Tag Archives: travel industry

Turkish Airlines Video Ad Tops 100 Million Views

Turkish Airlines viral videoTurkish Airlines’ viral video ad, featuring Kobe Bryant and Argentine soccer star Lionel Messi, topped 100 million views on YouTube today.

It takes the prize as the most-viewed travel ad in 2012 — even beating out Air New Zealand’s ‘Hobbit-themed’ safety briefing, which logged over 10 million views (Skift).  To top it off, the ad was the fourth most-viral ad in 2012, following Kony, Red Bull’s Stratos and Angry Birds Space.

The Turkish Airlines spot was an immediate success, garnering over 4 million views within 1 day of the video’s YouTube launch on December 6th. As of Tuesday morning, the ad had been viewed 101,571,553 times, and received over 106,000 ‘likes’ on YouTube.

Four Seasons #IgniteTheSpark Campaign Brings Romance To Social Media

Four Seasons Hotels and Resorts’ recently launched a new campaign – with a heavy focus on social media – targeting couples worldwide who are seeking a romantic getaway.  “The Spark” campaign includes a microsite, Facebook application, Twitter, Instagram, Pinterest and Facebook engagement advertising.

Why create a campaign focused on the theme of romance? Because it appeals to their guests: Four Seasons’ research showed that guests wanted the hotels to “create romantic experiences during their getaways” and that more than 50% of couples surveyed believed travel was “the best way to keep the spark alive in their relationship.” (L2 Think Tank)

Four Seasons Social Media CampaignFour Seasons took this theme and brought it into social media on multiple platforms.  With “The Spark” microsite as the campaign base, the brand also created a Facebook application – “Countdown to Romance” – that allows users to book vacations directly through the tab.  The app invites users to enter details of their upcoming trips, and then offers customized status updates to the user and their travel companion’s walls, as well as allowing users to share travel plans with their friends.  Every Four Seasons hotel Facebook page (89 hotels in 36 countries) has a customized version of the app featuring localized content.

On Twitter, the brand created the hashtag #IgnitetheSpark, which carries over onto Instagram and Pinterest.  According to L2, the brand and its properties “will use the hashtag in a visual campaign to showcase romance related imagery around the world.”  The hashtag campaign will also include opportunities for followers to win Four Seasons Gift Cards.

The microsite also features a live Instagram feed with “user generated imagery around romance.”

 Four Seasons Instagram feed

How does it all tie into FourSeasons.com? According to L2, the brand has also been careful to “ensure a seamless path from social media to the e-commerce page.”

What do you think?  Will this campaign inspire you to “countdown to romance” at a Four Seasons Resort anytime soon?

Crisis Communications: Will Carnival Maintain Social Media Silence About The Costa Allegra, Too?

Carnival's Social Media FailThe grounding of the Costa Concordia cruise ship last month was a public relations nightmare for Carnival Cruise Corp., and the public did not hesitate to voice their opinion on social media channels.  After the first few days, Carnival made the decision to go silent on social networks, and missed a huge opportunity to interact with consumers.  Was Carnival right or wrong to pause the conversation?

And, will they try a different strategy moving forward?  We’re about to find out: news outlets are reporting another Costa cruise ship adrift – without power – off the Seychelles. How will the Carnival social media team handle this latest crisis?

Carnival Reacts to the Costa Concordia Crisis

The grounding of the Costa Concordia took place the night of January 13, 2012, and was all over the media on January 14th.  Carnival’s first response on Facebook came late on the 13th: “Our thoughts are with guests and crew of the Costa Concordia. We are keeping them in our hearts in the wake of this very sad event.” For the next five days, Carnival’s Facebook page posted the company’s official statement and information about evacuation & emergency procedures, cruise safety, ship navigation systems, and posted Carnival’s onboard safety video.  But while this information answered the questions and comments of some fans, Carnival did little else to respond to the myriad of concerns pouring in related to the Concordia grounding.

The company Twitter account (@CarnivalCruise) largely mimicked the content of Carnival’s Facebook page, in many cases linking back to the content on Facebook. Carnival is also represented on Twitter by CEO Micky Arison, an avid tweeter (@MickyArison).  In those first few days after the grounding, Advertising Age reports that he “suddenly changed his tune –- from a smack-talking, fun and energetic basketball fan and cruise enthusiast tweeting 20-30 times a day, to a quieter, more measured executive.”

Declaring Social Media Silence

On January 19 – six days after the grounding – Carnival chose to suspend social media activities, with a brief post on Facebook, a shorter version on Twitter, and a single tweet from Micky Arison (Advertising Age).

  • On Facebook, 1/19/12: “Out of respect for all those affected by the recent events surrounding our sister line, Costa cruises, we are going to take a bit of a break from posting on our social channels.”
  • From @MickyArison: “I won’t be as active on Twitter for the next while. Helping our @costacruises team manage this crisis is my priority right now. Thnx”

Public reaction

On Facebook, the “Out of respect…” post announcing Carnival’s social media silence received an impressive response, garnering over 5,000 ‘likes’ and 850 comments.  The comments were a mix of positive and negative sentiment, with some fans strongly supporting the brand and others expressing anger and frustration.

