SkyTeam, a global alliance of 20 airlines, has unique branding and marketing challenges. As an airline alliance, SkyTeam cannot market or sell for it’s member airlines, but the alliance brand must be strong.
Our SkyTeam engagement involved an unconventional global campaign concept that focused primarily on Instagram, secondarily on Facebook, and was executed by a single person. The SkyTeam Round-The-World (#SkyTeamRTW) project told the ‘story’ of a #SkyTeamRTW-branded bag as it traveled the world, exploring 15 cities in 12 countries across six continents over two weeks. The conversation then continued following the bag’s return home.
This campaign highlighted the global reach of the airline alliance as well as the ease of connection between member airlines, lounges and frequent flyer programs. Social media channels were used to actively engage the audience, seeking out experiences in destination cities and tips on traveling.
This campaign exceeded the target reach metrics by more than 400%.