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Sharing awesome moments, collaborating with a celebrity, being of service to your audience and spreading animal appreciation is rewarding for brands — at least they were this week on social media.

Starting today, each Friday we’ll be calling out travel brands that have seen stronger than usual activity on social media. Using SkiftIQ, we’re able to track current performance versus past, as well as notice spikes in activity that demonstrate a brand has either a viral hit on its hands, or a public relations mess to clean up.

The latest social activity on SkiftIQ for the week ending May 2, 2014:

1. KLM on Instagram

A two-part Instagram approach gave KLM 140 followers a day over their 78 a day average. KLM is the first to reveal the new Embraer livery that has the largest fleet in Europe, 28 to be exact. The Embraer 190 Cityhopper’s trip from Brazil was featured as a sleek Instagram photo of the plane on the day of departure and an Instagram video of its arrival in Amsterdam. Get More On SkiftIQ

2. JetBlue on YouTube

“Air on the Side of Humanity” is Jetblue’s integrated campaign. Its commercial crosses over from TV to its YouTube channel to become 40-second teasers for Funny or Die’s weekly web series, starring Shoo the pigeon in “Shoo’s Bird’s Eye View.” They popped up on our radar with 79 new YouTube subscribers over the 12 subscribers a day average. According to JetBlue, pigeons are not flying rats, they’re almost like us…humans. Get More On SkiftIQ

3. Virgin America on Instagram

San Francisco is Virgin America’s headquarters, and what better than to collaborate with a local sports star who is all over the mobile, web, social culture phenomenon called photobombing? Giants pitcher, Sergio Romo, known for his distinct signature style, one-upped Virgin America’s with an in-person photobomb of his #romobomb. Get More On SkiftIQ

4. British Airways on Twitter

Boasting transparency on fares, baggage, and in-flight services on international flights definitely piques travelers interests. British Airways’ World Traveller tweet about onboard food and entertainment was highly retweeted this week. They gained 845 new followers over their 516 follower a day average. Get More On SkiftIQ

5. Tourism and Events Queensland on Instagram

The platypus is native to Australia. The Queensland Blog introduced Mackay with an Instagram photo of it having a leisurely swim in Eungella National Park. This marsupial attracted 533 new followers over 165 follower a day average. Animals are still a win on social. Get More On SkiftIQ

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Tags: air france/klm, british airways, facebook, instagram, queensland, skiftiq, social media, twitter, virgin america, youtube

Photo credit: JetBlue's series of short clips on YouTube and Funny or Die have users subscribing. JetBlue / YouTube

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