Dallas has bet BIG on non-traditional in-flight advertising with the Dallas Convention and Visitors Bureau (Dallas CVB) launch of a dynamic, in-flight experience which will help passengers explore the city from 30,000 feet.
The Dallas CVB will place colorful print ads on 3,375 tray tables on 25 domestic airplanes as part of its Big Things Happen Here campaign. The tray-table ads grab passengers’ attention with a fun, playful design that encourages curiosity. The ads lead passengers to take a quiz on their devices, found on a dedicated Gogo landing page. With questions like: “What makes your mouth water?” and “What’s your spirit animal?” the quiz helps Dallas CVB to propose the ideal Dallas itinerary to passengers.
“We wanted to expose Dallas to all of our audiences – business and leisure travelers, families, meeting planners and attendees,” says Noelle LeVeaux, Dallas CVB chief marketing officer. “We set out to engage passengers in a completely new way and show them that Dallas is about big moments that can only happen here.”
After taking the quiz, passengers are given an itinerary that identifies them as a BIG Explorer, BIG Thinker, BIG Heart, BIG Rebel, BIG Rambler, BIG Spender or BIG Tex and includes recommendations for hotel, dining and attractions which fit their BIG Dallas profile. The platform can deliver users’ complete itineraries to their inbox for follow-up upon landing, including links to share their quiz results with friends on social media.
“If we put a two-page ad in your lap for three hours, would you remember it?” asks Sherry Orel, CEO of Brand Connections, the company responsible for the unique tray table ads. “That’s the power of our tray table media product; it has a creative canvas that reaches a receptive, captive audience that can be the springboard to an exciting digital experience.”
Delivering a worthwhile interactive platform over airplane Wi-Fi, however, proved to be a challenge for the creative team, until digital marketing firm, Wildlife, was called in to help the idea take flight.
“Our core challenge was devising and developing an engaging interactive experience that was fun, informative and could run beautifully under the limitations of 1 MB,” says Jake Friedman co-founder and creative director of Wildlife. “That’s far smaller than the size of a modern website, around the size of a full song on MP3. All of the partners in the project worked quickly and efficiently to make sure this experience could take flight, and we’re thrilled with the way it turned out – we relish any chance to be a part of another first-of-its-kind digital experience.”
To encourage participation, the team had to ensure that passengers could take the quiz even if they weren’t signed up to use Gogo’s in-flight Wi-Fi.
“We wanted the traveler experience to be seamless, so we worked with Gogo to ensure that access to the platform would be free and easy to use. The URL for the Dallas quiz was whitelisted, so travelers could access the application through Gogo at no cost,” says LeVeaux.
For Gogo, helping projects like this get off the ground builds important brand partnerships.
“The Dallas Convention and Visitors Bureau project is another example of how Gogo is working with advertisers and our airline partners to find creative ways to reach their customers.” – Steve Nolan, Gogo
“The Dallas Convention and Visitors Bureau project is another example of how Gogo is working with advertisers and our airline partners to find creative ways to reach their customers,” says Steve Nolan, director, Public Relations and Communications. “In the past, we’ve worked with brands like Ford, Coke and Samsung to deliver unique customizable sponsorship programs that are highly targetable.”
The campaign will appear on 7,000 flights over the course of two months, reaching more than 520,000 passengers. The Dallas Convention and Visitors Bureau tells us the airline involved in the campaign has asked not to be mentioned yet, but true AvGeeks will find plenty of clues to that airline’s identity.
Check out the official “Big Things Happen Here” campaign video below: