Helping an airline alliance to take off. Oneworld

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Helping an airline alliance to take off. Oneworld

Business travellers affiliate with airline more than alliance. How could this trend be reversed?

 

Challenge

Raise awareness and consideration among business travellers for oneworld, a global alliance of 10 of the world's biggest and best airlines.

 

Insight

We knew that most business travellers visit airport lounges, carry smart phones and welcome entertainment during travel. We needed to provide an experience that spanned all stages of their journey.

 

Solution

Give them something of genuine value that makes their oneworld journey memorable and subsequently stays with them beyond the airport.

We created the oneworld Travel Library. This virtual library allowed business travellers to download free audiobooks to their mobile phone or laptop. They could listen to the audiobooks on the flight or later on, making their whole journey more pleasant and enjoyable.

Content was hosted in terminals on a free Wi-Fi network and included world renowned publications across business, fiction, and travel genres.

  

Results

  • More than 6,000 books downloaded in 3 weeks.
  • 90% of business users polled said the Travel Library improved or significantly improved their travel experience, with an overwhelming majority saying the experience made the oneworld airlines more appealing.