Air Canada vs. Delta Airlines on Instagram

Zixuan Liang

How often does each brand post?

Air Canada is active on Instagram and posts content on a daily basis. However, the company rarely posts information on weekends. It can make 1 – 3 posts each day. Delta Airlines is also active on Instagram whereby it posts content both on weekdays and weekends. Each day, the company can post 2 – 4 times.

Which kind of content does each brand post?

Air Canada posts mainly videos and pictures. Most of the content focuses on the airline, for example, the latest aircraft and nature. Delta Airlines also posts videos and pictures. The content contains mainly the company’s aircraft, crew members, services offered and travel destinations.

Does each brand use 50/50 rule?

Air Canada does not consider the 50/50 rule because most of the content is about the company’s aircraft and services. Thus, the posts mainly promote the services of the company.

Delta Airlines applies the 50/50 rule. Half of the posts show the services offered by the company. The remaining content shows videos of nature, customers, and people who enable the company to achieve its objectives. Besides, the content demonstrates how the company helps other people such as young artists.

Keyword sentences used by each brand

Air Canada uses terms such as “connect”, “#Canada”, and “#fly the flag”. Delta Airline uses words such as “#Delta” and “#PEK”.

What are the most successful recent posts?

Air Canada had the most successful post on February 10, 2017, which shows a moving aircraft. The post has 11246 likes and 655 comments ("Instagram photo by Air Canada • Feb 9, 2017, at 5:24 pm UTC", 2017).

Delta Airlines had a successful post on February 7, 2017, when it posted a picture showing an aerial view of Central Park. The post has 18206 likes and 291 comments ("Instagram photo by Delta Air Lines • Feb 7, 2017, at 3:52 pm UTC", 2017). 

Why are these posts successful?

The picture posted by Air Canada aims at attracting the attention of customers, which makes it easy to convince them to use the airline. The picture shows the aircraft’s steadiness and fast speed, which is highly convenient to customers.

The post by Delta Airlines is successful because it demonstrates that the company has a great corporate social responsibility and prefers operating in a healthy environment. Thus, the company easily attracts customers by showing them its interest to nature.

Emirates vs Etihad on YouTube

Mandeep Singh

How often does each airline post a new video?

Emirates is not as active on YouTube when compared to their other social media channels; Facebook and Twitter.  The last video posted by Emirates on YouTube was one month ago which is a video of a warm welcome to the country Dubai. They welcomed with fireworks symbolizing greetings to the people in Dubai and wishing them a Happy 2017 New Year.  

Etihad in comparison to Emirates is much more active on YouTube. The last video posted by Etihad on YouTube was one week ago which is a video of spending 48 hours in Abu Dhabi (United Arab Emirates), they were advertising and promoting one of their most famous trips/flights.

What kind of video content does each airline post?

Emirates posts a variety of different content on YouTube, such as – their latest services in-flight, meals, Dubai, promotions on Fly Emirates, commercials, deals, holiday packages, inflight features, Wi-Fi services on board, Emirates E-gate guest login, safety and rules.

Etihad also posts variety of content including; commercials of deals and new flights/aircrafts, services provided to VVIP members of Etihad, games, meals, automatic guest login system and lounge food/services.

In the description area, what kind of content is included?

Inside of a usual Emirates YouTube video, the description would consist of a summary and some information on and about and of the video. It may also mention a few of its keywords and a link to its main website for addition information on the content being shared.

Inside of a usual Etihad YouTube video, the description box would include a summary and some information about the video. It may also use some of its keywords and provide a link to the Etihad website in order for its viewers to access more information or details on the topic being shared by the video.

Which are your two airlines most successful recent videos?

A recent Emirates video that became successful is a video titled “Jennifer Aniston TV commercial | A380 | Emirates Airline”.  The following video has a very famous Hollywood actress named Jennifer Aniston, who is flying the A380 with a little friend. The little boy takes her around the entire plane as all locations inside the plane are being advertised. For example; the lounge, technology, services, seating, and more. This video has 5,312,965 views, 17,032 likes and 1,942 comments. 

