All Nippon Airways (ANA) recently teamed up with the Japanese National Tourism Organization (JNTO) for a campaign that rewards travelers for creating original recipes. In recently years, many airlines have adopted a gamification model for long and short-term promotions. This campaign adds a creative culinary element to the traditional travel rewards model.
The new ANA campaign asks US residents to put together a recipe that involves their favorite beer. Once contestants have come up with an original recipe, they must submit a photo of their dish and a 500 character description of what they have created. The winner will be rewarded with a trip to Aichi, Japan, which is a city that is renowned for its soy-based craft beer.
Unlike traditional travel promotions, this contest involves a competitive and interactive element that rewards travelers for being creative. As a result, the unique contest gives consumers a different way to connect to airlines and earn rewards.
Recipe-Based Travel Promotions
This Campaign Rewards Travelers for Their Culinary Creations
Trend Themes
1. Gamification Model - Airlines adopting gamification models for long and short-term promotions.
2. Culinary Travel Rewards - Travel promotions that reward travelers for creating original recipes.
3. Competitive Interactive Contests - Contests that involve a competitive and interactive element to reward travelers for creativity.
Industry Implications
1. Airlines - Airlines leveraging gamification and interactive contests for travel promotions.
2. Tourism - Tourism organizations partnering with airlines to offer culinary travel rewards.
3. Food and Beverage - Food and beverage industry benefiting from recipe-based travel promotions.