Surveillance billboards, burning calories, reading novels
Airlines are becoming more sophisticated in their marketing activities, getting creative with experimental, social, mobile, digital and traditional media initiatives. Airlinetrends.com and the aviation marketing consultancy SimpliFlying list some of the best from the last year.
British Airways recently mounted digital billboards with surveillance technology that activate when a BA flight is passing overhead. Whenever a visible flight passes, a child starts running, pointing upwards and chasing the plane.
Airlines like Delta, American and British Airways are following Virgin America’s example in positioning themselves as geek-chic by attending conferences such as TED and SXSW.
AirBaltic’s new Burn the Miles app rewards passengers using the airline’s BalticMiles frequent flier program for burned calories. Smartphones’ built-in accelerometers measure whether the passengers succeed in matching every mile they fly with a calorie burned within 24 hours of landing.
More bookish in its marketing techniques, Qantas has created a range of new fiction titles for frequent flyers on long-haul routes. The novels, written by Australian authors and stylishly designed, correspond with the length of the flights.
[pictured: BA’s “Look Up” campaign]