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Innovative airline marketing campaigns that stood out in 2014

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In order to connect and engage with ever more experienced, connected, and informed consumers, who routinely ignore the commercials and ads thrown at them, airlines around the world are becoming more sophisticated in their marketing activities and are finding new ways to break through the advertising clutter. As such, we are witnessing the birth of many creative campaigns from airlines, be it experiental, social, mobile, digital or traditional media initiatives.

Airline Marketing Benchmark Report
Airlinetrends.com and SimpliFlying jointly produce the premium monthly Airline Marketing Benchmark Report, which features the most innovative marketing campaigns recently launched by airlines around the world. Each month’s report contains 15 new case-studies that inform and inspire airline marketers and creative agencies how other airlines are making a difference with their marketing-communication campaigns. So far, we have published 28 editions, reporting on over 400 airline case studies. Have a look at this sample report and infographic to learn more.

Clients that have subscribed to the monthly service include Etihad, Turkish Airlines, Aeroflot, Aer Lingus, LAN, Qantas, Air New Zealand, Boeing and Airbus. Learn more »

Innovative campaigns in 2014
To recap 2014, we have selected those innovative marketing campaigns launched by airlines in the past year that in our opinion do a great job engaging today’s media-savvy and connected consumers.

1. KLM takes ‘social service’ to a new level with #HappyToHelp campaign

KLM in October took its social media-based customer service to another level with a bold campaign called #HappyToHelp. During five days, a dedicated team scanned social media forany passenger facing travel woes throughout the world, and responded with real-time answers and support. Read article »

2. Airlines let food trucks do the promotion

Food trucks are a hot phenomenon these days, having evolved from chip stands into quality gourmet food-on-the-go. In an effort to reach today’s marketing-savvy consumers, Korean Air and Lufthansa in the fall of this year were the latest airlines to capitalize on the food truck trend for marketing purposes. Read article »

3. JetBlue turns a flight ticket into a ‘chain letter of human goodness’

JetBlue in November put its own twist on the concept of ‘paying it forward’, by awarding a free ticket to several deserving individuals involved in humanitarian efforts. In an ongoing effort, JetBlue lets that person select another deserving recipient of the free ticket, and so on and so on. Read article » Read full article

KLM lets friends and family surprise their loved ones with a ‘seat cover’ greeting

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By Raymond Kollau, airlinetrends.com

KLM is on a roll when it comes to surprising passengers with unexpected touches. In the past months, the airline has set up a dedicated ‘Lost & Found’ team at Amsterdam Schiphol Airport that aims to reunite lost items as soon as possible with their legitimate owner. The team uses all available information like seat number, phone numbers and public social media details to reunite passengers with their belongings a.s.a.p.

And last month KLM took its social media-based customer service to another level with a bold campaign called #HappyToHelp. During five days, a dedicated team scanned social media for any passenger facing travel woes throughout the world, and responded with real-time answers and support.

Cover Greetings
Showing the sheer diversity of stories of passengers travelling on the same aircraft on a given day, KLM’s latest effort is called ‘Cover Greetings’ and involved placing a personal message from loved ones staying at home to their boyfriend, girlfriend or relative on the headrest of their KLM aircraft seat.

The airline spotted people saying goodbye to their families at the departure gate, then whisked their relatives away to a place where they could decorate a seat cover with their own message. KLM together with AmsterdamSchipholAirport worked together to ensure that the personal message was placed on the right seat in the aircraft.

This made for an unexpected and touching moment for the passengers who boarded the plane as they saw a headrest cover made especially for them.

The moving video showing the cover greetings and passenger’s responses can be watched online and is also currently played on a large, centrally located, screen at Amsterdam Schiphol Airport.

Although the stunt took place on a single day, involving passengers from three different flights, the airline says it might develop ‘Cover Greetings’ into a permanent service.

JetBlue turns a flight ticket into a ‘chain letter of human goodness’

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This case appears in the November 2014 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing capaigns recently launched by airlines around the world. Learn more »

JetBlue is putting its own twist on the concept of “paying it forward,” in a social media-driven initiative called “Fly it Forward” (video here). The program sends one ticket on a never-ending trip around the JetBlue network, aiming to enable people to fulfill a dream or make a meaningful humanitarian impact on the world.

