Airline brands turn to unconventional promos that emphasize value
Implications - 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.
Workshop Question - If you were to launch a cross industry campaign, which industry would you collaborate with?
Trend Themes
1. 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.
2. 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.
3. Digital & Social Media Campaigns - Brands are launching clever promotional campaigns on social media platforms to captivate consumer attention amid an increasingly cluttered marketing climate.
Industry Implications
1. 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.
2. Tourism Industry - Airlines are offering layover vacations that provide travelers with a more authentic experience, and creating disruptive innovation opportunities for sustainable tourism.
3. 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.
6 Featured, 45 Examples:
199,813 Total Clicks
Date Range:
Apr 15 — Nov 16
Trending:
Mild
Consumer Insight Topics:
