For airlines, their customers’ digital journey begins from the second a customer stumbles upon a social media post about a top travel destination to the minute they start searching for flights. It continues the instance customers shortlist several airlines until the moment they finally book a ticket. But even after securing an airline ticket, airline digital marketing still applies well past a customer’s one-way or roundtrip travel.
As such, digital marketing for airlines is crucial. Besides a solid social media presence, airlines like Eva Air understand that they must be strategic in deploying digital marketing campaigns. In this article, we’ll look at the airline digital marketing strategy of Eva Air and how it proved to be successful for the airline brand.
Travel Influencer Marketing Strategy for Airline Brands
Besides well-run social media pages, Eva Air also bolstered its online marketing strategy with influencer marketing. The airline turned to influencers to increase brand awareness and promote their new Bangkok-Vienna route. For this endeavour, they enlisted the content creation expertise and high-profile influence of Thai couple and travel bloggers Paigunna. The couple maintains a prominent blog, a Facebook page with more than 650,000 fans and an Instagram page with more than 63,000 followers.
Tasked with promoting the Bangkok-Vienna route, Paigunna focused on showcasing what the city has to offer. They filled their blog and social media pages with stunning photographs of the sights, scenery and mouth-watering food that await tourists in Vienna. Paigunna’s posts about the charming city of Vienna garnered more than 1,700 likes on Instagram and more than 800 social actions on Facebook.
The couple also zeroed in on promoting the Eva Air. On their blog, they went into the fine details of the aircraft they boarded – raving about the features and the many conveniences on board.
Search Engine Optimisation Strategy for Airline Brands
In airline digital marketing, search engine optimisation (SEO) is vital. On this front, Eva Air maintains a regular publishing schedule on its blog site. With this effort, the airline ensures higher visibility of their website in search engines. Moreover, with the valuable content they provide, more qualified potential customers are attracted because of the richer user experience.
The result of their SEO campaign efforts is noteworthy. The airline improved website traffic by 50% compared to 2018 and by more than 130% compared to 2017. But more importantly, they rank in the top three Google search result pages (SERPs) on their 15 targeted keywords.
Event Marketing Strategy for Airline Brands
Although interacting with customers on the digital landscape comes naturally for airlines, it’s just as important to build relationships face-to-face. For Eva Air, their annual 1-day event is their way of gaining new customers and fostering brand loyalty.
In their 2019 event held at Central World in Bangkok, the floor was buzzing with fun-filled activities. At the event, customers had access to discounted tickets and various promotions at the sales booth, enjoyed a session with an influencer and a mini-concert, and even participated in games. Other activities and booths included a VR booth, a street night market, and a photo booth.
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