interactions to be largely func-
mimicking the typing mechanism on a
tional: Tell me what I need to know, or
chat channel.
help me.
However, being accessible is one thing.
That point was also reinforced by Caravelo
Pretending to be a person is another
co-founder JoseLuis Vilar, in a talk hosted
thing entirely:
Chatbots are not human simulators, they are virtual assistants. A human hand should always be within reach. As a result, no matter how accessible or useful travel chatbots are, it should always be clear to the consumer that this is what s/he is ultimately dealing with.
Finally, if you have a chatbot, can you use it to cut down on human channels of communication?
urgent customer services queries faster. This is a point made by Caravelo CEO Iñaki Uriz Millan in the next article,
The short answer is no. Chatbots can
where he looks at how a successful
however help your existing staff work
customer services function should
more efficiently, and more to the point
ideally combine chatbots and a human
they can get to more complex and
touch.
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Airline Marketing Monthly | June 2019
chatbot started asking how your day is
It’s not about A.I. vs. human intelligence: successful customer service blends the two frontier of customer service will be delivered by chatbots replacing the concept of human agents. We disagree. As chatbot builders, having successfully launched over a dozen bots to the industry, we know that a bot only approach to customer service By Iùaki Uriz Millan, CEO at ( caravelo (
and engagement is doomed to fail. We know too that companies that utilise bot technology as a compliment to its service agents create a strong interlined team of digital and human.
We believe artificial intelligence should be guided by human intelligence to ensure an enriched customer experience. With bots on hand, human agents can spend more time tackling intricate, sensitive issues that chatbots are not quite ready for. Here’s how we see the role of artificial intelligence within the sphere of airline customer service bots.
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Airline Marketing Monthly | June 2019
We read a paper recently that claimed that the new
The smiling first responder When we first started consulting with airlines around digitalising elements of customer service, it was clear from the data that the overwhelming majority of inquiries to contact centers by phone or chat were easy questions.
That’s where the digital first responder comes in: there to answer the 70% of incoming queries that are so easy a human can answer them in their sleep.
The assistant in the background Real personal assistants are a necessity for the very few. But the concept of having someone performing tasks in the background, to make our lives easier is one we should all experience. That’s where bots come in. Checking prices, checking reward or upgrade availability, checking in, giving you the weather forecast for your destination, making relevant suggestions on how to maximize your time at the airport/in flight/ at destination... all of these things and more can enhance your travel experience.
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Being asked 50 times a day ‘how do I check in online?’ or ‘what is my baggage allowance?’ and responding with an audible smile, every time. That’s tough!
The assistant in the foreground Human intelligence is meant for far greater than repetitive currency conversions or giving advice about ‘the best pizza places’ at your destination. This information should be available without the expense of much needed brain power. This is where A.I. powered bots step in
Airline reps are there to help with the complex and sensitive, where bots aren’t. airline: not just checking flight arrival information, but helping with the broader traveler needs that can’t, and shouldn’t, be delivered by customer service representatives.
Human agents and AI bots in harmony are the new frontier And that frontier is being crossed, every day.
Our bots are created individually for multiple airlines as white-label, bespoke digital assistants that enable and empower human agents to perform better. If you’d like to know more about how a bot can empower your customer service team as well as serving as a retailing assistant, please get in touch.
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Airline Marketing Monthly | June 2019
Bots, in turn, can broaden the capability of service provision by the
How Caravelo’s Vane bot delivers business value for Volaris Airline Marketing Monthly | June 2019
Vane is the chatbot solution that Caravelo developed for Mexican airline Volaris. It works via Facebook Messenger, with Facebook itself being used by the majority of the Mexican adult population. As a result, most Volaris passengers will already be familiar and comfortable with Facebook Messenger use. Communicating in both Spanish and English, Vane allows Volaris customers to search and book flights, add ancillaries (e.g extra luggage), check in, retrieve boarding passes and also to get flight notifications.
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Caravelo also built in a contextual FAQ function, which deals with many of the most common customer related queries, after which there’s the possibility to handover to a human agent. As a mark of Vane's industry impact, the virtual Facebook’s F8 conference in June, as an example of how a bot built into messenger, can deliver real business value without compromising customer experience.
