EURO 2016: Airlines Make a Pass at Pax Emotions
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APEX Insight: The knockout stages of EURO 2016 have produced moments of excitement, surprise, joy and heartache – depending on which team you support. As the second of the tournament’s semi-final games kicks off today, APEX Media takes a look at how three airlines have competed off the field by evoking emotions to score with fans and passengers alike.
Icelandair Plays It Cool as the Team Melts Hearts
Icelandair first partnered with the country’s national soccer team in 1946 by flying the squad to Scotland where they played their first series of international games. Seventy years later, the nation’s flag carrier continues its role as official airline of the Icelandic national team. Iceland made sporting history this year by becoming the smallest country ever to qualify for a major international soccer tournament. After knocking out England, one of the pre-tournament favorites, Iceland’s men’s national team became the talk of EURO 2016.
Leading up to EURO 2016, Icelandair unveiled an ad in support of the national team, which managed to capture the current mood perfectly. The video covers the team’s struggles over the past few decades, culminating with the country’s 2014 World Cup qualifying playoff defeat against Croatia where the Icelandic commentator uttered the now famous words: “Will we ever reach this level again?”
Belgium Fans Have a Ball on Brussels Airlines Fan Flights
Belgium was among the few pre-tournament favorites, but the team was drawn into one of the toughest qualifying groups, facing Italy, Ireland and Sweden. Brussels Airlines used its role as official carrier of the national soccer team to drum up support for the Belgian Red Devils by offering special fan flights to French host cities where the team was playing. The #TousenFrance FanFlights brought Belgium supporters together at Brussels Airport before flying them off to Lyon, Bordeaux, Nice and Toulouse, where they were picked up and then transported to city center fan zones where they could cheer on their team among thousands of fellow Belgian fans. The airline said the aim was to show that Belgium’s fans were the “best 12th man in the world.”
Lufthansa Sends a Cheeky Message to England
While England and Germany didn’t face each other at this year’s tournament, Lufthansa decided to make their longstanding rivalry the theme of its ad ahead of EURO 2016. The commercial, which aired on German TV before the tournament, gently mocks the English and features two fans who are forced to fly with Lufthansa following a flight cancelation. During the flight, they are taunted by the IFE system, which flashes Germany’s victories against England. Both fans soon realize it was all just a bad dream, awaking to a meal and a cold beer.
https://www.youtube.com/watch?v=FD9UTBWo51w