Content marketing is arguably today’s most powerful promotional strategy. Therefore, good content marketing strategy examples are extremely valuable.
Content marketing encompasses creating or disseminating pertinent, rewarding and on-brand information to consumers. Instead of directly promoting products or services to potential clients, marketers suggest interesting, emotive or useful content that resonates with the brand’s values.
Airlines have been using this strategy to great effect over the past few years. Their websites, social media channels, apps and blogs engage customers in a meaningful way, whilst promoting new routes, offers and building loyalty. Here, we have chosen 4 of the most successful content marketing campaigns.
Icelandair’s #MyStopover campaign
Icelandair has been advertising their routes to and from North America through their Iceland #MyStopover campaign. This offer allows customers to visit the Nordic nation for up to a week at no extra cost with a transatlantic ticket. To promote this special offer, the airline launched an extensive content marketing campaign.
The promotion included a competition, coordinated across their social media channels and website. The prize included a 48-hour stopover in Iceland with a private guide. However, the campaign did not stop at generating interest through a vacation giveaway – they used the prize as an opportunity to create more content. The winners’ experience was filmed and shared on social media with the hashtag #MyStopver. Consequently, this solicited other customers to share their Icelandic experience, generating more content for the campaign.
WestJet’s Christmas miracle
As content marketing strategy examples go, Canadian airline WestJet’s Christmas Miracle campaign is exceptional. Over the holiday season in 2013, WestJet installed a kiosk at their Toronto and Hamilton airport departure gates. There, Santa appeared on TV monitors to ask travelers what they wanted for Christmas. Whilst passengers were in the air, WestJet staff worked against the clock to buy, wrap and deliver passengers’ Christmas gifts to their destination airport.
The resulting campaign video shows highlights from this remarkable publicity stunt. Tears of joy, laughter and hugs follow as travelers’ gifts roll onto the baggage carousel. As a result, this heartwarming content generated more than 48 million YouTube views, 13,000 Facebook likes, and a wealth of positive brand associations.
‘Be there’ with Emirates
Emirates partnered with National Geographic to create some truly inspiring content marketing strategy examples. Emirates decided to mine the talent pool immediately available to them by running an in-house casting call for their ‘Be there’ campaign. Once charismatic, compelling staff members had been chosen, the 7 ‘Globalistas’ traveled the world, seeking out hidden gems in beautiful locations. Their journeys were filmed and broadcast on the National Geographic Channel.
The campaign began by following cabin crew training specialist Rahed Ammoura to Bali. Full of incredible sights and once-in-a-lifetime experiences, Rahed’s video also featured Emirates new daily service to the island. This strategy discreetly suggested to viewers that Emirates flights were an integral part of an authentic Bali experience.
Content marketing strategy examples for your business
These are just a few instances where airlines have used creative and inspiring content to market their product. Furthermore, due to its abundant and generative nature, content marketing provides excellent return on investment. Compelling, persuasive and impactful, content marketing is an invaluable part of an agile promotional strategy for today.