For example, 80% of all inbound care requests are now handled in messenger. The chatbot agents therefore handle 4.5x more interactions on messenger, compared to other channels. As a result, Volaris has decreased live chat costs by 40%, proving in this case that effective utilization of chatbots can prove more productive.
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Airline Marketing Monthly | June 2019
assistant was featured at
Will every airline have a chatbot? Here’s how it’s possible. By JoseLuis Vilar, co-founder, Caravelo We’ve now deployed more than a dozen chatbots for travel companies worldwide. based on their individual requirements. We see the future of passenger servicing and airline retail being driven by bots: personalised, instantly responsive and scalable across multiple platforms. But, how do airline chatbots come to life? We thought we’d share some of the secret sauce so that more airlines can begin to turn messenger platforms into channels for retail and servicing.
Language. Don’t be fooled into thinking that applying an NLU solution delivers a chatbot. Training the empty brain provided by an NLU supplier to be ready to understand your customers interactions, to never be fooled by colloquialisms, takes time: but it pays off. Customer sentiment and their willingness to continue to engage with bots is highly dependent on the quality of the language training. The language (including emojis) your bot employs is vital, too. It’s an extension of your airline brand; representative of everything that your airline aims to differentiate itself through. The right tone and sensitivity that fits your airline, not a copy/paste or generic responses will represent your airline as the epitome of what you stand for.
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Airline Marketing Monthly | June 2019
Each is bespoke to the end customer, with the purpose, content and deployment
Utility. Function. Purpose. Bots have to be able to do stuff. Ideally, lots of stuff. Single purpose bots don’t create long term engagement. That could be booking new services, checking flight status, asking questions on baggage or checking in. Ideally, it’s all of that and more: from day one. We see the future of chatbot technology enabling an ‘assistant’ approach: airline customers being able to get answers to anything related to their travel journey and in real time.
Where does the airline chatbot draw its information from? Being connected to the right content, being able to draw on information, to make that information contextual, is vital. Dependent on the bots purpose, the content could be conversationalized answers to frequently asked questions (FAQ) or a direct feed on flight status information. Accessing the right content based on the users language, delivering on the users intent, requires a broad repository of information and 3rd party system connections. It gets harder when the Utility is to implement true conversational commerce. Commerce for airlines is about retailing, but retailing airline inventory requires access to their PSS. So, delivering an actual retailing experience basically means offering the possibility to transact (payments included) in the same channel. Not simply providing a look-to-book and a handover to airline.com to complete the purchase. Content can mean 3rd parties, too. Messenger apps are the perfect place to retail associated services: reaching customers at the right time, through the right medium, bespoke to them based on personalization.
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Content integration.
Personalization. Even with taking into account the upcoming GDPR compliance, airlines can now personalise communications within a chatbot environment to a much greater degree than any other medium before. Why should your customer have to answer the same question twice? Why shouldn’t offers be bespoke, based on understanding of the customer? Having an engine that not just recognises profiles and behaviour, but that can feed and improve existing data is critical.
Like any technology, shipping beats perfection. Agreeing on what utility and functions constitutes your airlines minimum launch requirements, knowing how your brand translates into a conversational tone is a great place to start. From there, an ongoing dialogue with a partner (rather than a provider) to scope out the long term vision and implementation of further purpose for the bot. Why should chatbot technology in airlines be limited to customer retail and servicing? There are strong use-cases in Human Resources, crew scheduling, staff travel and much more. If you’d like to hear from us on how we help bring airline chatbot technology to life, please be in touch. Feel free to DM me or get in touch with us.
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Roadmap.
Retailing in micro moments: messenger channels are the best place to retail post-sale ancillaries Messenger channels are places for airlines to sell ancillaries, and two complementary trends are making it happen. On one hand messaging apps and channels are turning into eco-systems that allow you to do much more than just ‘message.’ And at the same time, consumers are engaging in countless ‘micro-moments’ on their mobile devices during the day. Together those two trends add up to a powerful sales opportunity for airlines. We’ll explore each of these in turn:
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Airline Marketing Monthly | June 2019
becoming one of the best
Messenger is about more than messaging Arguably, the name ‘Facebook Messenger’ is no longer a completely accurate reflection of the app and the product. As well as message, right now you can play games, watch videos, chat to companies, and in the travel space buy tickets and organise itineraries all on Messenger. In fact, Messenger is about much more than messaging, much in the same way as WeChat is about a lot more than chat. And has been for a while.
doctors appointments, and transfer money to friends and family without ever leaving the app. A lot of analysts believe Facebook’s goal is in fact to turn Messenger into the equivalent of WeChat outside China. In other words, the world’s largest social network will put investment and resources into turning Messenger into a platform where it will be easier for travel brands in particular to sell.