The airline started the long-term campaign by awarding one free JetBlue ticket to several deserving individuals involved in humanitarian efforts, then let that person select another deserving recipient of a free ticket, and so on and so on. Or as the Creativity Online website nicely summarizes the generous concept: “JetBlue is turning an airline ticket into a chain letter of human goodness.”

The first Fly It Forward ticket recipients, shown in this heartwarming video (1.2 million views of YouTube so far), include Tameka Lawson, who represented her Chicago non-profit I-Grow at a UN conference in New York, and Louis Elneus, whose organization Haiti Lumiere helped build the first public library in his home country of Haiti.

These initial recipients were found and picked by JetBlue employees, and now the airline is asking people to submit their own nominations for the next people to get the ticket, through the Fly It Forward microsite and social channels using the hashtag #FlyitForward.

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KLM takes ‘social service’ to a new level with #HappyToHelp campaign

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By Raymond Kollau, airlinetrends.com

KLM, known for its savvy social service and innovative marketing campaigns, took both to new levels last week with a bold #HappyToHelp campaign.

Starting with the premise that the best promotion for customer service is great customer service, a dedicated team scanned social media during five days for passengers facing travel woes throughout the world, and responded with a creative and relevant #HappytoHelp answer produced and personalised for single passengers in real-time – even when those passengers were not travelling with KLM.

On- and offline
Selected problems would then be solved in a variety of ways, ranging from actual physical intervention, such as helping someone retrieve a forgotten passport and still make their flight, to providing one-to-one advice or information through social media.

During the week, KLM’s social media team could rely on the back-up from a team of fast-producing creative people from KLM’s creative agency Tribal DDB with different skills to produce content. Answers ranged from a simple text message to an Instagram picture, a Vine, or YouTube video.

For example, KLM staff made a wake up call over the phone and offered breakfast at the airport (video here) to a traveller who had to get up early to catch her flight, provided a tailored weather report to a traveller who was unsure what to pack for that last minute trip to Ibiza, and recorded a video with personalized Spanish language lessons to a traveller flying to Mexico.

The airline even hired a speed boat on the Hudson River (video) to help out passengers who risked missing a flight–any flight–due to being stuck in traffic on their way to JFK. “Imagine the impact if you are not flying with KLM but it is KLM that gets to the airport,” says Pol Hoenderboom, creative director at Tribal DDB Amsterdam. Read full article

Airlines let food trucks do the promotion

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This case appears in the October 2014 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing capaigns recently launched by airlines around the world. Learn more »

Food trucks are a hot phenomenon these days, evolving from chip stands into quality gourmet food on the go. As experiencing the products and services offered onboard has become an effective marketing tool for airlines to engage savvy consumers, a handful of airlines have capitalized on the food truck trend for marketing purposes.

For more on how airlines are using their onboard catering to engage the general public, see our contribution to this New York Times article “Ground-Level Tastings of the Best Food in the Sky.”

Air France, Austrian, Delta, United, Stockholm Arlanda Airport
For example, in March 2011 Air France sent their own gourmet food truck around the streets of New York City as a means of promoting their on-board catering services. The Air France truck featured dishes by Michelin Star Chef Joël Robuchon and was stationed at locations that were announced via Twitter and Facebook.

On a similar note, nearly a year prior to Air France’s food truck debut, Austrian’s coffee truck toured the streets of NYC as well. Austrian’s initiative was centred around its direct flights to Vienna, and the coffee service was a homage to traditional Viennese coffee and was distributed freely.

Also on the food truck and aviation roster in NYC was Delta Air Lines, who served hot cocoa, while United Airlines promoted the launch of a new route from San Francisco to Taipei this May by partnering with Taiwanese food truck Mamaliu to offer San Franciscans free lunches courtesy of United during a week.

The first airport to use a food truck to promote the restaurants and cafes present at the airport has been Stockholm Arlanda, which sent the Arlanda Food Truck around Stockholm during the fall of 2013. Read full article

Emirates, Thomas Cook and Marriott trial Oculus Rift virtual reality headsets

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By Raymond Kollau, airlinetrends.com

We have seen airlines experiment with the latest digital technologies such as Google Glass (Virgin Atlantic, Spring), smartwatches (Vueling, Iberia, airberlin), and even drones (easyJet).

Besides giving airlines an idea of the feasibility of deploying the latest digital devices into daily operations, the trials also create lot of PR (see also the ‘Innovation is the Marketing’ trend in our free The State of Airline Marketing 2014 report).

