August 23, 2017 rockorange

Fresh Ideas: Travel Marketing Campaigns

Welcome to our weekly “Fresh Ideas” post.

Carolina  Contributed by Carolina Cepeda

Had a busy week and feeling a little lost around water cooler banter? We’ve got you covered. Once a week, we’ll share some Fresh Ideas with you, including our favorite brand stunts and announcements, trending topics, tech news, and social media buzz that stand out from the herd.

Saw something awesome that we should have included? Share it in the comments section below!


This one is dedicated to all travel bugs. There is nothing more comforting than knowing the airline you’re flying with truly cares about their customers, and for that, we’ve rounded up the best campaigns and activations airlines have done in the past. Hopefully this inspires some to pack their bags and go explore the beautiful world we live in.

1. You Will Wish A Baby Cries On The Plane


Let’s be honest… whenever we hop on a plane and you are either travelling with a child or you have a baby next to you, the instant fear of “OMG! Please don’t cry!” Or “This baby is going to cry” comes to mind. Our dear friends and clients at JetBlue felt us all cringe, and in turn created “FlyBabies”, a stunt that offered a 25% discount to passengers every time a baby cried. Meaning, if four babies cried, all passengers would get a free round-trip ticket for their next JetBlue flight.

2. Coca-Cola Inspiring Humanity


This one made us tear up a little bit because we LOVE kindness! Coca-Cola and JetBlue partnered as part of the “Share a Coke” campaign at New York’s Penn Station’s vending machine. For those who purchased a Coca-Cola, two would come out of the machine to encourage them to share the second one. To those who took this generous turn, a JetBlue representative came up to them and shared two round-trip tickets.

This is not the first time Coca-Cola and airlines motivate passengers to an act of kindness. They partnered with WestJet the year before to encourage them to create custom cans for friends and family. Those who did won a free plane ticket with the flight barcode on the side of the can.

3. Icelandair’s ‘Stopover Buddy’


Think of this as a modern PayPal version for travellers. Icelandair created the ‘Stopover Buddy’ service that allowed customers to go to Iceland for up to seven nights while on their routes from Europe to North America. The service would pair passengers with members of the airline’s team or locals that know the area, allowing passengers to have a unique and genuine Iceland experience. The campaign boosted the airline’s sales by 30%.

4. When Someone Tells You Santa Isn’t Real


This one is old but gold. WestJet immediately turned into one of our favorite airlines with their Christmas Miracle campaign. While boarding from Toronto to Hamilton, Ontario, passengers were asked what they wanted for Christmas. While WestJet representatives took notes, they put their elf hats on and purchased and wrapped the presents for them to receive upon their arrival at the baggage carousel.

5. Everyone Has An Hour To Spare!


Business trips can be extremely hectic and exhausting. Virgin America took this opportunity to highlight all the things that can be done in various cities in just one hour to encourage business [or pleasure] travelers to make the most out of their trips. Part of these fun activities varied from indoor skating in Montreal to visiting the memorial library in Indianapolis.

6. When Your Resume Is On Point


Emirates “Be There” campaign gave “Globalistas,” aka, their employees, an opportunity to travel and discover the world. Their journeys were documented to demonstrate how the brand’s employees’ value the same passion and desire as the passengers. The campaign began with cabin crew training specialist, Rahed Ammoura, and partnered with National Geographic to broadcast the stories.

DUH! Why Didn’t We Think of That? (Items That Make Flying Better)

(Inspiring Things and Fresh Ideas We Love)

RockOrange is a fully integrated communications agency made up of a diverse group of collaborators who are passionate about building brands. We don’t just follow trends, we set them. We take solid, fresh ideas and turn them into value for the companies we work with. We see problems as opportunities, provide strategic leadership and never lose sight of our clients’ goals. 

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