You can watch the video by clicking on this link: https://www.youtube.com/watch?v=yz_qZQbiZuA

A recent Etihad video that was successful is a video titled “Reimagine | Etihad A380 Virtual Reality experience featuring Nicole Kidman | 360 video”.  The video introduces an Etihad aircraft called the A380 with the help of a Hollywood Celebrity as well! Her name is Nicole Kidman. Very intelligently, they made the video 360 which allows its viewers to feel like they are actually inside the plane. They can scroll around look at anything inside of the plane. This video has 2,500,555 views, 1,252 likes and 289 comments.

 You can watch the video by clicking on the following link: https://www.youtube.com/watch?v=2NxhilMIvzE

Why do you think these two videos were so successful? 

The Emirates video is successful because it is a video on how big a new aircraft is and how many features could it hold within it to not just keeping everyone in the flight satisfied but also keeping them happy, enjoyable and busy with a never ending entertainment on the longest trip also. Another reason it was very successful is that it is a TV commercial that was also shown on TV with a star (celebrity) hired for this TV commercial Jennifer.

The Etihad’s video is successful because it is a video on how anyone who didn’t ever travel on Etihad or even if they did travel on Etihad then how realistic could it feel to them and in what ways could they feel the experience of flight. 

WestJet vs Cathay Pacific on YouTube

Harveen Ghumaan

How often does each Airline company post a new video?

WestJet is not as active on YouTube as it is on Facebook and Twitter. The last video they posted on their YouTube channel was February 13^th, 2017 (8 hours ago). The video is about how WestJet has increased its Quebec service. Skimming through their videos, it is visible that they post around 2-3 times in a month. WestJet posts its videos in 2 languages; English and French.

Cathay Pacific is also not as active on YouTube as it on Facebook and Twitter. The last video they posted on their YouTube channel was 3 weeks ago from February 13^th, 2017. The video is about Cathay Pacific & Cathay Dragon – Marriage in the Air. Skimming through their videos, it is visible that they post around 4-5 times every 2 months, and about 2 times in between that gap.

What kind of video content does each Airline company post?

WestJet posts a variety of different content on YouTube, all ranging from commercials, experiences, miracles, services, captain retirements, flights and more!

Cathay Pacific also posts a variety of different content on YouTube, all ranging from members, launches, contests, planes, apps, inflight safety, staff and more!

In the description area, what kind of content is included?

In a typical WestJet video the description area consists of a summary as to what the video is about and any link(s) to their website to access additional information on the subject they are sharing.

Alike WestJet’s YouTube video descriptions, in a typical Cathay Pacific video the description area consists of a summary as to what the video is about and any link(s) to their website to access additional information on the subject they are sharing.

Which are your Airline Company’s most successful recent videos?

A recent WestJet video that is successful is the video “WestJet Christmas Miracle: Fort McMurray Strong”. This video captures one of WestJet’s Christmas miracle’s towards a family. This video has 1, 393,591 views, 4,670 likes, and 593 comments. You can watch this video by clicking on the following link: https://www.youtube.com/watch?v=y7qZclJIjOM

A recent Cathay Pacific video that is successful is the video “A350 before Your Eyes”. This video gives its viewers a glimpse of one of their aircraft models. It also describes to them how it will change the way they travel. This video has 75,972 views, 283 likes, and 22 comments. You can watch this video by clicking on the following link: https://www.youtube.com/watch?v=3kkSEeh-kOQ

Why do you think these two videos were so successful?

The WestJet video was successful because it shared something very different and unique in comparison to other Airline companies. Viewers found this miraculous experience to be something so special and considerate for families. WestJet is going up and beyond in keeping their clients happy, valued, and cared for.

The Cathay Pacific video was successful because it advertises and introduces one of their aircraft models, which interest its viewers. Something new is always liked because it would be different and special. Also, viewers felt the company growing and advancing.

WestJet vs Cathay Pacific on Facebook

Harveen Ghumaan

How often does each Airline company post?

