# Adjacent Airline Airline brands turn to unconventional promos that emphasize value. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Nov 17, 2016 | Category: [World](https://www.trendhunter.com/pro/category/global-trends-and-hip-travel) Source: Trend Hunter, https://www.trendhunter.com/protrends/adjacent-airline ## Key Figures - Trend score: 3.2/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Apr 21, 2015 to Oct 17, 2016 - Published: Nov 17, 2016 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Adjacent Airline trend ### 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. ### 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. ### Digital & Social Media Campaigns Brands are launching clever promotional campaigns on social media platforms to captivate consumer attention amid an increasingly cluttered marketing climate. ## What the Adjacent Airline trend means for industry ### For 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 for Adjacent Airline Trend score 3.2 out of 10, from popularity 51%, activity 38%, freshness 8%. - Popularity: 51% - Activity: 38% - Freshness: 8% ## Examples of the Adjacent Airline trend 6 featured examples from Apr 21, 2015 to Oct 17, 2016. - [Airplane Rooftop Farms](https://www.trendhunter.com/trends/rooftop-farms): 'JetBlue' Now Grows the Blue Potatoes That it Uses for Its Chips at JFK (Category: Eco) Implication: Airlines like JetBlue can leverage rooftop farms to create an eco-friendly and sustainable image, enticing environmentally conscious travelers. - [Affordable Airline Grocery Marts](https://www.trendhunter.com/trends/easyfoodstore): The easyFoodstore in London is Sells All Groceries for 25p (Category: Marketing) Implication: 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… - [Uplifting Blue Monday Campaigns](https://www.trendhunter.com/trends/easyjet-orange-monday): The EasyJet Orange Monday Campaign Aimed to Elevate #BlueMonday (Category: Marketing) Implication: Airlines can leverage special days like Blue Monday to run campaigns that aim to uplift consumers and promote their brand. - [Airline-Branded Luxury Sneakers](https://www.trendhunter.com/trends/virgin-america-first-class): The Virgin America First Class Shoes Bring Luxury Flying to Feet (Category: Fashion) Implication: Luxury travel brands can explore partnerships with fashion and design companies to create branded accessories that cater to affluent travelers seeking unique experiences. - [Accompanied Layover Vacations](https://www.trendhunter.com/trends/icelandair-passengers): This Promotion Allows Icelandair Passengers to Book a Personal Guide (Category: Marketing) Implication: Airlines can offer unique services and experiences, such as personalized travel guides and layover excursions, to attract customers and differentiate themselves from competitors. - [Globetrotting Snack Bags](https://www.trendhunter.com/trends/potato-chip-bag): Transavia Airlines' Potato Chip Bags Satisfy Cravings and Wanderlust (Category: Lifestyle) Implication: Airlines can explore disruptive innovation by integrating travel promotions into snack products, providing customers with additional value and unique experiences. ## Recent trend clusters - [Layered Getaways](https://www.trendhunter.com/protrends/short-trip-leisure) (World) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in World - [Electrically Powered Airline Seats](https://www.trendhunter.com/trends/premium-economy-seat) - [Family Rave Vacations](https://www.trendhunter.com/trends/family-rave) - [Free In-Flight Internet](https://www.trendhunter.com/trends/free-in-flight-internet) - [Flexible Luxury Motorhomes](https://www.trendhunter.com/trends/flexible-luxury-motorhomes) All articles: [World](https://www.trendhunter.com/world)