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Airline Marketing Monthly - January 2019

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  • Airline
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The January issue of AMM, published on 22/1. This includes a special supplement inside the magazine on the mobile traveller, produced in association with Urban Airship.

In addition, the first

In addition, the first 100 people who subsequently registered via the microsite were given a surprise thank you of a Voucher worth SAR 300 to use on their next flight with flyadeal. The stunt got Flyadeal a lot of exposure in the region. This included coverage in the National, Gulf News and Step Feed (“Saudi budget airline brilliantly pranks people.”) Needless to say, engagements and comments on flyadeal’s social channels were high, with plenty of debate between people who loved and hated it. We very much fall into the former camp - this was an inspired idea. It’s the kind of concept where you are 95% sure it is a joke, but a small part of you wonders if there might be something behind it. After all, the concept of using cargo space for passengers is not so outlandish, last year Qantas CEO Alan Joyce suggested exactly that (albeit his thought was to use the area to improve passenger comfort on ultra long haul flights, not to sell cheap seats). It in no way damages the brand, as some commentators on LinkedIn suggested. Just the opposite actually, it shows flyadeal to be fun, and accessible. And whether people liked or hated the idea, it got them talking about saving money - the number one thing an LCC wants to get across. Also, while the idea was good, so was the follow-up, with the funny short videos making fun of the whole concept. One of the benchmarks for us on whether a stunt is successful is this - is it a “one hit wonder”? Does the stunt happen, and then it’s gone and people have forgotten about it, or does it have some kind of longer shelf life? flyadeal managed to keep campaign momentum going, even after it came clean that the whole idea was just a prank. 22 Airline Marketing Monthly - January 2019

UNITED AIRLINES COOKBOOK (UNITED) Looking for some cooking inspiration in 2019? For something very different, why not recreate the airline dining experience at home! That’s now possible thanks to a new cookbook released by United Airlines. For .99 you can get your hands on the The United Polaris Cookbook, which aims to promote the onboard dining experience of United’s Polaris business class. The book has 40 recipes ‘inspired’ by the airline’s business class menu. In addition to being created by United Airlines executive chefs, recipes have also been created by the Trotter Project, “a nonprofit organization committed to mentoring and inspiring a new generation of culinary minds” - i.e training the chefs of tomorrow, through internships, scholarships and mentoring schemes . United hasn’t actually issued a press release about the cookbook, instead news seems to have simply filtered out (we’re not sure if that was a cunning tactic to generate word of mouth coverage, or if they genuinely didn’t see the news value) Airline Marketing Monthly - January 2019 23

Airline Marketing Monthly

Airline Marketing Monthly - January 2019
Airline Marketing Monthly - December 2018
Airline Marketing Monthly - November 2018
Airline Marketing Monthly - October
Airline Marketing Monthly - September
Airline Marketing Monthly - August
Airline Marketing Monthly - July
Airline Marketing Monthly - June
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