While more information came to light regarding the Concordia’s grounding (most of it not favorable for Carnival), the cruise line remained completely silent on Facebook — although comments on their last post continued to flow in — until January 24th, when the brand posted a “we’re ready to re-engage” post.  The post received 3,000 ‘likes’ and over 600 comments, and once again the reaction was mixed.  Some fans were upset and particularly disturbed by Carnival’s offer of 30% off to those who were on the Concordia.  Others were loyal Carnival fans expressing their continued support of the brand.

Carnival hears from angry fans via social media

Carnival hears from loyal social media fans

But comments on Facebook only tell part of the story. To gain a broader picture of social media sentiments around the grounding of the Concordia, Advertising Age compared the comments and questions on blogs, forums, Facebook and Twitter about Carnival in the pre-Concordia two-week period and post-Concordia two-week period.  In those four weeks, Carnival faced a precipitous decline on social media channels, from 91% positive/neutral (48% positive) before the grounding, down to 66% neutral (only 16% positive) after the tragedy.

Is silence ever the right choice on social media?

Gini Dietrich of SpinSucks wrote “The web is not something you turn on and off. Interacting with people is not something you can avoid when it’s not convenient for you. Sticking your head in the sand, in order to avoid criticism, is ridiculous in today’s real-time, 24/7 world.”

The social conversation never stops happening – and Carnival chose to simply ignore it, rather than actively addressing public concerns – and saw a significant drop in approval. Carnival’s attempt to remove itself from the conversation only left a blank space (with Carnival’s name on it) for fans to fill with their sentiments. In this case, there was a lot of anger and confusion about the Concordia disaster – but to be fair, there were also many prayers for the victims, support for Carnival, and praise from loyal fans of the brand.

In the world of social media, withdrawal looks very much like admitting defeat; keeping a voice and remaining transparent and accountable to your fans is the way to keep them coming back.  But in this case, many fans stuck up for the brand while Carnival itself remained silent.  If the brand had stayed present, would fans have rallied in the same way?  And would Carnival have been able to win over angry fans by addressing their concerns more directly?

Was it truly a “social media fail” – as the media has been so eager to label it? As the Concordia’s captain goes to trial and further developments come to light, Carnival was sure to be back in the spotlight.

And with another Costa ship in distress since last night, we’re still waiting for any mention of the current crisis from the company’s Facebook or Twitter accounts.

For a different approach to crisis communication, see our post Social Media Nightmare: Citibank “Has Customers Arrested.” Video Goes Viral. Now What?

KLM To Launch ‘Social Seating’ Service

KLM To Launch 'Social Seating' ServiceLooking to do some in-flight networking? KLM Royal Dutch Airlines is planning to launch a “social seating” service, where passengers will be able to link their social media profile to their check-in information, and then choose a seating partner based on the social media profiles of other passengers.

This service, which KLM hopes to launch in the next year, will be available to all passengers checking in online, although passengers can choose whether they want their social media profiles to be made available to others on the flight. The social seating concept – sharing profiles from Facebook or LinkedIn – could create solid networking opportunities for business travelers, as reported by Radio Netherlands.

The service has not yet been ‘officially’ announced, but was discussed by a top executive at a recent conference.

What do you think?  Will passengers want to open their social profiles to other (unknown) passengers in the hopes of expanding their network?

KLM Launches 24Hr Social Media Customer Service With Live Replies Via YouTube, Twitter

KLM Launches Social Media Customer Service Campaign

Another airline making serious waves in the social media space is KLM Royal Dutch Airlines.  Their latest endeavour, meant to promote the launch of a new “24-hour service to social media,” involves posting videos on YouTube of live human responses to tweets sent to @KLM.  This innovative campaign was announced via Twitter on September 19 and ran from 12 noon until late in the evening, according to the KLM press release. While the campaign was running, any tweets sent to @KLM might receive a ‘KLM Live Reply’ – KLM employees at Amsterdam Schiphol Airport lined up holding letters to become a ‘living alphabet’ 140-character response.

“To show the world KLM’s helpful social media service, we’ve replaced normal Facebook and Twitter typed responses with a living alphabet made up of 140 KLM employees. This dedicated crew responds to tweets and posts in a unique way, by running around and assembling the answer live before your eyes, within the hour,” reports Social Times. The campaign was explained in more detail on YouTube, and the dozens of live replies were both uploaded to YouTube and tweeted.

How much effort did KLM put into the ‘Live Reply’ campaign? It involved 450 KLM volunteers, working in three shifts, to answer questions via Tweets, Facebook posts, or Hyves, with all responses using just 140 characters.  “Today’s campaign should show, in a special — and, more important, personal way — that we’re willing to go the extra mile for our customers,” said Martijn van der Zee, SVP E-commerce AF KLM.

Going forward, KLM will use social media to answer every customer message personally within one hour, twenty-four hours a day, seven days a week, in Dutch or English.  Customers can reach KLM through social media to ask any questions about their travel, and KLM will inform its ‘friends’ and ‘followers’ about the latest KLM news.

Was this an effective way for KLM to promote their new social media customer service capabilities?  And is the prospect of a live human response enough to get customers engaged and tweeting, and worth the impressive amount of manpower the effort required?