Taking advantage of the “I want to buy” micro-moment What are micro-moments? Google calls this “the moments when we turn to a device—often a smartphone—to take action on whatever we need or want right now. “These I-want-to-know, I-want-to-go, I-want-to-buy, and I-want-to-do moments are loaded with intent, context, and immediacy. “ In fact, when it comes to travel, additional research published by Google shows that while people may book their flights or hotels in advance, half of additional searches and purchases happen when someone is already in the destination, and on mobile devices. In other words, people buy (e.g.) a tour or a form of ground transportation when they need it, and not before. And they do it on their phone.
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WeChat users can, among other things, order food, pay utility bills, get taxis, book
Let’s translate that to the airline space. When will you look at buying additional luggage? A month before travel when booking your ticket? No, it’s the kind of thing you will probably be thinking about just before checking in. And where will you do that? Probably on your phone of course, and there’s every chance it will even be in a cab on the way to the airport, or at the airport itself. Doing so via an intelligent assistant on a messenger application is fast, convenient (one handed typing or voice) and without the need to navigate a mobile website or hold on the phone for a human sales agent. Buying extra luggage of course links into a particular need, “I want to buy”, but what about taking advantage of the “I want to know” or “I want to do” moments.
example is what Finnair does right now with its Finn bot (built by Caravelo). Finnair sells non-airline ancillaries through Finn, such as the Helsinki Card (which offers free public transportation and entrance to top attractions). And the perfect time to do that is when the passenger checks into her / his flight to Helsinki, and s/ he is starting to think about things to do at the destination. To find out how you can take advantage of micro-moments to sell ancillaries to customers, get in touch with Caravelo.
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Airline Marketing Monthly | June 2019
Again, this is where an assistant built into a messenger application can help. A good
Aviation Campaigns
Airline Marketing Monthly | June 2019
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Aegean Airlines 20th anniversary
In addition to a birthday video (in Greek), the airline staged birthday celebrations at Athens Airport, as well as running a seat sale for international passengers. Aegean also ran a stunt called “Aegean calling� on 28th May, where 100 members of the Miles+Bonus loyalty programme were telephoned at random to be offered two round tickets on the Aegean network.
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Airline Marketing Monthly | June 2019
At the end of May, Star Alliance member and Greek airline Aegean Airlines celebrated its 20th anniversary.
Air New Zealand Game of Thrones
length of time he takes to
ful TV series to date, Game
release each book.
of Thrones, finally ended in May. However, the books are not yet finished, with author George RR Martin yet to complete “The Winds of Winter.”
thor, Air New Zealand invited
make it there, and so sug-
Martin to New Zealand at the
gested instead that Air New
airline’s expense, so that he
Zealand fly 20, 30 or 50 US
could finish the book. The
writers, fans and artists to the
video message to Martin said
country.
associated in people’s minds
is Coming for ages now, but
with fantasy literature (The
Winter is already here and it’s
Lord of Rings and Hobbit
petty inspiring.”
an opportunity to capitalise on the publicity surrounding the Game of Thrones franchise, by gently teasing George RR Martin about the
44.
enough money himself to
“you’ve been saying Winter
there), Air New Zealand saw
Martin then said that he has
In a video aimed at the au-
With New Zealand already
films were of course filmed
vention.
Martin responded on his website, thanking Air New Zealand for the offer, and mentioning that he was already going to Wellington, New Zealand in 2020 for the World Science Fiction Con-
According to Stuff, Air New Zealand subsequently agreed to Martin’s idea and will be flying 20 fans to the country for free. The end result - great PR and media coverage, for the price of 20 flights and the (we assume fairly minimal) production costs of a YouTube video.
