Amsterdam, 5 July 2016
Nothing like this has been done in the travel sector before. For Transavia, the aim of this campaign is to show people clearly just how many low-cost seats there are available. As the campaign is launched, some last minute 40,000 tickets are available for under €60 to destinations including Greece, Spain and Portugal. The message of the campaign is ‘There are still seats left! Discover our last minute destinations and fly for less.’
‘This type of campaign is consistent with our ambition to become the most affordable and accessible airline in Europe. Open and transparent communication plays an important role in this,’ says Paul de Raad, Head of Marketing and eCommerce at Transavia. ‘Continuing to optimize our digital services is one of our top priorities.’ The campaign will run from 5 July 8:00 to 19 July at 7:59 for last minute flights between 19 July 2016 and 31 August 2016.
Real-time seat availability
The live feed will be shown both on Digital Out of Home and in the airline’s online display advertising. ‘What you’ll see is a counter that ticks down. For example, it will show that there are currently 800 last minute seats for under €60,’ says De Raad. ‘The data will also be fed directly from our booking systems to the digital billboards.’ That means that with Transavia, people will be able to see our seat availability in real-time as they are waiting for their tram, train or metro. The campaign will continue for two weeks and the digital screens will be placed at strategic locations, not far from the Netherlands’ three main airports: Schiphol, Rotterdam/The Hague and Eindhoven Airport. They will be visible at major railway stations in and around Amsterdam, at The Hague central station, Rotterdam central station, Eindhoven central station and at sixteen metro stations in Amsterdam and Rotterdam. The count-down will also be displayed on online banners promoting the campaign.
Transavia is working on this project in close collaboration with its partners Kokoro, DQ&A, MEC nGage Media and CS Digital. ‘This is the first time that we are using Digital Out of Home, which makes it possible to share seat availability in real time. This is all part of our desire for continued innovation,’ says De Raad. Transavia will continue to invest in its digital services. For example, the airline has already introduced customer service via WhatsApp and the possibility of saving and spending Flying Blue Miles online.