Air Canada Marketing Campaign

Zixuan Liang

This is my content marketing campaign idea for Air Canada

I would start a marketing campaign for Air Canada on Twitter and Instagram by using the hashtag #ImSoCanadian. It is a campaign where encourage people to share photos or their past experience that reflect Canadian culture or Canadian spirit.

(Google, 2016)

My target audience would be all Canadian citizens that use social media. The reason why I chose Twitter and Instagram is because it would be easy for people to post photos and sentences, and people can also click into the hashtag #ImSoCanadian to see what other people are posting about this campaign. People that want to join this contest will first need to follow our official Air Canada Twitter or Instagram account and like the post we posted for this contest.

This campaign would be launched in Christmas because this is the time where friends and family get together and share all the things happen to them this year, and there might be one or two interesting moments for each person to share with other people. The prize for Instagram is a free trip to Cuba for two people and the prize for Twitter followers would be a free $1225 Air Canada gift card. The winner for Instagram would be the one with most likes and the Twitter winner would be the one with most retweet.

Because it is Christmas time which mean it would be cold in Canada, so by offering a trip to Cuba would definitely encourage people to join this contest and the $1225 gift card represents the date of Christmas which is December 25^th. 

Air Canada vs. Delta Airlines on YouTube

Zixuan Liang

How often does each one post a video on YouTube?

Air Canada has a moderate activity on YouTube. The company posts videos only if it is an advert or it shows achievements made when undertaking any project. Delta Airlines is very active on YouTube because it posts content on a daily basis or for several days in a week.

What type of video content does each brand post?

Air Canada posts videos that advertise its services and position in the industry. Most of the videos show how the airline has a high class and operates in many nations.

Delta Airlines posts many videos that include commercial adverts, nature, celebrities and famous destinations in the world.

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

The description area for Air Canada shows the name of the video, its purpose, and keywords. Description for Delta Airlines videos includes the name of video, purpose, and keywords.

What are your two brands most successful videos?

Air Canada’s recent successful video is titled “Fly the Flag”. The video shows how the Airline helps Canadians to visit many parts of the world. The video has 2,339,298 views, 667 likes and 130 comments ("Air Canada: Fly the Flag", 2017). The video is available at https://www.youtube.com/watch?v=tbfKyg7Qx6w  

Delta Airline’s recent successful video is titled Delta 4 a.m. The video demonstrates how Delta employees wake up as early as 4.00 am to serve its customers, hence promoting the economy of the world. The video has 793,146 views, 234 likes and 51 comments (Delta Airlines, 2016). 

Why do you think these two videos were successful?

Air Canada video is successful because it shows that Canadians are humble and hardworking people. Hence they are needed in all parts of the world.

The video posted by Delta Airline is successful because it shows how the company promotes global economy by providing efficient services to many people. Thus, the advert attracts many customers who want to arrive at their destinations on time. 

Etihad Fan Pages

Mandeep Singh

Below is the link to an official Etihad fan page. Here, Etihad fans post a huge variety of different content in relation to the Etihad Company through photos, sports, videos, news, posts, and reviews.

Twitter Fan Page: Etihad News

The Etihad News, Twitter fan page provides Etihad fans with the opportunity to share their feelings, news, posts, and important updates/information. It also allows them to express their love for the Airline Company.

Click the link to check it out: https://twitter.com/EtihadNews

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 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. 

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-