Airline Marketing Monthly | June 2019
The world’s most success-
ANA - Aoki N’Air A number of airlines have started using podcasts as a storytelling and destination marketing tools. Two examples are KLM and Virgin Atlantic. The latest airline to get into the podcasting space is ANA, which has teamed up with Japanese-American musician Steve Aoki, to front a podcast
The five-episode podcast explores Japanese culture, with a focus on travel, art, food, music and fashion. In each episode, Aoki sits down with his long-time manager Dougie Bohay to talk about Aoki’s personal perspective on what makes Japanese culture unique. The episodes are available to listen on Spotify.
Research shows that podcast listeners
This is of course not the first
are engaged - they actually listen to
collaboration between ANA and Steve Aoki. At the end of 2017, the airline used Aoki (and a number of other celebrities) to front its Experience Class
viewers who click away after a few minutes. They are also more likely to be in a higher earning demographic, and
campaign.
hence more likely to travel.
This included Aoki producing a number
We’re planning a future industry
of short films, as well as curating a
supplement on podcasting, giving
Spotify playlist “Touchdown in Tokyo.”
airlines and airports best-practice
At SimpliFlying, we’re big fans of
consultancy, and wish to partner with
podcasting as a medium (and are indeed considering it ourselves).
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most of the show, unlike YouTube
industry advice. If you are a podcast us on this, contact us!
Airline Marketing Monthly | June 2019
series called Aoki N’Air.
British Airways Centenary Archive As we’ve covered in previous issues (including our February cover story), it’s the British Airways 100th anniversary, with the airline staging a series of the year. The latest 100th anniversary announcement involves BA opening up its archive (via a dedicated webpage) to showcase never before and rare photos from its 100 year history - you can access it here. The page includes a search engine, where you can look for everything from retro advertising and uniforms, to early films. It’s a great resource that nicely underpins BA’s heritage message, and one that will be of interest not only to AV Geeks, but anyone interested in advertising, fashion, or simply historical footage and imagery.
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celebrations throughout
Cathay Pacific - Move Beyond
called “Move Beyond.” According to the Hong Kong based airline, the aim is to embark “on a journey to become one of the world’s greatest service brands.” Move Beyond obviously conveys the idea of continuous improvement. Cathay Pacific says it also means “moving people forward in life, through the airline’s ability to connect them to meaningful people, places and experiences.” The new brand promise comes as the airline has installed new seats and WiFi across most of its long-haul fleet, revamped its food and beverage offering and upgraded its digital platform. There are also new lounge openings, for example in Shanghai, and the airline is also looking to bring back its special “Betsy Beer” (see March 2017 issue). To showcase the new brand slogan, the airline has unveiled a micro-site, as well as a series of videos showing how Cathay Pacific is ‘moving beyond’ with different areas of its business, from its lounges to its route network.
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Cathay Pacific has replaced it’s “Life Well Travelled” brand promise, with a new tag-line
China Southern One Passenger, More Seats
campaigns, and also imagery, don’t often translate across cultures.
Could you imagine British Airways, Delta, Lufthansa, Qantas or Air Canada producing it? The image in question comes from China Southern, in particular from the China Southern WeChat page, and is designed to promote a new service from the airline called “One passenger, more seats.”
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Airline Marketing Monthly | June 2019
The illustration above is an excellent example of how marketing
As the name suggests, this allows you to buy the seat next to you in economy, so that no one else sits there. According to the Life of Guangzhou website, this service is currently available at check-in counters for international flights departing from Guangzhou. It will soon be implemented for Beijing and Shanghai departures as well. Depending on the length of the flight, the extra seat costs from US$37 upwards. It of course does not allow you an extra luggage allowance or an extra meal. As you can see, the illustration shows three unhappy looking passengers squeezed next to each other on one side of an airline
Meanwhile, on the other side, a gentleman who obviously decided to take advantage of the service is stretched out with a coffee cup, as if he were at home on his living room sofa. According to the Google Translate translation, the post talks about “butt pain + back pain + neck pain” on a ten hour night flight. While this might be an accurate description of the long-haul economy experience for a lot of passengers, it of course by association doesn’t say much for China Southern’s own economy class product. The Loyalty Lobby website casts some doubt about how the whole thing will work in practice, as you can only purchase the extra seat, after everyone has checked in: “Are customers supposed to wait in the public area until the last passenger checked in and then decide which seats they want to buy?” Likewise, as the Loyalty Lobby points out, often passengers will reserve two seats leaving the middle seat anyway, in the hope that they can get a free seat for nothing.
