Analyzing Social Media in Aviation and Tourism: A Case Study

This report provides an in-depth analysis of the role of social media in the aviation and tourism industries, with a specific focus on British Airways' #BA100 marketing campaign. The introduction highlights the importance of social media for ticket bookings, flight information, and advertising within the tourism sector. The report then examines the #BA100 campaign, its objectives, and the platforms used, particularly YouTube, to showcase the campaign's impact. It identifies key hashtags and keywords used in the campaign and discusses the significance of hashtags in social media marketing, including their role in content discovery, targeted audience reach, and customer engagement. An analytics tracker provides data on post reach and engagement across various social media platforms. The report also identifies user profiles based on demographic, geographic, psychographic, and behavioral segmentations. Furthermore, it discusses ways to improve customer engagement by leveraging social media influencers and providing tailored offerings. The conclusion emphasizes the critical role of social media in enhancing customer engagement and organizational success within the aviation and tourism sectors.

Social Media in Aviation &
Tourism
Table of Contents

Introduction......................................................................................................................................1
1. Marketing campaign...........................................................................................................1
2. #BA100...............................................................................................................................2
3. Platform which shows the evidence of the campaign........................................................2
4. WHICH KEYWORDS AND/OR HASHTAGS DID YOU FIND BEING USED AS PART
OF THE CAMPAIGN? LIST THEM BELOW.....................................................................2
5. Three reasons why hash tags are important for the social media.......................................2
6. Keywords used in campaign...............................................................................................3
8. Conduct analytics tracker for 10 posts that have been made..............................................4
9. Identification of user profile...............................................................................................5
10. Identification of segments associated with social media users through which they targets
the campaign...........................................................................................................................6
11. Identification of ways for improving engagement of customers......................................6
Conclusion.......................................................................................................................................7
References........................................................................................................................................8

Introduction
Aviation is one of the activities which have been surrounded by the aircraft and
mechanical flight. Social media is very important and plays a major role in the aviation sector
because it simply helps in booking of the tickets and time of the flights. Nowadays there are
some major websites which are especially designed for the convenience of the people
(Akyildirim and et. al, 2020). In addition to this, tourism sector gives a major importance in
terms of social media as well because without social media there will be no advertisements and
lack of profits as well. The discussion includes several segmentation techniques which have been
used in the social media campaign of a chosen organization or International aviation. The chosen
entity is British Airways #BA100. British Airways is the flag carrier airline of the United
Kingdom. It has its headquartered in London, England. The company has been founded in 1974
by Sean Doyle and Stephen William Lawrence.
1. Marketing campaign
The marketing campaign is simply based on the promoting of various products and the
services through different types of media, including television, radio, print and some effective
online platforms. Campaigns are not simply based on the reliant and on the advertising, it simply
based on the video conferencing and some other interactive techniques. #BA100 is one of the
famous campaign of British Airways. In celebrating the centenary, airline has been released the
100th anniversary campaign on the basis of simplify the British talent front and the centre. The
advertising campaign #BA100 is something that has been designed on the basis of “love letter to
Britain”. This campaign simply presents a flight including several actors such as Gary Oldman,
Olivia Colman and Riz Ahmed of British (British Airways Made By Britain, 2020). Some major
sporting stars of the British including Anthony Joshua, Ellie Simmonds, Nicola Adams, Chris
Robshaw, Harriet Millar mills and the Anthony Watson. They all were simply brought up
together as the leaders icon and suggest that the flag carrier of United Kingdom must be played
as an integral role of shaping the Britain at present and in future as well. The stars are simply
joined together as cabin, crew, pilots and engineers. The progression of the campaign has been
seems out as we simply love Britain, You need to make us as who we are on the basis of simply
tagline including “the British Airways. Made by Britain”. The campaign has been tremendously
present the honour for the Britishers. One of the actor who was also the part of this campaign
1

