PSI publish their 2018 Global Travel Predictions

2018 looks set to be another roller-coaster year for the global travel industry.
In this piece, James McEwan, Managing Director of PSI, identifies some of the political, economic and technological factors that will impact the way consumers travel this year.
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Travellers Enjoy Samsonite’s New VR Game at Sydney Airport

Travellers are engaging with Samsonite’s new Virtual Reality (VR) game set in Paris while relaxing in the Sydney Qantas Club Lounge, as part of an activation to promote its new range of suitcases with Curv Technology.
Samsonite’s VR game immerses travellers into three Paris locations with Oculus Rift VR headsets and was designed by oOh!media’s experiential agency oOh! Edge as part of an activation created collaboratively with Posterscope and Dentsu Mitchell.
The game challenges players to find five Samsonite Curv suitcases as quickly as possible at famous Paris landmarks: the Eiffel Tower, the Louvre and the Arc de Triomphe.
Travellers who play the VR game are transported to Paris through 360 degree imagery and a piano accordion soundtrack, brought to life from oOh! Edge’s bespoke display units Connect, at Sydney’s Qantas Club Lounge.
Research shows Qantas club members spend around 42 minutes before their flight enjoying time in the Qantas Club Lounge, which provides an ideal environment for activations that engage more deeply with travellers who like premium products.
Dara Tang, National Marketing Manager at Samsonite, “As the leading global luggage brand, we wanted to interact and bring our brand identity to life with potential customers. This virtual reality game perfectly represents Samonite’s focus on innovation and cutting-edge technology,”
A Samsonite Curv luggage pack is being awarded to the top player each week. A major prize of a return trip to Paris for two and a Samsonite Curv Luggage pack will be awarded at the end of the activation.

Norwegian launches virtual reality Boeing 787 Dreamliner flights at London pop-up

Low-cost airline Norwegian has teamed up with Boeing at Westfield Stratford City to launch a 5D virtual reality experience of the airline’s Boeing 787 Dreamliner on a virtual 15-minute transatlantic holiday in the USA!

Europe’s third largest low-cost carrier is already making affordable transatlantic travel a reality and is now giving visitors at Westfield Stratford the chance to win a holiday after experiencing a virtual reality flight created by VR production studio Visualise, on a Norwegian Boeing 787 Dreamliner to three-landmark US cities – New York, Los Angeles and Miami – all within 15 minutes.
MKTG has been responsible for all campaign creative and concept development, project management and production of the virtual reality filming and stand/set design, staffing, and insights and evaluation. Vizeum have been responsible for all media planning, including the Mail Online and Facebook partnerships.
By wearing virtual reality headsets, participants can experience 360-degree views, the sounds and motion of a Norwegian Boeing 787 Dreamliner flight in the economy and Premium cabins from the UK to the USA. By checking in, boarding the aircraft and landing in the US, participants will start their virtual USA holiday learning about key features of the Boeing 787 Dreamliner before being immersed in the vibrant, energetic scenes of New York, Los Angeles and Miami to entice potential holidaymakers to Norwegian’s low-cost transatlantic fares from £135.
Norwegian is also encouraging participants to use #USAtheNorwegianWay on social media for participants to enter into a prize draw for the chance to win a holiday to any one of Norwegian’s eight USA destinations direct from London Gatwick. Shoppers and passerbys can also try out the virtual reality headset to view the Boeing flight experience.
Stine Steffensen Børke, VP Marketing at Norwegian said: “Norwegian has always been a trailblazer in technology with free Wi-Fi on all European flights and now we’re the first airline in the UK to offer a virtual reality USA holiday. As we continue to take off in the UK, we’re embarking upon the most eye-catching ways consumers can engage with our brand by demonstrating that low-cost can mean high quality in a truly fascinating way.”
The pop-up is now open until 14 December 2016 every day from 11am – 8pm, except Sunday, which is open from 12pm until 6pm, and is located at The Gallery in Westfield Stratford City.
The structure is hard to miss as it stands at 20m x 6.5m resembling a cross-section of the Boeing 787 Dreamliner, which is the biggest event build ever at Westfield Stratford City.
Norwegian is growing rapidly with the UK’s only direct low-cost flights to the USA. The award-winning airline has launched more than 10 direct routes from the UK this year including three new routes to the USA – Boston, Oakland-San Francisco and Las Vegas.
From next year, Norwegian will be the first European airline to fly Boeing’s latest aircraft, the Boeing 737 MAX that will unlock never before seen routes.