WestJet is very active on Facebook. WestJet posts almost every day. On WestJet’s main Facebook page, during the cycle of a 7 day week (i.e. Monday – Sunday) WestJet posts around 5 times a week. They may skip 1 weekday to post depending on the amount of events and sales they could be promoting. On the weekends, WestJet is less active, posting around once over the 2 day period.

Cathay Pacific is also quite active on Facebook. Cathay Pacific posts almost every day too. On Cathay Pacific’s main Facebook page, during the cycle of a 7 day week (i.e. Monday – Sunday) Cathay Pacific posts around 4-5 times a week. Alike WestJet, they usually skip 1 weekday to post. Sometimes, Cathay Pacific posts 2 times in 1 day. Also, WestJet was still posting during the dates December 25^th- December 30^th. WestJet posted about 3 times during this period. Whereas, Cathay Pacific didn’t post after December 25^th until December 30^th. I feel they should have posted and advertised since people get holidays at this time of year and could potentially plane a trip.

What kind of content does each Airline company post?

WestJet posts a lot of different content on their main Facebook page. Their content ranges from sales, promotions, weather advisories, travel advisories, destination wedding ideas, flight schedules, office views from inside the plane, plane takeoff & departure shots, trips, birthday ideas, airport incidents, and wishes! These posts are conveyed through images and videos.

On the other hand, Cathay Pacific’s posts are much different in comparison to WestJet’s. On Cathay Pacific’s main Facebook page their posts consist a mix of promotions on how to earn more or double Asia miles, wishes, trips, sales, good news, Marco Polo & Diamond and Gold Cub benefits, challenges/contests, charities/donations, and plane takeoff shots. Alike WestJet posts, Cathay Pacific also shares their content through images and videos.

Does each Airline company use the 50/50 rule?

WestJet promotes its audience to answer back to some of their ideas. For example, they post destination wedding ideas, holiday ideas, and birthday ideas. With this, they post a question asking their audience what they think or feel about it.

Cathay Pacific promotes challenges, contents, and quizzes to earn and win prizes. Their fans can win things like a limited edition Year of the Rooster collectible or a Cathay Pacific power bank, and more! Also, they post picture of their destinations and question their audiences what they feel about the destination?

           

Keyword sentences used by either Airline company

WestJet uses keywords sentences in their Facebook posts like: “Lowest fares can be found for travel on Tuesdays and Wednesdays”, “Sale now”, and “Get away”.

Cathay Pacific uses keywords sentences on their Facebook posts like: “Good news!”, “Seat sales”, and “Dream Destination (Quiz)”.

Which are the most successful recent posts?

The most successful recent WestJet post was on January 28, 2017 at 9:35am. It has 1,576 likes, 29, 796 shares, and 5,151 comments. The post was a Travel Advisory.

The most successful recent Cathay Pacific post was on January 17, 2017 at 12:00pm. It has 1,539 likes, 62 shares, and 29 comments. The post was a “Good news!” post declaring that they’re increasing their Toronto flights to twice a day, summer 2017.

Why are these posts successful?

The WestJet post was successful because WestJet clients and fans were aware of travelling rules and regulations. This post showed how WestJet is in check with current traveling requirements. A lot of their clients and fans shared this post due to being against Donald Trump’s decision and to show their hate towards him. A lot of people also shared this to show their support against this unfair decision that the President of America has made.

The Cathay Pacific post was successful because Cathay Pacific clients and fans received a summer vibe from it. Also, many of the clients and fans were happy to hear this news as it gives them more choices and flexibility as to which day they would like to fly. Consumers love to have more freedom and choices. 

Lufthansa Content Marketing Idea

Jayesh Gill

A contest would be held in which people will write about what they like best about Lufthansa using the hashtag #ilovelufthansa and share their experience along with a funny selfie of themselves. The contest would be open for everyone to participate but the participant will have to follow Lufthansa either on Twitter or Instagram.

 There will be 3 winners selected each day and the winners of the campaign would get 80% on any flight booking, which will be valid for up to one year. For the promotion of the contest Lufthansa airlines would inform it’s passengers through the media screens in their planes, on all their social media accounts and on the travel websites.