known as Actor Oldman such as British Airways a lot, he suggest that It is one of the real
milestone in the aviation and British industrial history. This campaign is something about
thanking to all the amazing people who can simply fly with all of us, work with us and parting
together (Al-Badi, Tarhini and Al-Sawaei, 2017). The airline simply forged with 100 years. It
has been inherently made by the Britain so that it helps in celebrating the campaign as well.
Meanwhile, several members of the British airways, emailed with a personalised count of major
miles and it has been simply flown with the airline.
2. #BA100
BA100 is one of the most sorts and an effective campaign for the people of the Britishers.
When the campaign has been made, it majorly focusable on attracting the consumers in a more
specific and the positive way. There is a simple process which major want to attract the
passengers. It present on the basis of revolutionize concept, so that people actually receive what
they want from the society. It presents as a single piece in a history of present, making all the
availability of facilities so that people simply receive what they want from the society. The best
of Britain, from the moment you step onboard are all included as a basic of this campaign.
Helping people, some reasonable rates, effective measures and facilities are the major focusable
part of the campaign. This campaign simply shows the beauty of Britain.
3. Platform which shows the evidence of the campaign
You tube is one of the major source that shows the evidence of this campaign #BA100
very easily. It not only simplify the campaign effectively but also focuses on maximizing the
profit and attain the level of satisfaction.
4. WHICH KEYWORDS AND/OR HASHTAGS DID YOU FIND BEING USED AS PART
OF THE CAMPAIGN? LIST THEM BELOW
In the marketing campaigning of British airways, the hash tag which have been reflected
and which is quiet useful is #BA100.
5. Three reasons why hash tags are important for the social media
A hash tag is a label which has been used in the social media so that finding of the post
and the information can be simply justified and it directly shifts to have a specific content. The
symbol # is useful in creating the words without any spaces.
2

 First reason suggest that hash tag is a simple process because if we simply search a hash
then it can directly result the post or a person can directly reach to the specific product
from anywhere by the hash concept (Chen, Huang and Huang, 2016). On the basis of
using the hashtag, there are some specific target audiences as well that helps in finding
the correct information and search within it. There is a need to have a broad connectivity
for maximizing the profit as well.
 Second reason suggest that they are quiet related with the compel action. When a user or
a person can sees a post then it will automatically help them in spending more time on the
social media. Some additional information can also driven on the basis of content which
have been brought up by the hash tag.
 Third reason is simply on the basis of hash tag is useful more broader the social media
platform. It impact on the additional amount of the information and help in directly put
on the social media so that every age of human can have driven the visibility as well.
 They reward the distinctive hash tags that make finding information easier for the social
media users. A unique hash tag help in building out the message which have been stand
out to the users who can simply find the hash tag quiet efficient and valuable as well
(Hassan, 2020).
Any campaign related to the hash tag helps in reaching the targeted audience, connect
with the industry as well. Hash tags are quiet specific and it includes some best practices for the
effective experiment and the consistency on the basis of social media usage. The best practice of
the experiment and the consistency is the social media usage. A social media post do not simply
help in overuse the hash tag. The post should be specifically concise, cluttered and
unprofessional. In a good post have more than one but three to four hash tags can be efficient and
specific as well (Sigurdsson and et. al, 2020).
6. Keywords used in campaign
The keyword that is being used within campaign is #BA100.
3

8. Conduct analytics tracker for 10 posts that have been made.
Date Post Reach Engagement Notes
2/12/
2020
Twitter 750 5 https://twitter.com/YorkeLoz/status/1334069364702711808
3/12/
2020
Instagram 1350 173 https://www.instagram.com/p/CIVXubzhk0r
2/12/
2020
Twitter 550 37 https://twitter.com/MT111tmd123/status/1333932727456960512
2/12/
2020
Twitter 675 5 https://twitter.com/GetYouRefund/status/1333952358263517184
28/11
/2020
Twitter 365 1 https://twitter.com/elizabethtoni/status/1332784259527020545
27/11
/2020
Twitter 432 2 https://twitter.com/ollie_beale/status/1332374081036029952
02/12
/2020
Twitter 550 37 https://twitter.com/MT111tmd123/status/1333932727456960512
4

