Category
World
Layered Getaways
Trend cluster
Category
Adjacent
Airline
Airline brands turn to unconventional promos that emphasize value.
3.2
Trend score
Trend
What is the Adjacent Airline trend?
Adjacent Airline: As brands across industries move to focus on creating innovative promotional campaigns that captivate consumer attention amid an increasingly cluttered marketing climate, several airlines are launching features and campaigns that contribute to a brand's storytelling efforts while also drawing attention to new services designed with contemporary consumer values in mind. An efficient means of reinforcing brand values in a memorable and highly shareable way, this shift highlights the covert marketing tactics that are necessary when appealing to discerning consumers weary of being marketed to.
Trend themes
Themes within the Adjacent Airline trend
Three behaviours holding the trend together01
Brand Storytelling
Airlines are launching features and campaigns that contribute to a brand's storytelling efforts while also drawing attention to new services designed with contemporary consumer values in mind.
02
Sustainable Tourism
Airlines are taking an interest in rooftop farms, catering their brand towards a more environmentally conscious audience, and offering layover vacations that provide travelers with a more authentic experience.
03
Digital & Social Media Campaigns
Brands are launching clever promotional campaigns on social media platforms to captivate consumer attention amid an increasingly cluttered marketing climate.
Industry implications
What the Adjacent Airline trend means for industry
Where the trend changes the playbookFor
Food Industry
Airline brands are selling travel deals through bags of potato chips and offering affordable airplane grocery marts. JetBlue grows its own blue potatoes that are used in their complimentary blue potato chips, nourished by the leftovers from restaurants located within the terminal.
For
Tourism Industry
Airlines are offering layover vacations that provide travelers with a more authentic experience, and creating disruptive innovation opportunities for sustainable tourism.
For
Non-Profit Industry
Virgin America's exclusive first class sneakers sales enabled 100% of the money made to be donated to Soles4Soles, a global non-profit that distributes shoes and clothing to people in poverty.
Workshop question
If you were to launch a cross industry campaign, which industry would you collaborate with?
Trend signals
Trend signals for Adjacent Airline
Trend score 3.2 out of 10, from popularity 51%, activity 38%, freshness 8%.
Popularity51%
Activity38%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Adjacent Airline trend
6 featured examples from Apr 21, 2015 to Oct 17, 2016CategoryEco
Airplane Rooftop Farms
'JetBlue' Now Grows the Blue Potatoes That it Uses for Its Chips at JFK
Airlines like JetBlue can leverage rooftop farms to create an eco-friendly and sustainable image, enticing environmentally conscious travelers.
CategoryMarketing
Affordable Airline Grocery Marts
The easyFoodstore in London is Sells All Groceries for 25p
Disruptive innovation opportunity: Introduce a new business model that focuses on offering groceries at significantly lower prices to tap into the market of cost-conscious consume…
CategoryMarketing
Uplifting Blue Monday Campaigns
The EasyJet Orange Monday Campaign Aimed to Elevate #BlueMonday
Airlines can leverage special days like Blue Monday to run campaigns that aim to uplift consumers and promote their brand.
CategoryFashion
Airline-Branded Luxury Sneakers
The Virgin America First Class Shoes Bring Luxury Flying to Feet
Luxury travel brands can explore partnerships with fashion and design companies to create branded accessories that cater to affluent travelers seeking unique experiences.
CategoryMarketing
Accompanied Layover Vacations
This Promotion Allows Icelandair Passengers to Book a Personal Guide
Airlines can offer unique services and experiences, such as personalized travel guides and layover excursions, to attract customers and differentiate themselves from competitors.
CategoryLifestyle
Globetrotting Snack Bags
Transavia Airlines' Potato Chip Bags Satisfy Cravings and Wanderlust
Airlines can explore disruptive innovation by integrating travel promotions into snack products, providing customers with additional value and unique experiences.
