Research suggests that the online travel market space is estimated to be worth $35 billion in little over a year’s time. Amadeus Gulf recognise the importance of educating their customers on all things digital and recently held an event to do just that.
As pioneers of digital business and communication, and having worked with Amadeus and their customers for almost ten years, the team at VIVA partnered with Amadeus Gulf to create, manage and execute the event for 150 customers in the region.
The overarching theme of #FlyByDigital was established early in the planning process and categorised into four sub-themes:
Be Digital – people, skills and knowledge.
Speak Digital – engaging digitally with customers, from driving traffic to building social engagement.
Look Digital – fundamentals of design in taking customers through the conversion funnel.
Operate Digital – using data to respond to customer requirements.
After scouting for spaces across Dubai, it was decided that the event was to be held within the Meyana Auditorium at Jumeirah Beach Hotel. The venue provided a comfortable and modern space for delegates to listen to presentations, watch demos and interact with digital and online travel industry experts.
VIVA recruited Khalid Al Ameri to be the event compere over the two-day event – a perfectly suited host given his position as a digital influencer in the Gulf region and his passion for the travel industry. Khalid was joined by a team of external speakers who shared their insights and experience in both digital business and the online travel industry, including the likes of Google, Tajawal, iProspect and Tigerspike (to name a few). Subject matter included success stories from online travel agencies, a guide to creating an online strategy, how to utilise industry software, social media engagement, recruiting of digital experts, reading analytics and user experience. A team of internal speakers provided delegates with the confidence that Amadeus could provide the support in taking their business online.
The #FlyByDigital brand was created and carried throughout all pre-event communications, event signage and wayfinding. Branded signage was used to encourage delegates to share their presence at the event across social media platforms. LED signage provided inspiration and motivation focused on the future and specifically business progression.
Upon arriving at the event space, delegates were handed a Xyloband – wearable tech that enabled the compere and speakers to interact with the audience throughout the course of the two day event. Delegates were also handed a paper aeroplane on which they were asked to write their online objective – either something that they had already outlined in their business plan, or what they hope to achieve as a result of attending #FlyByDigital.
As a means to effectively demonstrate the power of social media, we orchestrated a Twitter drinks service whereby guests could tweet their desired drink and seat number using #FlyByDigitalDrinks to receive their order right to their seat within a few minutes.
The penultimate session of the event was a fun and unique competition whereby delegates were randomly selected (digitally of course) to compete in a paper plane-throwing contest. Sounds simple enough, but the stakes were high with two business class flights to San Francisco, accommodation and, continuing the digital/tech theme, a tour of Silicon Valley up for grabs.
All guests were gifted an Amadeus branded Tile – a Bluetooth tracking device which uses smart technology to allow users to keep track of their possessions (phone, wallet, keys) and locate lost items via a mobile app.
Vice President for Amadeus MENA, Antoine Medawar, wrapped up the two-day event and the delegates left for the weekend feeling inspired to take the next digital step for their business.