Why Online Video Matters for Airline Marketing – Skift

English: Westjet 737-700 landing at Montréal-P...

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The spread of online video has affected marketing for almost every business-to-consumer industry, but it is particularly important to a commoditized and opaque business such as airlines.“I think that you see more and more content coming from airlines because it’s a unique business with such a big cost structure,” says Corey Evans, who manages sponsorship and community investment for WestJet, the Canadian airline known for its extravagant videos. “Most customers’ attitude to look for the lowest fare, no matter what. When you are in a dead heat with competitors, content could be the differentiating factor. It builds brand awareness and lets people know about how we treat our guests and our corporate social responsibility efforts.”Especially as travelers increasingly use online travel agents or meta search engines where multiple airlines’ prices can be com- pared side-by-side, engaging content could differentiate one from the next.

via Why Online Video Matters for Airline Marketing – Skift.

English: Westjet 737-700 landing at Montréal-P…

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