Emirates – Play That Music, Airline!
Emirates is aiming to strike a chord with music fans around its network by asking them to help create the ultimate musical mash up. For some reason whenever I hear mash up, I think of Glee.
The airline’s Harmony campaign invites participants to interact with a specially-commissioned musical composition, which has been recorded by professional musicians playing traditional instruments from around the world, such as the harp, Taiko drum, bass guitar, saxophone, Shekere, Oudht and Indian Flute.
Visitors to the Harmony Campaign can browse the various instrumental arrangements and mash them up to create different versions of the score. The overall arrangement of the composition has been designed to ensure that all possible instrumental combinations sound perfect together.
Other airlines have launched similar campaigns, but none to the extent of how Emirates have empowered fans to create their own songs. Let’s take a look around the world of airlines and consumer marketing:
· PC Airline: Earlier this year, PC Air released news that it would hire applicants of the transgendered community. It sparked headlines in social media and major publications that got this new airlines a lot of attention.
· Jet Blue: Their series of 5 videos was created to launch the newly redesigned rewards program and attract new members while not ignoring their current members. The stories within the video series celebrated people and what they are true to as a hook to capture viewers.
· EasyJet: EasyJet developed its first Twitter handle, @easyJet_promos, It was developed to inform Swiss Public in real time about the last offers of easyJet, new routes from and to Geneva, Basel, and special events. It may be just a Twitter handle, but in an age where flights are unpredictable, this was a convenient tool for many international flyers.
I never paid too much attention to airlines or flight schedules, but as I continue to move up in my career and travel so much more, I’m starting to realize that it doesn’t hurt to pay more attention to what airlines are doing. One day I, or some other traveler, may just want to download an airline’s new app to check for more frequent updates or support a community initiative (e.g. PC Airline’s proactive transgender hiring). Until, just turn that music up!
Disclaimer: Although Emirates is a client of Hill+Knowlton Strategies, I do not work on the account or had any involvement in their campaign. They had no influence or effect on this story.