Brands are realising that collaborations can increase their reach and grow their audience. With that being said, if you do a collaboration wrong, or work with the wrong partners, it can end up feeling disjointed or not have the intended effect. We decided to get the collaboration low-down from the people who do it best.
Every time a brand partners with another brand or person, it runs the risk of going horribly wrong, or even worse, having no impact at all.
Collaborating seems to be a hot new marketing trend, but some brands and marketers seem to be missing the mark completely. Others — like LIFT — keep finding new ways to collaborate with unexpected yet fitting partners.
That is why media update's Alrika Möller got some collaboration insights from Haydn Henning, Brand Manager at LIFT.
Most people believe that an airline doesn't have a very specific target audience. How does a marketer go about defining a target audience that is so broad?
Yes, a lot of different people travel, but the thing they all have in common is that they're travelling! While there are a lot of submarkets, we tend to focus on three distinct groups:
- travel for business
- leisure, and
- family travel.
We also look at the business + leisure group (bleisure) and of course, consider frequency and destination.
How can a marketer craft their messaging when the audience is relatively broad?
Marketers can design their key message around the brand's core offering. Even if there is a diverse audience, the target is the shared element the brand provides.
Establish a clear, overarching brand message that reflects the brand's values and unique offering.
Your core message must remain consistent across all communications. Within the broader audience, marketers can identify key segments and craft tailored messages for each group, addressing their specific needs.
LIFT is known for its innovative marketing strategies. Can you share some of the creative approaches you've taken to capture the attention of your target audience?
Being relatable and staying up-to-date with trends is at the core of our marketing strategy. We stay in tune with what our travellers are saying on social media and through feedback channels.
We love offering our travellers unique experiences, and our "surprise and delight" campaigns provide unexpected moments that passengers love. To make flights more entertaining, we've hosted games of BINGO, silent discos and fashion shows, just to name a few activities that our passengers have enjoyed at 36 000ft in the air.
Passengers get involved, and there are often giveaways or prizes to be won, creating a fun, interactive atmosphere. It turns a regular flight into a shared experience that's both engaging and enjoyable.
Collaborating with fashion designers and authors is unique for an airline. How did the idea to work with creatives outside of aviation come about and how did the two campaigns compare in approach?
These collaborations came to light because of LIFT's support of local talent. As a Proudly South African business, collaborating with South African talent is core to our brand. We love showcasing the country's creativity and connecting our passengers with local culture.
These partnerships reflect our commitment to upLIFTing homegrown talent and offering unique experiences that celebrate the best of South Africa.
What are the logistics to keep in mind when collaborating with a fashion designer or book author on a launch?
The logistics for each collaboration were different but the end goal was always the same: "How do we create an amazing surprise and delightful experience for our travellers and at the same time upLIFT local talent and create talkability for LIFT?"
For the fashion collaboration, we worked closely with Proudly South African to create a unique in-flight fashion show at 36 000ft on Valentine's Day. This event was all about showcasing local designers and celebrating South African creativity in a fun and engaging way.
In contrast, the author collaboration involved launching a book by a local writer with an aviation theme. The in-flight book launch was a perfect opportunity to connect the content of the book with the flight experience, launching her book at 36 000ft.
LIFT famously collaborated with Disney on a campaign and branded aeroplane. How does one approach such a large-scale campaign and collaboration?
Working with any partner requires collaboration on marketing, event coordination and ensuring that the partnership highlights local talent effectively. Aligning the launch with a significant event theme or special day requires precise coordination.
Schedules must be aligned for any relevant partners. For events like an onboard activation, we need to consider space constraints on board the aircraft and strictly adhere to safety regulations.
Passenger and crew safety is always the first and most important consideration, we abide strictly by safety regulations.
What benefits does a collaboration offer a brand such as LIFT?
Approaching a large-scale collaboration like LIFT's campaign with The Walt Disney Company Africa required meticulous planning and coordination. Per any partnership, we first ensured that both LIFT and Disney had shared objectives for the campaign.
This involved aligning our brand values and agreeing on a common narrative that resonated with both audiences. It was essential to maintain a balance between both brands, ensuring Disney's identity was prominent but also aligned with LIFT's image.
The collaboration needed to feel cohesive and not overshadow one brand over the other.
We used a very strong project management style to bring this co-branded livery to life which was more than 12 months in the making from concept to launch.
We brought in team members from all areas of our business so that every element was carefully considered and meticulously planned to meet the launch deadlines and deliver an exceptional campaign.
How does LIFT go about finding brands and opportunities for possible collaborations?
We have a strict policy and strategic focus on aligning with partners that share our values — such as innovation, customer-centricity, flexibility and supporting local talent — and elevate the passenger experience.
We actively monitor trends in the travel, lifestyle and entertainment industries to identify potential partners that are relevant and current. This helps us tap into opportunities that feel fresh and exciting for our passengers.
We also try to think laterally about potential brand partners that would enhance our brand, outside of the traditional travel and hospitality space which gives us access to a broad audience to build brand awareness with.
What advice would you give to marketers looking for ways to be innovative and try new things?
First and foremost, you must be passionate about the brand you represent and the industry you're in. You must have a deep understanding of your target market and what gets them interested and excited. From there the ideas will flow.
Innovation must be rooted in understanding your customers' needs, preferences and behaviours. Use data and feedback to identify gaps or opportunities where you can surprise and engage them in new ways.
Be willing to test new ideas and take calculated risks.
Not every initiative will be a success, it's important to test, fail and learn because each experiment provides valuable insights. Start small, learn from your results and scale up the successful concepts.
Partnering with brands, creators, or businesses outside your usual sector can bring fresh perspectives and ideas. Innovation requires flexibility; be ready to pivot your approach based on results or changing market conditions.
Agility ensures you can capitalise on new opportunities as they arise.
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*Image courtesy of Canva