1. A HUMBLE DIGITAL MARKETING
PRESENTATION
for Airline Companies
Tuesday, February 18, 14

2. Outline
Quick Tips for Digital Marketers
Top 3 Campaigns
#1 West Jet - New Years Eve
#2 British Airways - Yourope
#3 Air New Zealand - Kiwi Sceptics
Sympathy Award
Ryanair - Shut the f**k up!
Tuesday, February 18, 14

3. Target moments, not impressions
Cater the consumer behavior instead of changing it
Build customer loyalty instantly on the first encounter
Tuesday, February 18, 14

4. Tuesday, February 18, 14

5. # 1 WestJet - New Years Eve
We all have seen WestJet’s amazing
campaign on our News Feeds recently,
which brought the joy and “brand
loyalty” to our homes.
It covers two of the three essentials of digital
marketing;
Targeting Moments
Building customer loyalty through being a loyal
brand.
Who doesn’t want to claim exact christmas gift
instead of a baggage?
It’s not surprising that it became viral on the day
of its release....
Tuesday, February 18, 14

6. # 2 British Airways - Yourope
Creating a cyber trip as a guide and
propellant for customers, brilliant
idea...
Choose your city, lifestyle and let the adventure
begin!
Success factor is simple, 10 minutes of eyeball
trap!
It doesn’t matter you’ve been in to these cities or
not, nor your lifestyle, you are going to watch every
single adventure, which are proudly presented by
British Airways!
Tuesday, February 18, 14

7. # 3 Air New Zealand - Kiwi Sceptics
“Kiwi Sceptics” = Australians who
aren’t convinced enough of New
Zealand’s charms to go there.
Now its time to change this attitude!
Creating hub, blogs, guides, media banners, video
diaries, online editorials was just a part of this
campaign. With the implemented cookies they
retargeted those engaged consumers and drove the
change of attitude to sales...
Results:
80% Hub engagers now describe themselves as “Kiwi Lovers”
Ticket conversion rates increased %234
Whole campaign resulted in a ROI of 400% !
Tuesday, February 18, 14

8. Sympathy Award,
Ryanair - Shut the f**k up!
Human being is a very grumbling
organism. You might be offering them
cheapest flights but surely they will
find something to complain like the
uncomfortable seats or baggage
allowance.
Campaign’s message:
“You are flying with Ryanair, because it has the
cheapest tickets, so shut the f**k up!”
Simply they avoided complainers...
This is a perfect example of a backlash when you
are cornered by your customers’ unlogical
complaints. Try to make something out of it
through a witty path...
Tuesday, February 18, 14

9. Links
WestJet
http://www.youtube.com/watch?v=zIEIvi2MuEk
British Airways
http://adsoftheworld.com/media/online/british_airways_yourope
Air New Zealand
http://www.youtube.com/watch?v=E_5FqmT1FVA
Ryanair
http://adsoftheworld.com/media/ambient/ryanair_with_prices_this_cheap_shut_the_fck_up
Tuesday, February 18, 14

10. Thank you
for sparing your time !
Tuesday, February 18, 14