The duration of this contest would be for one week starting from July 1. This ad would be launched during the summer travel to increase the flow of audience since summer is the time of maximum volume of sales.

The audience for this campaign would include all those people who are active on social media. This promotion would be serving 2 purpose; first it would be used for acquiring new audience on their social media accounts (increasing the number of followers and likes on Twitter and Instagram) and to keep their existing users engaged.  This campaign will also make the company aware of the things people like about them the most.

This is a student- concept for a Sheridan Pilon School of Business Digital Marketing Course

British Airways vs Lufthansa on Twitter

Jayesh Gill

How often does each brand post?

British Airways is active on twitter posting almost every day once. On average they are more active on week days than on the weekends.

Lufthansa is more active compared to British Airways with posting the content. They post everyday ranging from 2 to 3 posts regardless of weekend or week days.

What kind of content does each brand post?

For the recent posts of British Airways have been regarding the weather and if it has any effect on their flights and informing about that particular fight time. Other post include booking summer flights from different locations, announcements for new routes, celebration of events. They have variety but are mostly focused on providing content about their flight status.

Lufthansa post on the other hand has a lot of variety. Their post are more interactive, they have different types of quizzes to keep their page exciting, they are also listening to the complaints of the people and are responding right away to deal with their issues. Like Facebook they have #LHcityoftheMonth going on along with #LHFashionFlight which provides fashion tips, shopping spots in different cities.

You can have a look at the twitter pages of both the brands

Keyword sentences used by either brand.

British airways keywords are #Malaga, #Palma, #Ibiza, on board. Keywords used by Lufthansa are #LHcityoftheMonth, #MondayMotivation, #LufthansaMagazin, #LHFashionFlight.

Does each brand use the 50/50 rule?

Both of the airlines does not follow the 50/50 rule. Their recent posts have been promoting their own business.

Which are the most successful recent posts?

The most successful recent post of British airways was on January 26, 2017. It had 192 retweets and 817 likes. The post was the celebration of the Republic Day for the Indians, and British airways was wishing all the Indian happy Republic Day.

The most successful post for the Lufthansa was on February 2, 2017. It had 34 retweets and 81 likes. The post was about creating excitement about their plane. The post asked people to find out about the name of the plane in the video. #LHA350

British Airways vs Lufthansa on Facebook

Jayesh Gill

How often does each brand post?

British airways is moderately active on Facebook. They post their content mostly after every 3^rd or 4^th day, though there are slight variation of dates with the posting of the content. There was a gap of 10 days of posting from January 17^th-27^th. They only post one post on their Facebook page.  

On the other hand Lufthansa is highly active, posting their content every day. For the last 7 days from 8 to 14^th they have posted only one post, but if we look further back they have been posting at least 2 post each day.

What kind of content does each brand post?

British Airways content have a lot of variety, but mostly there post focuses on how they can make the customer’s trip unforgettable or encouraging them to travel different places using their flights. For example- their content include the celebration of the events and making trips,  posts about The Who and IAG cargo for celebrating touring together for 50 years, their partnership with other brands, announcements of the new routes, fundraising held etc. All of their post include either images or has a video to make it more engaging.

Lufthansa’s post are quite a different in terms of the content they post compared to British Airways. Their post are about different cities rather than compelling the people to buy their airplane tickets. They use city of the month hashtag in which they focus on one city but along with it their post include variety of ways to interact with people such as their post with a picture of city from the plane asking the people to guess the city.  

Does each brand use the 50/50 rule?

British airways does not seems to be using the 50/50 rule. There recent posts include most of their own content but they still have a few post about the community. The same is with Lufthansa, as there post are their own created content.

 Which are the most successful recent posts?

British Airways most successful recent post was on December 30, 2016. It got 6.9K likes, 185K views and 1,180 shares. It was a video which welcomed the New Year and a goodbye to the memories of 2016.

Lufthansa’s most successful post was on February 7, 2017. It got 27K likes, 1.9M views and 3,085 shares. It was also a video which addressed Frankfurt about its new airplane A350.

Below are the images of the Facebook page of both the brands-