The latest technology on the block is virtual reality. Virtual reality company Oculus has been building momentum since it launched the Kickstarter campaign for its Oculus Rift headset – a head mounted virtual reality 3D display, which features an ultra-wide field of view and low latency head tracking – two years ago. The company was acquired by Facebook earlier this year for USD 2 billion.

As the travel industry is always among the first to trial new technologies, companies such as Emirates, Marriott Hotels and British tour operator Thomas Cook recently let the public try on Oculus Rift headsets to immerse themselves in a 3D environment.

According to Thomas Cook, “the technology advancements in virtual reality over the last 18 months have made it a real contender for playing a key role in changing the way we can showcase experience-based products to our customers.”

Emirates ‘Innovation Lab’
Set up in 2012, the Emirates Innovation Lab is a platform where Emirates’ creative minds can come together and brainstorm on pioneering ideas, develop them, and apply these ideas to the airline business.

At the GITEX Technology Week in Dubai earlier this month, the Emirates Innovation Lab showed one of its creations which combines Google Street View with the Oculus Rift headset to give users an immersive experience of an Emirates A380 aircraft – allowing a person to be “transported” on board and have a virtual tour of the onboard lounge, the shower spa, and the Business and First Class cabins. According to Emirates, The Innovation Lab will be exploring the use of the technology for their potential use in cabin crew training and applications. Read full article

Discarded airline materials are upcycled into sports gear, soccer balls and handbags

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By Raymond Kollau, airlinetrends.com

We have reported before on ‘upcycle’ initiatives from airlines, with carriers such as KLM (uniforms), Finnair (seat covers, seat belts, curtains), Delta (seat covers) and Air France (life jackets) giving discarded airline interior materials a second life as stylish bags. The benefits are three-fold: waste is recycled, airlines add an eco-friendly touch to their brands, and many consumers like the story behind the upcycled product. Here a few more interesting recent examples.

Boeing: From carbon fiber to sports gear
Boeing and American manufacturer of sports equipment Russell Brands are working together to incorporate leftover carbon fiber from B787 Dreamliner production in Russell Athletic protective athletic gear. Composite materials make up 50 percent of the primary structure of the 787, including the fuselage and wing.

Boeing and Russell Athletic see significant benefits in using aerospace-grade carbon fiber because the carbon filaments provide a high strength-to-weight ratio and greater durability. Aerospace-grade carbon fiber is thinner, stronger and approximately 10 percent lighter compared to competitors.

An initial collaboration uses the material in Russell Athletic’s new CarbonTek football shoulder pad system. The aerospace-grade carbon fiber is strong, thin, light and durable, Boeing said. In football pads it also offers increased range of motion and secure fit for the athlete’s body.

Boeing says several “elite” college players from Division I universities will be wearing the CarbonTek during the upcoming football season, as well as Russell Athletic’s three pro football ambassadors: Pierre Garcon, Mark Ingram and Colt McCoy.

Southwest: From seat to soccer ball
After a large-scale interior redesign of many of its B737 aircraft, Southwest found itself with an excess of 80,000 leather seat covers — enough to fill the EmpireStateBuilding. “We had this idea of ‘could we do something with this leather beyond recycling it or shredding it? Could we repurpose it?'” says Marilee McInnis, the airline’s senior manager of culture and communications.

Southwest dubbed the initiative “Luv Seat: Repurpose with Purpose” and reached out to potential partners to take the used leather, but found that there were few takers. Read full article

FREE REPORT » The State of Airline Marketing 2014

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The State of Airline Marketing 2014 is a free annual report published by airlinetrends.com and Simpliflying that identifies the latest trends in airline marketing and communication. The report puts the individual cases highlighted in the monthly editions of our premium Airline Marketing Benchmark Report into a broader perspective.
Download the free report here »

Faced with ever more experienced consumers, who routinely ignore the commercials and ads thrown at them, airlines – just like other consumer brands – are finding new ways to break through the advertising clutter to reach and engage consumers.

Besides dreaming up experiental marketing and creative – traditional media-based – initiatives, airlines around the world are equipping themselves with the tools and know-how to conquer the digital marketing revolution, experimenting with new social media platforms and launching mobile campaigns that link the online with the offline world.

In today’s fast-moving environment, it is important not just to be creative and innovative yourself but to be more striking than your immediate competition as well. However, given the speed at which things move in digital media, it is no easy task to stay on top of the latest trends, fads and innovations.