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Airline Marketing Monthly | June 2019
aisle.
flypop Promo video
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After that it intends to become a long haul / low cost airline, serving diaspora markets initially in the UK (with flights to Amritsar) but eventually North America as well. This video interview between SimpliFlying Founder Shashank Nigam, and flypop’s CEO Nino Singh Judge, gives a good overview of the airline’s plans. flypop has also just released a promotional video, which according to Nino Singh Judge, “gives a great introduction to passengers about the services that we will offer them when we launch, including cheap flights and great extra additions such as authentic Asian meals and flexible baggage options.”
Airline Marketing Monthly | June 2019
flypop is an airline which has yet to officially launch, but it has already raised more than £2 million in funding, with the aim of raising £6 million by the end of 2019.
Hawaiian Airlines Return with Aloha Australian advertising agency whiteGREY has produced its first piece of work for Hawaiian Airlines. Called ‘Return with Aloha’, at the Australia and New Zealand leisure market, encouraging
“The result is a campaign
leisure travellers to cross
showing the people of
the Pacific and visit the
Hawaii’s kindness and love;
Hawaiian islands (with
the airline’s outstanding
Hawaiian Airlines).
service and the beauty of
According to the agency, while Hawaii appeals as a destination, they wanted
under the Return with Aloha banner.”
to try and break the sense
We’d question whether
of loyalty people have
that’s really unique. Yes,
to their national airlines
the idea of “Aloha” is Ha-
(e.g Qantas and Air New
waiian, but lots of airlines
Zealand).
promote the idea that they
Agency boss Chad Mackenzie says, “Our insight very clearly
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the Hawaiian Islands all
embody the spirit and
can make. And as far as the idea of embodying the spirit of your home country goes, this is what Qantas did with its “Australian Spirit” campaign last year. Really to make this campaign work, and to have the idea of “Aloha” stick, we’d say there needs to be more than just a series of ads.
sense of hospitality you
Rather, there has to be a
find in their home country.
wider and ongoing brand
indicated that the people
As a result, while the ad
of Hawaiian Airlines,
is beautifully shot, the
Hawaii’s culture and the
claims about “compassion,
Aloha spirit is what makes
kindness, love” are ones
the airline stand out from
just about any airline (or
its competitors.
indeed hospitality brand)
campaign demonstrating exactly what the spirit of Aloha means, and how the airline lives and breathes it, as part of its day to day operations.
Airline Marketing Monthly | June 2019
it is aimed specifically
Heathrow - Britain’s busiest airport
publicity via it’s own dedicated behind the scenes fly on the wall documentary -
Britain’s busiest airport. Narrated by Golden Globe winner Julie Waters, the show airs on the UK’s ITV network. Heathrow says that the show was recommissioned after over four million people tuned in per episode last year. The current season of the programme will cover a range of daily challenges - from combatting snow, to bird strike prevention. ITV claims that its weekly family reach in the UK is 72.9%, so with the peak Summer holiday season coming up, it’s the perfect opportunity for the airport to reinforce its position in traveller’s minds as the UK’s (and Europe’s) largest international airport. Heathrow is promoting the show via a dedicated page on the Heathrow blog.
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Airline Marketing Monthly | June 2019
For the fifth year running, London’s Heathrow Airport is getting money can’t buy
Ikea - Curtains for Change (at Hyderabad Airport)
curtains in front of the ladies’ security
want to launch a new curtain range.
booth with Ikea curtains. The booths
How about at an airport?
themselves also had ‘Anglatarar’ and
That’s what Ikea India did in its Curtains for Change campaign. Why?
video shows.
According to its creative agency, Kinetic
Airports are indeed great places to trial
India, airports are the best touch points
new products, and countless brands
if you want to give consumers “product
have done exactly that.
experiences.”
We wonder about the wisdom of
As a result, Ikea ended up launching
branding a security frisking booth
its new curtain collection, ‘Anglatarar’,
though, as security (and especially
which is meant to embody a “synergy of
security searches) is something
Indo-Swedish cultures”, at Hyderabad
many passengers see as a necessary
Airport.
inconvenience, but not something they
In particular, Ikea replaced the brown
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Ikea branding on them as the above
feel in any way positively about.
