July 2011 | Following earlier crowdsourcing initiatives by airlines like Air New Zealand, Cathay Pacific and Emirates, which have been turned into actual products such as elements of in-flight menus and amenity kits, British Airways has launched a co-creation campaign in the run up to the London 2012 Olympic Games under the strapline ’We Can Help Your Talent Fly’.
BA Great Britons
As part of its ‘Great Britons’ programme, launched in 2009, BA is inviting aspiring chefs, scriptwriters and artists to submit their ideas for an onboard menu, in-flight movie and aircraft livery. The winner of each category will then receive one-to-one mentoring from culinary expert Heston Blumenthal, actor Richard E Grant and artist Tracey Emin to develop their idea further.
The winner of the food category will produce a bold British menu, in cooperation with Michelin-star restaurant owner and chef Heston Blumenthal, which will be served on board BA flights around the Games. The winner in the film category will receive mentoring from actor, scriptwriter and director Richard E Grant, to write a short film. The final production will be broadcast on board BA flights in the run up to the Games, and showcased at the pre-show to the Olympic Games Opening Ceremony. In the art category, Turner Prize nominated artist and Royal Academician Tracey Emin will mentor the winner to produce an iconic piece of artwork for the livery of 12 BA aircraft.
The BA Great Britons programme is open to Britons aged 16 and above and applications close on 27th July 2011. Judging will take place in August 2011 and the winner from each category will be announced on 21st August 2011. A panel of judges, including Blumenthal, Grant and Emin, along with BAFTA, The Royal Academy of Arts and Taste Festival, will select a shortlist of finalists based on the entries. They will be judged on criteria including creativity, passion, experience and raw talent.
KLM, Estonian Air, Alaska Airlines
BA isn’t the only airline that is currently running an co-creation campaign. KLM has just launched a ‘Bright Ideas’ tab on its Facebook page, asking its followers to come up with new ideas and/or share their opinion on new KLM products and services.
Estonian Air has launched a similar campaign called ‘My Estonian Air’, in which it asks the public for input how to develop the airline further. Says the airline’s new CEO Tero Taskila: “We have received hundreds of comments on the first day alone. The comments and ideas ranged from dreams of having Estonian Air Space services to small requests such as being able to carry family pet rabbit in cabin. Surprisingly, all comments are positive and constructive rather than complaints.”
Alaska Airlines, meanwhile, has recently unveiled a crowdsourced aircraft livery of the ‘Portland Timbers’, a Portland-based soccer team that Alaska Airlines sponsors. The winning design was chosen from among 500 entries.
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