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Adjacent Airline

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.
3.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 45 Examples:
199,171 Total Clicks
Date Range:
Apr 15 — Nov 16
Trending:
Mild

Featured Examples

Airplane Rooftop Farms
Airplane Rooftop Farms
'JetBlue' Now Grows the Blue Potatoes That it Uses for Its Chips at JFK
JetBlue Airlines is adding to its rooftop dog walk terrace and performance stage by taking an interest in rooftop farms. At the John F. Kennedy airport in New York, Terminal 5 is turning into a very... MORE
Affordable Airline Grocery Marts
Affordable Airline Grocery Marts
The easyFoodstore in London is Sells All Groceries for 25p
With the pilot store now open in north west London, budget airline easyJet’s new retail concept is a grocery store with everything priced at 25p. The easyFoodstore boasts its inexpensive stock... MORE
Uplifting Blue Monday Campaigns
Uplifting Blue Monday Campaigns
The EasyJet Orange Monday Campaign Aimed to Elevate #BlueMonday
The EasyJet Orange Monday campaign is a clever promotion from the United Kingdom-based budget airline brand that aimed to uplift consumers on the so-called saddest day of the year. Taking place on... MORE
Airline-Branded Luxury Sneakers
Airline-Branded Luxury Sneakers
The Virgin America First Class Shoes Bring Luxury Flying to Feet
Virgin America’s first class seats on flights are luxurious, to say the least, and the company is showing that experience with the Virgin America First Class sneakers. The shoes, made as a... MORE
play_circle_filledAccompanied Layover Vacations
Accompanied Layover Vacations
This Promotion Allows Icelandair Passengers to Book a Personal Guide
A brand new promotion allows Icelandair passengers to book a personal tour guide to show them around the country. While Icelandair already offers a week-long stopover in the country for no extra... MORE
Globetrotting Snack Bags
Globetrotting Snack Bags
Transavia Airlines' Potato Chip Bags Satisfy Cravings and Wanderlust
Purchasing a plane ticket can take a huge bite out of your funds, but with #SnackHolidays from Transavia Airlines, taking a flight is no more expensive than buying a potato chip bag. Sold through... MORE

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