Belize Tourism creates the world's first drum-controlled billboard

Olson and long-time partner Belize Tourism Board teamed up to celebrate WestJet’s new nonstop flights from Toronto to Belize by inviting passersby to play on a custom-built Belizean drum that measures decibels to “power” a Belizean boy who dances on the new 90ft digital board towering over the square. One enthusiastic drummer will receive roundtrip airfare from Toronto for two to visit and explore this unique Central American nation.
Part of the two-day experience was broadcast via Facebook Live and also packaged in a shareable campaign video to be launched on BTB’s social media channels, including Instagram, Facebook and Twitter starting this week.
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Via: bestadsontv

easyJet creates immersive travel experience for Londoners

easyJet and the Netherlands Board of Tourism & Conventions teamed up to create a mysterious plane door, which appeared overnight in Shoreditch. The door left passers-by intrigued about what is on the other side however EasyJet disclosed that beyond the door there is an installation, which provides a show-stopping, immersive experience designed to inspire people to travel.
On the 14th and 15th October the free experience took visitors on a whistle-stop tour through contemporary Holland guided by a full cast of live actors. Curious passers-by were instantly transported into a world where they met intriguing characters, larger-than-life surroundings and plenty of surprises along the way.
Those unable to experience it over the two days can still see it via an exciting 360 film – produced using the latest technology to capture immersive footage of the activation – and chance to win their very own adventure in a special flight giveaway.
Ian Cairns, Head of Brand and Marketing Services at easyJet, said:
“Generation easyJet are adventure-seekers and this bespoke, immersive activation totally reflects the fun, energy, exuberance and inclusivity of our brand. We can’t wait for people to experience Holland’s amazing sights without leaving central London. We, along with our partners the Netherlands Board of Tourism & Conventions, wanted to bring something special to Londoners and show them first-hand what Holland has to offer to inspire them to travel.”
Via: prexamples

O2 Dominate Waterloo station for Launch of iPhone 7

O2 have completely taken over the Waterloo Immersion Zone Domination as part of their Smartphone Launch campaign for the new iPhone 7. The campaign, running from 12th – 25th September is certainly unmissable to commuters passing through Waterloo every day as it advertises their Yearly Upgrade Programme – whereby their customers can upgrade after 12 months without any extra cost. The campaign is part of the wider Smartphone Launch activity as it runs during the time as the iPhone 7 launch, giving consumers even more incentive to grab the new handset now.
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"I wish I had a Samsonite" targets travelers Who have lost faith in their luggage

Samsonite’s pop-up wrapping stall targeted travelers who had lost confidence in the quality of their luggage.

The free service was offered to travelers who were not using the brand’s bags, and who agreed to have the message “I wish I had a Samsonite” attached to their luggage. The work accompanied a print campaign that used the same messaging.
Video below:
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Via: Campaign 

Currys PC World Create Giant Fan to Cool Down Commuters

Leading electrical retailer Currys PC World has teamed up with Dyson, to create a giant fan installation, in the hope to cool down commuters in London Victoria train station.
The installation went live on the 3rd August and will be there for two days, it contains 88 Dyson fans, with 16 located in the floor.
Simon Dornan, head of customer PR at Dixons Carphone, said ”trains are notoriously hot places for commuters, so we came up with the idea of creating a giant fan to cool down commuters.” Although the UK is currently experiencing one of the worst summers on record, at least with this installation we can pretend to be having a fantastic summer!
#TheBigChill is part of Currys PC World’s wider marketing campaign this summer, in aid to promote its cooling products including freezers, fridges and fans.
This fun campaign is sure to catch commuters attention and provides the perfect selfie opportunity. I’m sure commuters will have a ‘gale’ of a time.