Over the past two-and-a-half years, SimpliFlying and airlinetrends.com have published the premium Airline Marketing Benchmark Report.  Published monthly, the report contains a selection of 15 of the most innovative marketing and advertising campaigns launched by airlines around the world.

Across the more than 350 innovative marketing initiatives [infographic here] that have been featured to date in the reports, we have identified 7 trends that range from onboard micro events to visual culture to people power and creative out-of-home initiatives – and reflect the current state of airline marketing.

VIDEO: 7 AIRLINE MARKETING TRENDS

MICRO EVENTS
Ranging from mid-air fashion shows to inflight bingo and product giveaways, a growing number of airlines are organizing surprise onboard events in order to turn an otherwise unremarkable flight into something passengers will talk about on social media, generating some ‘earned’ publicity for the airline.

COOL TECH
As technology is evolving at a rapid pace and many airlines have problems to think outside the box in order to develop innovative new services, forward-looking carriers are recognizing they better team up with the creative and technology classes to co-create new applications in so-called ‘hackatons’.

VISUAL CULTURE
Tapping into today’s visual culture, the selfie craze has also hit airlines, while airline videos on YouTube videos – from safety videos to commercials featuring football stars to tear-jerking spots – have gone on to become immensely popular. Read full article

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Innovation is the Marketing » BA high-tech neuro blanket tracks passenger’s emotions

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This trend appears in the upcoming edition of our 2014 The State of Airline Marketing, a free annual report published by airlinetrends.com and Simpliflying that identifies the latest trends in airline marketing and communication. Download the free report here »

Unlike investments in new aircraft, cabin interiors and seats, innovations in services in order to improve the passenger experience do not have to have large financial consequences.

It basically comes down to creative ideas, and the current revolution in social media and personal digital devices allows forward-looking airlines to come up with new services that — even though not all of them will be a great commercial success — will contribute to the airline’s brand by creating buzz and a sense that the airline is trying to improve the experience.

BA’s ‘Happiness Blanket’
In an effort to gain more insights into – as well as promote – its onboard products and services, British Airways has conducted an experiment at 30,000ft to find out more about how passengers sleep and rest in the air, in order to help shape services such as timing of meals, types of films shows and seat positions.

The airline asked passengers located in different cabins to cover themselves under a so-called ‘Happiness Blanket’, which is woven with fibre optics, uses neuro-sensors to measure a person’s brainwaves and ‘meditative state’, and which changes colour – from red to blue – to show when they are at their most relaxed.

Additionally, a special headband – the MyndPlay BrainBand – has been used to measure a person’s meditative state on a scale of one to 100. This is then relayed via Bluetooth to LED lights woven into the blanket.

When the number is low it will turn red or when it is near the 100 mark it will turn blue. As well as detecting brainwave activity, it can also monitor a user’s level of concentration and relaxation.

Behavioral response
British Airways will analyze the data from the blankets to make the in-flight experience better. The color patterns will give an idea to the crew on the behavioral response of the passengers to in-flight services such as the timing of meals, the menu, and the movie options. Read full article

Kids drawings make their way to onboard amenities, aircraft liveries and boarding passes

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This case appears in the July 2014 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing capaigns recently launched by airlines around the world. Learn more » 

There are few things that put a smile on people’s faces like kids creating imaginative drawings and proudly showing the result of their hard work. Moving beyond the regular (read: slightly boring) children drawing competitions, airlines such as Aeroflot, Korean Air and Jetstar Asia have opted to actually feature the creative results from these competitions on their inflight materials, aircraft liveries and boarding passes, which adds a sympathetic touch and a nice story to their brand.

Inflight event (Aeroflot)
To strike a chord with passengers, Aeroflot celebrated International Children’s Day in a creative way. On June 1st, young passengers flying with Aeroflot on that day took part in a painting exhibit onboard more than 20 long-haul flights.

The kids were given some time to create their drawings using a colouring set from the amenity kits for children. Other passengers were also involved in the action: As the kids were trying hard to make a nice drawings, parents were ready to help, while others were watching the process, eager to see the results.

Having finished their drawings, the little artists then proudly presented their masterpieces to the whole aircraft walking up and down the aisles and were rewarded with passengers admiration and a gift from Aeroflot – a funny inflatable plane.

