Skift Take

The Air France music-in-the-sky app is a great marketing innovation, though beyond that "gimmick" hopefully they keep adding new tricks to keep it fresh.

Some great new ads in travel this month, most of them focusing on promoting winter travel.

Air France’s music app: Air France is known for its music selection in on-air entertainment, and it is now taking the next logical leap, into an app, but with a difference: Paris-based agency BETC Worldwide hid some specially selected tunes “in the sky.” People who point their mobile devices heavenward can discover the songs, which show up via augmented reality as little dots with music notes inside them. The app also has a hidden game component allowing players to win prizes based on their music trivia skills. (via FastCoCreate)

“Discover the sharp Air France musical selection, in its new Air France Music – Music in the Sky App. Rise your phone up, find a song, and listen to it. The more you travel, the more you can discover new tracks, that have been hidden in the sky all around the world!”


VisitSweden: Among the strangest travel/tourism ads ever created, and surely will never be shown on U.S. TV, this one’s promoting Stockholm Fashion Week. Explanation is a bit strange, but we’ll play along: “On October the 30th something extraordinary happened in Oslo. The mannequins suddenly started to break free. “The Mannequin Escape” is a fashion film that capture this moment…Find out more about “Going home to fashion, Stockholm”, and addresses to the contributing fashion stores, at



Hilton: Promoting the hotel chain’s foodie chops worldwide. “Taste buds like to travel, too. In more than 80 countries, Hilton Hotels & Resorts is serving up culturally-inspired cuisine.


Norwegian Air: Clever use of outdoor media: “Norwegian Air and Kitchen promoted the airline’s cheap flight deals to Norway’s sunnier destinations by reminding people how disgusting Oslo gets in October, when rainfall floods parts of the city. The agency installed a rain gauge on bus shelters that recorded how much rain fell in the city to push people to get out of there, fast.”


Canadian Tourism Commission: New campaign asking users to submit their experience, and then spliced into a shot video, with as the online repository for all the submissions. “We asked Canadians to pick up their cameras and share some of Canada’s best travel experiences. Here is just 2 minutes from 65 hours of video and 7,000 submissions. To see more amazing photos and videos of real inspiring journeys, visit”


Switzerland Tourism: From last month, but worth showcasing. “The land of watches makes you forget time very easily — during holidays in the snow, on beautiful winter hiking trails with stunning Alpine panoramas, in comfy ski huts and wonderful wellness hotels. Welcome to winter wonderland:


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Tags: air france/klm, canada, norwegian air, skiftadsweek, sweden, switzerland

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