Airline Marketing Monthly | June 2019
As a furniture retailer, where would you
KLM - Facebook AR Ads KLM has become the first airline in the world to run a campaign using Facebook’s Augmented Reality (AR) ads format. The Dutch airline says it is using the ads to showcase less well known destinations Stavanger and Taipei. By clicking on the AR ad, people will be able to use the Facebook camera to see themselves with a KLM suitcase on their way to the new destination. It will then be possible to enjoy a 360° view of what the destination has to offer within the ‘Try before you Fly’ AR environment Over and above useful travel tips, KLM hopes to add real-time ticket prices within this AR environment as part of the next step. You can try out the Taipei AR ad for yourself by clicking here. KLM has made extensive use of AR technology in the past. For example, last September, the airline launched an AR tool built within its app, where passengers can test whether hand luggage is within the right size.
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Airline Marketing Monthly | June 2019
in its route network such as Edmonton,
SriLankan - Inviting India to explore the world, differently
City Gate Awards 2019, which coincided with ITB in Berlin, for its TV and cinema ads appealing to Indian travellers flying to destinations worldwide via Sri Lanka. Under the brand tagline of ‘Inviting India to explore the world, differently’, the ad highlights the fact that Indian travellers in 13 cities can explore the world with SriLankan Airlines. The video quickly transitions from destination to destination (e.g London, Shanghai, Singapore). The airline says that the idea is to
immerse the viewer in layers of excitement and urge them to be part of the ride. 55.
Airline Marketing Monthly | June 2019
SriLankan Airlines has been recognised with a 'First Star' Award at the Golden
Thai Airways - Frozen Food Range Airline cuisine hasn’t always had the best reputation over the years, but that hasn’t stopped a number of carriers actively promoting the food outside the actual airplane environment. For example, at the end of
sold under the Royal
on the shelf), or the Air
last year United released
Orchid Gourmet brand.
Asia restaurant (which
a cookbook with recipes based on the food served in the Polaris premium
Airways is launching
could just be a PR announcement).
“Eurng Luang Curry Sauce”
Thai cuisine as a whole
aimed at international
is growing in popularity,
Meanwhile Air Asia boss
markets in Europe and
a poll in the UK last year
Tony Fernandes has
Asia.
found that food from SE
cabins.
publicly floated the idea of opening up fast food restaurants, which would serve what you get on Air Asia flights.
Thai Airways says that the Royal Orchid Gourmet frozen food includes beef and chicken Masaman
Asia is becoming more popular than the traditional alternatives of Italian or Indian cuisine.
Rice, Green Curry Rice, Red
Having a Thai food range
Thai Airways has gone one
Curry Rice, Panaeng Rice,
carrying the stamp of
better in announcing that
and Krapao Rice with fried
approval from the national
it will be selling frozen food
egg.
airline surely would give
ready meals in Thailand. According to the Bangkok Post, the announcement was made at the Thaifex World of Food Exhibition,
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At the same time, Thai
with the products being
It’s an interesting idea and potentially a much better brand extension than the United Cookbook (cookbooks involve effort and can remain
it a sense of authenticity, and it would be the kind of product supermarket shoppers interested in SE Asian or Thai food would instantly gravitate to.
Airline Marketing Monthly | June 2019
they serve, and taking it
News from SimpliFlying
Airline Marketing Monthly | June 2019
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Get your copy of SOAR!
Jet’ chose SOAR as the site’s travel book of the week, writing that the book
sets a new direction on and a new attitude toward airline marketing. What is SOAR? It’s one of the top selling and ranked marketing books on Amazon. Written by SimpliFlying CEO and Founder, Shashank Nigam, it is the first book to chart the journey of a series of exceptional airline brands, through the eyes of the very people who make it happen - the employees. In writing this book, Shashank has drawn on his experience of helping almost 100 brands in aviation to become remarkable. You can order it now, by clicking here.
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Airline Marketing Monthly | June 2019
At the end of April, travel website and blog ‘Johnny
Aviation brands in this issue Aegean Airlines Airbus ANA British Airways Caravelo Cathay Pacific China Southern EASA Embraer Flypop Embraer Hawaiian Airlines Heathrow Airport KLM SriLankan Airlines Thai Airways Transavia United
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Airline Marketing Monthly | June 2019
Air New Zealand