“For kids it was a good chance to express their impressions of the journey with Aeroflot and for us to let them feel our care and love. The festive atmosphere made the flight unforgettable. It was a truly touching moment to see the kids being the heroes of the day!” reads an Aeroflot statement.

During the first half of June, Aeroflot also organized a ‘Colors of the Earth and Sky’ painting contest on social media. Out of 400 entries, 20 winners were chosen who were awarded with a visit to Aeroflot’s main office in the center of Moscow and their paintings could be used in the design of future amenity kits and other services for young passengers on board.

Aircraft livery (Korean Air)
Another sympathetic initiative is Korean Air’s ‘Draw Your Own Plane’ contest, which has been held several times by the airline. One campaign asked kids in elementary schools across South Korea to make a drawing inspired by South Korea’s heritage, while another event saw kids busy painting at one of Korean Air’s aircraft hangars (images here). The winning creations, chosen out of hundreds of drawings, were featured on the liveries of a Korean Air B747-400 and a B737-800. Read full article

Brussels Airlines’ Flight Ball campaign lets real-world aircraft play virtual soccer

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This case appears in the July 2014 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and Simpliflying that identifies the latest innovative marketing capaigns recently launched by airlines around the world. Learn more »

Last week, Brussels Airlines flew the Belgian national soccer team – a.k.a. The Red Devils – to São Paulo for the 2014 world cup. For this flight ‘SN2014’, Brussels Airlines had painted one of its A330s in the Belgian Red Devils colours.

To add to the football atmosphere up in the air, a synthetic soccer pitch carpet replaced the regular aisle carpet, while the panels that separate Business Class from Economy Class featured life-size photos of the Red Devils in action (images here).

Flight ‘SN2014’ had 150 seats available for fans to fly together with the players and to go to all the world cup matches the Red Devils play. For this purpose, a special EUR 3,499 travel package was created, which includes flights and entrance tickets to matches of the Red Devils.

Flight Ball
Brussels Airlines also offered the public the chance to win one of the fan flight packages and together with ad agency BBDO devised an original way to select the winner: Flight Ball.

Flightball works like a real football field except that players are replaced by planes flying in real-time over Begian airspace. To monitor each available aircraft, Brussels Airlines and BBDO partnered with Casper, a company that visualizes aircraft tracking data, for the provision of  real-time aircraft movement data and the placement of special antennas throughout Belgium. Using the collected data, airplanes then became the players in the game. Read full article

Cebu Pacific taps into Hong Kong monsoon season to promote flights to the Philippines

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This case appears in the June 2014 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and SimpliFlying, which identifies the latest innovative marketing capaigns recently launched by airlines around the world. Learn more »

The effectiveness of outdoor advertising is often a result of its originality. Europe’s third largest low-cost carrier Norwegian, for example, has built a reputation when it comes to launching innovative campaigns to persuade Scandinavians to book a flight to a southern, more sunny, destination in Europe.

Earlier this year, the airline asked commuters at Oslo’s central train station to have their picture taken and get their skin tone saturation measured digitally. The contestants’ images then were directly uploaded onto a giant screen, where the audience could follow who was the palest person in the league. The three palest contestants won a trip to sunny Gran Canaria.

On a similar note, last year Norwegian installed a rain gauge on bus shelters that recorded how much rain fell in the city to push people to get out of the country (video here), while in 2011 as part of its ‘Internet Sun Generator campaign’, Norwegian tracked down negative winter-related expressions on Facebook, Twitter and blogs, and converted this information into a digital formula that controlled a big artificial sun places placed in front of Oslo’s central railway station. The more negative the conversation about the winter-darkness, the stronger the sun would shine.

Cebu Pacific
Meanwhile in Hong Kong, which receives just 100 hours of sunshine during its summer monsoon season, Cebu Pacific – the largest low-cost carrier of the Philippines – used the wet weather as an integral part of a campaign to drive bookings to a much sunnier Philippines.

The clever campaign used water repellent spray was used to draw ads onto the ground in high traffic areas throughout the city, making them invisible until wet weather hits, when water droplets roll off the sprayed surface, revealing a brief tagline, “It’s Sunny in the Philippines.” Read full article

Infographic » What makes great airline marketing?

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Our research into over 350 airline marketing case-studies across the globe has resulted in the publication of over 20 issues of our monthly Airline Marketing Benchmark Report, in partnership with SimpliFlying. This monthly report service contains our selection of 15 of the most innovative airline marketing case studies that show how airlines are breaking through the advertising clutter to reach and engage their target audience.

