The Icelandair 'Stopover Pass' Redefines In-Flight Entertainment
Laura McQuarrie — September 19, 2017 — Marketing
References: icelandair.us
Transatlantic travel usually means that airline passengers are given ample opportunity to enjoy plenty of in-flight entertainment, but Icelandair's 'Stopover Pass' offers something other than movies.
With the Icelandair Stopover Pass, passengers are able to become immersed in a taste of Iceland's vibrant arts and culture at no extra cost, as part of an 11-hour, three-act theatre performance that unfolds right on one's flight. The 'Ahead of Time' performance was directed by Gideon Reeling and takes cues from the airline's history, philosophy and most notably, its role in empowering women over the course of its 80-year history. Recently, the performance was staged on a flight from London's Heathrow airport to New York’s JFK via Iceland.
As well as launching the Stopover Pass, Icelandair also introduced Stopover Buddies to help those who book an Icelandair stopover in Iceland learn more about what the island nation has to offer.
With the Icelandair Stopover Pass, passengers are able to become immersed in a taste of Iceland's vibrant arts and culture at no extra cost, as part of an 11-hour, three-act theatre performance that unfolds right on one's flight. The 'Ahead of Time' performance was directed by Gideon Reeling and takes cues from the airline's history, philosophy and most notably, its role in empowering women over the course of its 80-year history. Recently, the performance was staged on a flight from London's Heathrow airport to New York’s JFK via Iceland.
As well as launching the Stopover Pass, Icelandair also introduced Stopover Buddies to help those who book an Icelandair stopover in Iceland learn more about what the island nation has to offer.
Trend Themes
1. Immersive In-flight Performances - A trend of incorporating live performances into airline flights, enhancing the in-flight entertainment experience.
2. Stopover Pass - A trend of offering unique experiences and cultural immersion as part of a layover or stopover during air travel.
3. Stopover Buddies - A trend of providing personal guides or assistants to enhance the travel experience during stopovers.
Industry Implications
1. Airline - Opportunities for airlines to differentiate themselves by offering immersive in-flight performances and unique stopover experiences.
2. Theatre - Opportunities for theatre companies and directors to collaborate with airlines and create unique performances for in-flight entertainment.
3. Travel and Tourism - Opportunities for travel companies to offer stopover packages that include cultural immersion experiences and personalized guides.
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