25/11
/2020
Twitter 239 4 https://twitter.com/japritchard/status/1331613578844049411
25/11
/2020
Twitter 357 10 https://twitter.com/athspotter/status/1331710778924208136
25/11
/2020
Twitter 255 1 https://twitter.com/MT111tmd123/status/1331590387199307777
9. Identification of user profile
Demographic Age-wise segmentation will be carried out for the purpose of gaining the attention of large
number of people across the globe towards the campaign of British Airways. This will inflate
the popularity of the brand and the consequent revenues.
Geographic Geo-demographic segmentation will be carried out for the purpose of targeting the people of
the target region. This will help the respective airlines brand in augmenting its revenues and
profits.
Psychographic Psychographic segmentation will be carried out by the respective brand for the campaign by
considering personality traits as the aspect for the segmentation. This helps British Airways
to appeal to the large base of audience.
Behavioural Behavioural segmentation will be carried out by the respective brand for the campaign by
taking purchase behaviour of the consumer into account. This helps in augmenting the
revenues and profits.
10. Identification of segments associated with social media users through which they targets the
campaign
Typology of social media users comprises of information needs in x-axis and interactive
participation within y-axis. This involves 4 different quadrants that comprises of customers that
comprises of info minimally involved, socialisers, info seekers and SMT Mavens. This
comprises of from low to high parameters depending upon visibility or access that is being made
via individual as per access made via them (Plaza Vich, 2020). The other model that is being
utilised is creation matrix or social consumption, this comprises of two factors creation and
consumption. With reference to BA#100, campaign emphasis is made on attention seeking that
involves celebrity endorsers. It is carried out for making sure those there existent assets are
maintained as well as they can lay focus on grabbing attention of others. The target is there
customers; the reason behind this is that British Airways have completed 100 years within the
5

marketplace and the main assets are customers who are liable for taking organisation for so long.
Thus, it becomes important for them to emphasise on their critical stakeholders. Here, TV ad was
given that includes ‘Made by Britain’ in which cast of homegrown talent was included, Anthony
Joshua, Grayson Perry, Nicola Adams and Garry Oldman. The stars are shown as a plane that is
dubbed with crew members, engineers and pilots as well as carrying out final touch with respect
to takes off.
11. Identification of ways for improving engagement of customers
At present scenario, people are addicted to social media, thus it becomes important for
organisation that they conduct appropriate campaign through which it will be easy for grabbing
attention of potential customers. It is identified that attention seekers are users who have large
network, promote and create social content. This involves social media influencers and users are
motivated via validating impulse. It is important that users must be involved more by providing
them with better offerings (Ivanova and Ivanov, 2020). It is suggested that, devotees will act like
a ideal brand ambassador as this will enable them within carrying out interaction among brands
as well as share opinions. This will lead to create an affirmative impact on British Airways. They
are both active consumers as well as creators and are generally perceived like genuine along with
authentic.
Conclusion
From above it can be concluded that, social media acts as a critical platform that aids
organisation to excel within their liabilities. For this, it is important that they develop relevant
campaigns through maximum users can be connected with organisation and customer
engagement will also be enhanced. Furthermore, it will enable them to ensure that people are
viewing them and have a certain respond to the ways in which they are present within the
marketplace.
6

References
Books and Journals
Akyildirim, E and et. al, 2020. The financial market effects of international aviation
disasters. International Review of Financial Analysis, p.101468.
Al-Badi, A., Tarhini, A. and Al-Sawaei, S., 2017. Utilizing social media to encourage domestic
tourism in Oman. International Journal of Business and Management, 12(4), pp.84-94.
Chen, S., Huang, Y. and Huang, W., 2016, March. Big data analytics on aviation social media:
The case of china southern airlines on sina weibo. In 2016 IEEE Second International
Conference on Big Data Computing Service and Applications (BigDataService) (pp. 152-
155). IEEE.
Hassan, A., 2020. Technology-Supported Tourist Guiding in Aviation Tourism. In Cases on
Tour Guide Practices for Alternative Tourism (pp. 257-267). IGI Global.
Ivanova, M. and Ivanov, S., 2020. Tourism Information Technology. Journal of Tourism
Futures.
Plaza Vich, A.M., 2020. The Impact of Social Media in Tourism.
Sigurdsson, V. and et. al, 2020. The relationship between the firm's social media strategy and the
consumers' engagement behavior in aviation. Managerial and Decision
Economics, 41(2), pp.234-249.
Online
British Airways Made By Britain. 2020. [Online]. Available through: <
https://www.creativemoment.co/a-star-studded-flight-celebrates-100-years-of-british-
airways>.
7