While these premium reports are subscribed to by the likes of Etihad, Turkish Airlines, Aeroflot, Qantas, Air New Zealand, Aer Lingus, Google, Boeing, Airbus and others, we thought we’d also share some of the most interesting statistics and take-aways from the case-studies we published.

Here are some key take-aways before getting to the infographic below:

5 CATEGORIES | Airline marketing and communication initiatives can be split into 5 types of campaigns: Experiential, social, digital, traditional, themed events.

EXPERIENTIAL |As the airline industry still captures the public’s imagination (despite all the hassle of flying), airlines are very active in creating temporary venues where the public can experience their products and services.

SOCIAL, DIGITAL | Unsurprisingly, a lot of innovation is taking place in the social and digital domains, with social and digital clocking in nearly 50 percent of the 350 campaigns we researched.

INNOVATIVE | European airlines lead with the most number of innovative marketing campaigns, creating over 140 airline marketing campaigns that made it to our reports over the last two years. Read full article

EasyJet asks travellers to recognize its 10th million passenger at Toulouse Airport

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This case appears in the April 2014 edition of the Airline Marketing Benchmark, a monthly report by airlinetrends.com and SimpliFlying that identifies the latest innovative marketing capaigns recently launched by airlines around the world. Learn more » 

Tapping into the current nostalgia trend, childhood memories of the globally known ‘Guess Who?’ (a.ka. ‘Who Am I’) game were brought back to life in Toulouse-Blagnac on February 28th, when easyJet created a life-size, live version of the popular board game to celebrate the fact that in 10 years the airline had carried 10 million passengers through the southern France airport.

Situated airside, passengers were invited to get involved in a game to guess the 10 millionth passenger who was hidden in a group of 24 ‘extras’.

The rules mimicked the real-life game, so passengers has to ask questions such as “Does he/she have blue eyes? Is he/she wearing a hat?” etc, in order to eliminate as many of the 24 people with one question.

Those participants who correctly named the mystery passenger after eliminating the impostors were given free flights with easyJet. Video of the event here and more images here.

After the airport event, the airline put a digital version of the ‘Guess Who’ game online (called Enigme A Bord by easyJet France) for 10 days, which was played over 2,500 times on the first day alone.

Delta offers the public the chance to be seated next to a star of the ‘creative class’

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By Raymond Kollau, airlinetrends.com

Pioneered by Silicon Valley-favourite Virgin America, more and more airlines are aligning themselves with the creative, entrepreneurial and technology industries and position themselves as forward looking.

American x SXSW
For example, pushing hard to shake off its old image, American Airlines at the 2013 SXSW event in Austin created a #newAmerican ‘brand space’ and together with AT&T organized a hack-a-thon at the event, allowing more than 60 developers to work with American’s travel API for the first time to see what they could come up with to further develop the users experience with the airline.

The event also saw American launch a ‘Napkin Pitch Contest’, where travelers could pitch a business idea to the airline to make the world a better place, all on a simple airline napkin.

Delta  x TED
Meanwhile, Delta has aligned itself closely with TED, the world-renowned gathering of “ideas worth spreading” that has become the go-to event for those thinking different.

In 2011, Delta teamed with TED to generate innovative crowd-sourced ideas to improve the travel experience, called ‘Ideas in Flight’. The program uses curated TEDTalks in social media as thought-starters to inspire their community, across technology, entertainment, design, etcetera. Delta also features TED Talks on its IFE radio channel.

In 2013, Delta showcased its renewed focus on sleep at TED by hosting a talk from renowned Oxford neuroscientist and sleep expert Dr. Russell Foster addressing jet lag. The airline demonstrated his research in action with a so-called ‘Photon Shower’ – a small light chamber that conference attendees could enter for a short period of time to help reset their body clocks through a personalized light treatment.

Delta Innovation Class
Delta’s latest initiative aimed at the ‘creative class’ is called ‘Delta Innovation Class’. In what the airline calls “a mentoring program taking place at 35,000 ft,” Delta has picked a select number of leaders in the field of art, business and technology who will be traveling to select events around the globe during 2014. Delta is offering one lucky person per flight the opportunity to sit next to one of these persons, “to meet face-to-face with some of the world’s most interesting people in a truly unique one-on-one,” as the airline puts it. Read full article