Via: PR Examples 

Escape from #Alcatrapped! Norwegian Launches San Francisco Inspired Escape Room

An Alcatraz-inspired escape room has been has been created at Westfield London to promote low-cost airline Norwegian’s new flight route from London Gatwick to Oakland International Airport, San Francisco. The project is the first by MKTG UK, a Dentsu Aegis Network’s experiential global brand, formed by the merger of experience agency psLIVE and Dentsu Aegis Network Sports and Entertainment
From Friday 24 June to Sunday 26 June, the North Atrium of Westfield London will see teams of people challenged to breakout of an Alcatraz-inspired cell within 15 minutes. The seemingly empty cell will be dotted with San Francisco themed tips, clues and puzzles that will have to be solved in order to escape.
Teams who successfully “Escape from being Alcatrapped” will be in for a chance to win tickets on Norwegian’s award winning flights to San Francisco–Oakland and complementary tickets to visit Alcatraz Island.
Shoppers will be directed to the experience by out-of-home (OOH) media within Westfield, managed by MKTG UK’s sister company Posterscope, and a media partnership with Time Out managed by media agency Vizeum.
Michael Brown, managing director of brand experience, MKTG UK, said: “Escapism is a huge motivator for travel; this campaign not only highlights the new flight route offered by Norwegian but draws a tangible line on the theme of escapism. Not only does it challenge shoppers to escape the prison cell itself, but it helps them to imagine escaping the city for a holiday to San Francisco.
“In doing so, we’re bringing to life the exciting travel opportunities that are possible when you book a flight from London Gatwick to Oakland International Airport via Norwegian. It’s a fantastic first for us, which marks not only our work with Norwegian, but also gives the rest of the industry a taste of things to come from future MKTG UK projects.”
Nicole Richards, Marketing Manager, Norwegian UK said: “Escapism is a key motivator for people to travel. The alcatrapped! escape room project provides escapism with a twist whilst highlighting our new route from London Gatwick direct to San Francisco-Oakland from £179 one way.
Participants can enjoy an innovative, immersive experience for a chance to win a trip to San Francisco. We’re thrilled that it’s the first project of the new MKTG UK brand.”

'Text and Drive' Billboard for Funeral Home

Funeral Home encourages motorists to Text and Drive Toronto, May 10, 2016 – Motorists in downtown Toronto may have been shocked this morning to see a digital outdoor advertisement for a funeral home trying to drum up some business by encouraging drivers to text and drive. (See it here at But the campaign isn’t really for a funeral home. It’s a collaboration between Cieslok Media and Montreal ad agency john st. that’s trying to get people to think of the real consequences of texting and driving.
“People see and hear the words ‘Don’t text and drive’ almost every day, but the number of people doing it keeps going up and up,” says Mylène Savoie, Managing Director of john st., Montreal. “So we wanted to think of a different way of saying it that would make people think about the real and deadly consequences, which is where ‘Text and drive’ came from.”
The agency approached Cieslok Media (in Toronto) who embraced the idea and the cause. “As a premium large format company, we are right there on the streets and highways where distracted driving takes place every day,” says Jörg Cieslok, President and CEO of Cieslok Media. “We thought this was a powerful way to tell people how dangerous distracted driving is and hopefully get them to stop doing it. It’s also a very impactful way of showing how powerful digital signage can be.”
The campaign includes a website for Wathan Funeral Home (, which looks like any other funeral home website, except when you read the copy, including this line: “We’re just trying to get Canadians to stop texting and driving, which is projected to kill more people in Ontario this year than drinking and driving.”
“We thought most people would get the message from the billboard alone – that texting and driving kills,” says Savoie, “But if someone actually thought a Funeral Home was really promoting this kind of behaviour, we should create a site to set the record straight.” The site includes statistics that show how commonplace distracted driving is with figures like “over half of Ontario drivers admit to reading texts while behind the wheel. That’s more than half of the drivers on the road today risking their lives, their passengers’ lives and the lives of their fellow motorists and pedestrians.”