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How can airlines create a memorable brand experience for customers using experiential marketing?

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Experiential marketing is a strategy that engages customers with immersive and memorable experiences that create emotional connections and brand loyalty. For airlines, experiential marketing can be a powerful way to differentiate themselves from competitors and enhance customer satisfaction and retention. In this article, we will explore how airlines can create a memorable brand experience for customers using experiential marketing.

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Ahmad M. Mandili

Director of MRO Operations Systems | Vision 2030 | Executive Management | Operations Technology | Digital…
MATHEUS LA PORTA VICTOR

Social Responsibility Coordinator

1 What is experiential marketing?

Experiential marketing is a form of marketing that focuses on creating interactive and engaging experiences for customers, rather than just delivering messages or information. Experiential marketing aims to stimulate the senses, emotions, and cognition of customers, and to create a lasting impression that influences their behavior and perception. Experiential marketing can be done online, offline, or in a hybrid way, depending on the goals and resources of the brand.

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Ahmad M. Mandili

Director of MRO Operations Systems | Vision 2030 | Executive Management | Operations Technology | Digital Transformation | AMOS SME | Prosci? Certified Change Practitioner
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Experiential marketing for airlines means creating immersive, emotional brand interactions. Beyond flights, it involves personalized check-ins, exclusive lounges, and in-flight surprises. Using technology, thematic designs, and perks enhances experiences. Engaging on social media, interactive campaigns, and collaborations amplify brand visibility. Turning each journey into a shareable, memorable experience fosters stronger emotional connections with passengers, making the brand stand out.

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Tenja M. Young

A resilient, multi-layered professional with 18+ years of experience building relationships, managing portfolios worth $500k+, working in project management, membership and launching a successful food business.
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Experiential marketing is an excellent opportunity for airlines to finds ways to create an experience for their customers. I've heard many in the industry say something similar to, "As long as the plane lands then it was a good flight." I'm the first to agree to this statement, but the goal should always be to create an experience for the customer.

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2 Why is experiential marketing important for airlines?

Airlines operate in a highly competitive and commoditized industry, where customers often choose based on price, convenience, and availability. However, customers also value the quality of their travel experience, which can influence their satisfaction, loyalty, and word-of-mouth. Experiential marketing can help airlines create a distinctive and memorable brand experience for customers, that showcases their values, personality, and benefits. Experiential marketing can also help airlines build trust, rapport, and emotional bonds with customers, and to generate positive feedback and referrals.

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Tenja M. Young

A resilient, multi-layered professional with 18+ years of experience building relationships, managing portfolios worth $500k+, working in project management, membership and launching a successful food business.
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I find stories in everything I do and the beginning of a flight creates stories. There are only three categories of stories: good flight, terrible flight or no opinion, which is just as bad as a terrible flight. Flights, no matter how repetitive should be an experience. We have the ability to fly to FL 600!! This is amazing. Airlines should build on how extraordinary this is and create an experience. Create an experience for the customer so they walk away with a story.

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3 How can airlines use experiential marketing before the flight?

The pre-flight stage is an important opportunity for airlines to create a positive and memorable brand experience for customers, and to generate excitement and anticipation for their travel. Airlines can use experiential marketing before the flight by creating engaging and personalized content on their website, app, and social media platforms. This content should showcase destinations, services, and offers, and invite customers to interact and share their preferences and expectations. Additionally, customers should be given the option to customize their flight experience with seat, meal, entertainment, and amenity selections, as well as relevant recommendations and tips. Airlines should also send timely reminders, notifications, and confirmations that enhance convenience and security while expressing gratitude for the booking. Finally, exclusive access to lounges, events, or activities at the airport can enhance comfort and enjoyment while creating a sense of belonging and exclusivity.

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MATHEUS LA PORTA VICTOR

Social Responsibility Coordinator
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Experiential marketing can be used before the flight to boost sales of premium products by offering an immersive experience of the cabins of service with the use of VR or similar devices. The passenger can experience the product before to step in the aircraft thus boosting CSAT as well as making sure the passenger is choosing the appropriete product to fulfill their travel needs.

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Tenja M. Young

A resilient, multi-layered professional with 18+ years of experience building relationships, managing portfolios worth $500k+, working in project management, membership and launching a successful food business.
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Experiential marketing needs to be viewed as destination targeting. The customer's experience starts on their way to the airport. Airlines can't intercept there, but as soon as we can grab them, do it. This technique could be used as soon as they arrive to the gate. Start with creating an experience on the app. Pull customers into their destination. Include popular movies on that destination, info on entertainment places specific to their destination, history facts, create a game on the app and when they get to their seat, the app is syncs to their screen. Flying used to be an experience. Times have changed but that doesn't mean the experience should be eliminated. Get back to the 20th century flight experience with a 21st century spin.

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4 How can airlines use experiential marketing during the flight?

The in-flight stage is the core of the brand experience for customers, and is essential for their satisfaction and loyalty. Airlines can use experiential marketing during the flight by delivering exceptional customer service that exceeds needs and expectations, providing a comfortable and enjoyable environment that reflects the brand identity, offering customers a variety of entertainment and information options, and surprising and delighting them with unexpected gifts or rewards. These strategies will create a wow factor and positive emotional response, helping to build customer loyalty.

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5 How can airlines use experiential marketing after the flight?

The post-flight stage is a vital opportunity for airlines to reinforce and extend the brand experience for customers, and to encourage repeat purchases and referrals. Airlines can use experiential marketing after the flight by asking customers for feedback and reviews that show interest and concern for their experience, as well as sending personalized and relevant follow-up messages that thank them for their travel. Airlines should also consider sharing customers' stories, photos, or videos on their website, app, or social media platforms to celebrate their travel and inspire other customers to travel. Finally, they could invite customers to join online or offline communities, events, or activities that connect them with other travelers and foster a sense of belonging and advocacy for the brand.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can airlines create a memorable brand experience for customers using experiential marketing?

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1 What is experiential marketing?

2 Why is experiential marketing important for airlines?

3 How can airlines use experiential marketing before the flight?

4 How can airlines use experiential marketing during the flight?

5 How can airlines use experiential marketing after the flight?

6 Here’s what else to consider

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