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 Twitter

Zixuan Liang

How often does each brand post?

Air Canada is highly active on Twitter and posts most of its content on weekdays. On a daily basis, the company can tweet 3 – 5 times. Since February 9, 2017, the company has increased its content on Twitter due to its 80^th anniversary. Delta Airlines has a higher activity on Twitter than Air Canada. The company is active both on weekdays and weekends. Besides, the company can post up to 6 tweets each day.

What content does each brand post?

Air Canada posts much content on Twitter in the form of pictures and videos. The information posted focuses mainly on the services provided by the company. For example, new services, travel routes and latest activities ("Air Canada (@AirCanada) | Twitter," 2017).

Delta Airlines posts its latest activities using pictures and videos. For example, the most recent post shows how the company supports Kelsea Ballerin for the GRAMMY Awards ("Delta (@Delta) | Twitter", 2017). Then, some of the content shows the best travel destinations for the airline.

Does each brand use 50/50 rule?

Air Canada does not apply 50/50 rule. Most of the content posted describes the company and services provided.

Delta Airlines uses the 50/50 rule. Half of the content posted describes the airline and its operations. The remaining posts focus on other issues such as nature, celebrities, and the general society.

Keywords used by either brand

Keywords employed by Air Canada are “diversity”, “fly the flag” and “landscape”. Delta Airline uses “proud”, “support” and “system” as keywords in the posts.

Which are the most successful recent posts?

Air Canada posted s successful video on February 9, 2017. The two-minute video shows the company celebrating its 80^th anniversary where it honors diversity and heritage. The video has 204 tweets and 341 likes.

Delta Airlines posted a successful video on February 8, 2017. The video demonstrates Delta’s support for Lucas Graham, a first-time GRAMMY Awards nominee. The video has 171 tweets and 735 likes. 

Why are these posts successful?

The post by Air Canada informs customers about the success the company has achieved for the past 80 years. Thus, it is marketing and promotion strategy the company uses to attract many customers. According to Grégoire et al. (2015), posts on social media such as Twitter provides customers with adequate information on the company’s operations, hence attracting many of them.

Delta Airlines uses the video to promote its brand. Increasing awareness of its brand makes it easy to attract customers from all parts of the world (Gunarathne et al., 2015). According to Wan and Gao (2015), Delta Airlines engages its consumers through Twitter to promote its brand.

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. 

An SEO Analysis of Air Canada & Delta Airlines

SEO Analysis

Air Canada VS Delta Airlines

Zixuan Liang

Introduction

SEO stands for “search engine optimization.” It is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines (SearchEngineLand, 2017). SEO can help marketers effectively when they want to promote their brand or products online, it brings up the ranking of the research result. The higher your ranking is; the more people would click into your page.

SEO Audit	Air Canada (AirCanada, 2017)
Screen Captures of both Brand’s home pages:
1.     URL:	https://www.aircanada.com/ca/en/aco/home.html
2.     Page Title	Air Canada – Official Website
3.     Meta Description	Buy airline tickets, find cheap airfare, last minute deals and seat sales with Air Canada. Book hotels, cars and vacations with Air Canada Vacations.
4.     Meta Keywords :	Book online, online check in, cheap flights.
5.     Quality of written content	Limited written content, most contents are an image with one or two sentences
6.     Content shareable	The contents on the website does not support sharing
7.     Quality of visual content	Excellent, make people start thinking vacations
8.     site upload speed	Fast upload speed
9.     Call-to-action:	Book now, contact us
10.  Anchored Text (hyperlinks):	My booking, check-in, flight status
11.  Mobile Friendly: Yes/No	Yes
12.  Social Media: (List all SM icons on the home page.	Facebook, Twitter, YouTube

SEO Audit	Delta Airlines (DeltaAirlines, 2017)
Screen Captures of both Brand’s home pages:
1.     URL:	http://www.delta.com/
2.     Page Title	Airline Tickets & Flights: Book Direct with Delta Air Lines - Official Site
3.     Meta Description	Delta Air Lines, a leader in domestic and international travel, offers airline tickets & flights to over 300 destinations in 60 countries. Book direct at Delta.com.
4.     Meta Keywords :	Book a trip, flight status, vacation packages.
5.     Quality of written content	Limited written content, most contents are an image with one or two sentences
6.     Content shareable	The contents on the website does not support sharing
7.     Quality of visual content	Great, images of bench and mountain encourage people to book a flight
8.     site upload speed	Fast upload speed
9.     Call-to-action:	Book today and save, find out more
10.  Anchored Text (hyperlinks):	Book a trip, shop, skymiles
11.  Mobile Friendly: Yes/No	Yes
12.  Social Media: (List all SM icons on the home page.	Mobile App, Facebook, Twitter, Blog

Google Trends:

(GoogleTrends, 2017)

Google Trends Insights:

               From the graph by Google Trends, we can tell the peak of airlines research is around the start of January, where people are finishing their Christmas holiday and ready to get back to work or school. By the comparison between Delta Airlines and Air Canada, it is obvious that Delta Airlines is more popular than Air Canada worldwide. More people are travelling to the U.S. and people in the U.S. travel with planes a lot. I believe those are the reasons for this result.

Latent Semantic Indexing Keywords:

Air Canada:        

• Air Canada Flight Tracker
• Air Canada Mobile App
• Air Canada Flight Check In
• Air Canada Rouge

Delta Airlines   

• Cheap Flights
• Delta Airlines Check In
• Delta Airline Customer Service Toll Free Number
• Delta Airlines Reservation Check

Summary:

Air Canada’s strengths are Canada based airline company and national airline brand in Canada. Its website looks great and encouraging; people do feel like ‘vacation’ when they see the website. The areas Air Canada needs to improve are their keywords and descriptions on the website.

Delta Airlines’ strengths are well-known airline company in the world, more people are choosing it due to its reputation. The SEO it is applying are better than Air Canada, with better descriptions and keywords. Areas to improve for Delta Airlines are there should be more call to action on its website.

Conclusion:

I think Delta Airlines is doing better than Air Canada, Delta’s descriptions and keywords are better than Air Canada; these two components do help the result of SEO, which would increase more people to go to your website and increase the profit.

References

AirCanada. (2017). AirCanada. Retrieved from https://www.aircanada.com/ca/en/aco/home.html

DeltaAirlines. (2017). Delta Airlines. Retrieved from http://www.delta.com/

GoogleTrends. (2017). Google Trends Compare. Retrieved from Google Trends: https://www.google.ca/trends/explore?q=%2Fm%2F012j50,%2Fm%2F0k9ts,airlines

SearchEngineLand. (2017). What Is SEO / Search Engine Optimization? Retrieved from SearchEngineLand: http://searchengineland.com/guide/what-is-seo