Airline marketing evolves to get consumers excited about traveling
Implications - Previously highlighting luxurious amenities or technological advancements to garner attention, airline marketing has evolved to be more in touch with consumers by increasing the interactivity factor in campaigns. Flash mobs and online campaigns are helping to humanize airlines and reconnect with consumers that are demanding more attention (and a more personal feel) from brands.
Trend Themes
1. Interactive Marketing Campaigns - Airlines are adopting interactivity in their marketing campaigns and events to tap into consumers' emotions and create a personal bond with them. This creates the opportunity for creating a more humanized experience that differentiates the airline from competitors.
2. Online Giveaway Promotions - Virtual contests and giveaways like the Jet Blue and British Airways Christmas campaigns provide an avenue for airlines to build relationships with customers that are grounded in goodwill. This can differentiate airlines from competitors and entice consumers to consider these airlines over others.
3. Surprise and Delight Tactics - Tactics such as the WestJet Christmas Miracle campaign leverage the power of surprise and delight to create powerful and emotional experiences for customers that can go viral on social media. This can drive customer loyalty and positive brand sentiment that can lead to more business in the future.
Industry Implications
1. Travel and Hospitality Industry - The travel and hospitality industry as a whole can learn from the interactive, engaging campaigns that the airline industry is implementing and create humanizing experiences that build loyalty.
2. Marketing and Advertising Industry - The marketing and advertising industry can take cues from the surprise and delight tactics deployed by airlines and create emotionally compelling campaigns that resonate with consumers.
3. Technology Industry - The technology industry can develop new and more sophisticated methods for tracking flights and creating interactive experiences, as seen in the British Airways #Lookup campaign, that can drive engagement and differentiate brands from one another.
5 Featured, 39 Examples:
289,514 Total Clicks
Date Range:
Jul 13 — Jan 14
Trending:
Average
Consumer Insight Topics:
