Summer Festival/Get Packing Wrap Report

Overview
This summer, YVR launched Get Packing, an interactive game and contest at
summer festivals across the Lower Mainland as part of our community outreach
program. The Get Packing summer activation focused on engaging with members
of the community about key routes and services offered from YVR, as well as to
strengthen our relationship with the community. At various summer festivals,
members of the community were given the chance to win two free flights to
anywhere YVR flies directly. We launched the Get Packing contest at the European
Festival in May, and attended 47 event days from May to September. After wrapping
up the contest on September 5th at the PNE, we had over 34,756 interactions with
members of our community who played the game, shared a selfie, entered the
contest, and took home some YVR branded prizes.

Objectives

To further establish YVRs presence as not only an economic generator for BC

but also a member of the community.
To highlight new direct destinations available from YVR by utilizing our
destination map selfie wall and packing tags branded with airline names
and destinations.
To engage in face to face interactions with the community to provide
awareness about YVRs community presence and to converse about our
newest destinations.
To reach over 35,000 interactions over the course of the summer.
Tools
The YVR branded 20x20 and 10x10 tent was taken to 47 event days across
the Lower Mainland throughout the summer. Members of the Flight Crew and
YVR Staff ran the activation and initiated meaningful interactions with the
public.
The Get Packing game and contest gave over 3 million people a brand
impression of YVR, whether they participated in the game, shared a selfie
online, filled out a ballot, or came across the #GetPacking hashtag on social
media.
Showcased YVRs newest destinations on a site map selfie-wall that
highlighted direct destinations available from YVR, including the newly
launched direct flights to Rome, Dublin, Brisbane and Dehli.

Packing tags for the Get Packing game were branded with airline names
and destinations.
Utilized YVRs social media channels to promote the #GetPacking contest and
the Flight Crews presence at various summer festivals, which led to social
media interactions and inquiries about the game, contest, and the events we
were attending.
Integrated the #GetPacking game into YVRs social media channels so that
people could also enter online by sharing the hash-tag, or by sharing the
selfie they took with the destination map

Date

Sat, Sun
May 2829
Sat May
28
Sat June
4
Sat, Sun
June 1112
Sun
June 12
Sat, Sun
June 1819
Sat June
18
Sun
June 19
Sun
June 26
Friday
Jul 1
Sat,
Sun, Jul
2-3
Sat Jul
09
Sat July
11
Sat, Sun
July 1112
Fri July
17,
Thurs
Aug 6
Sat July
18
Sat, Sun
July 2730
Sat, Sun
Jul 2324
Sun July
31
Sat, Sun
August

Event

European Festival

Approxim
ate
Attendan
ce
10,000

Interacti
ons

Brand
Impressi
ons

1,500

10,000

30

3,000

900

3,000

Hyack Uptown Street

Festival
Marpole Community
Day
Philippines Days
Festival

5,000

16,000

1000

16,000

Sapperton Day Street

Festival
Dragon Boat Festival

15,000

900

15,000

65,000

3000

65,000

Richmonds National
Aboriginal Day
Celebration
VanAqua 60th
Anniversary
Burkeville Daze

200

60

100

1000

230

1000

300

200

300

Steveston Salmon
Festival

85,000

1000

85,000

Golden Spike Days

35,000

1500

20,000

Khatsalano Festival
Carnaval Del Sol

900
1,750

40,000

800

200

800

Marpole Summerfest

5000

150

3000

Walk With the Dragon

10,000

1000

10,000

Celebration of Lights Shorefest

1.4
million

3000

30,000

Fusion Festival

90,000

1000

90,000

Pride Festival/Parade

10,000

1500

10,000

Richmond Maritime
Festival

40,000

Thompson Community
Picnic

40,000

1,500

20,000

There were 47 individual event days where the Get Packing activation was used.
With all of these festivals combined, we reached over 35, 506 interactions with
members of the public.
In total, throughout 2016, YVR attended 62 event days from February to September,
and in this time we reached 45, 840 interactions.

Giveaways

Item

Approx. # given
away.
14, 595
4800
2698
1400

Lollipops
Sunglasses
Fanny Packs
YVR Frisbees (Pride
Only)
YVR Beach Balls
700
(Community Day Only)
In the future, swag should be given to those who successfully pack 7/9 items on the
packing list, because if it is limited to 9, it is extremely difficult for individuals to win
the game and earn a prize. Lollipops should be for those who did not win, and for
children under the age of 19 who are not able to enter the contest.

Social Media
Online use of the #GetPacking hash-tag:

Approx. 1,000 Instagram posts

72 Twitter posts
448 #GetPacking Instagram comments
Social media promotion for the Get Packing series was successful this
year, with the contest gaining lots of exposure through Instagram and
Twitter. There were posts about the #FlightCrew, the #GetPacking contest,
and the various festivals where the Flight Crew was making an
appearance. There were about 1-2 posts per week, generally on festival
days on the weekends.
YVR started a #GetPacking campaign, with packing-inspired Instagram
posts. These posts yielded the highest levels of interaction the YVR

instagram has ever seen, with up to 169 likes and over 116 comments on
a single picture.
TopTweets from @yvrairport on Twitter:

Top posts from @yvrairport Instagram

General Feedback from Community

Event Name
Pride Parade

Comments/Questions/Suggestions
- We want YVR Sunglasses
- Love the YVR Pride tattoos
- Disappointed non-residents could
not enter, or that it was flights
from YVR (out of provide Canadian
tourists)

Garlic Festival

Fusion Festival

Richmond Maritime Festival

What is YVR doing here?

How big does carry-on luggage
need to be
- A lady expressed dismay towards
YVRs limited food options and
how we should take steps to be
more sustainable with our food
(ie. Produce from garden in our
restaurants)
A gentleman asked if there was help
available at customs because he has a
mental disability and it takes him a very
long time to get through, because he
does not comprehend the many
questions they ask
- Lady asking if she could have a
map of the airport
- People were asking about the
green coat program
- -People asking about nexus

Carnaval Del Sol

Shorefest

Steveston Salmon Festival

Thompson Community Picnic

Marpole Summer Festival

Golden Spike Days

Khatsalano

Dragon Boat Festival

Why dont you have tags in

Spanish?
Why is YVR running the contest
Questions about travel (customs,
travel destinations)
Asked about sunglasses and Tshirts from 2015
We like having something to do
rther than just spinning a wheel
Can we have sunglasses?
Wanted fanny packs
A couple of people had noise
complaints and asked questions
about South runway maintenance
work
My husband cant sleep at night
because of the airplane noise
When does take-off Friday start
What airline do you represent?
What are you promoting
One gentleman asking why we
take so much of their money with
airport fees
People were curious about our

National Aboriginal Day

Van Aquas 60th Anniversary

Hyack Street Festival

European Festival

PNE

partnership with Xiamen, whether

it was direct
General questions about Xiamen
and what it was like
Green coats by nexus are very
insistent on offering help even
when it is not needed and that it is
offered in an intrusive manner
Why are you guys here (A
common question among all
festivals good idea to equip
ambassadors with an answer
about YVRs role in the community
& new destinations)
It is very expensive to fly
We didnt know we had to pay for
luggage now
Thank you for coming to this
event
Older people did not have
cameras and could not participate
in the selfie contest, and some
were unable to participate due to
physical limitations so we need to
figure a way to be inclusive to this
demographic as well
Complaining about recent CATSA
wait times

Community Feedback on Routes/Services

Event Name
Pride Parade

Garlic Festival
Fusion Festival

Richmond Maritime Festival

Shorefest
Thompson Community Picnic

Comment
Hong Kong, Rome and Australia popular
choices when asked where people were
most interested in flying
South Africa, South America
People were excited to get a chance to
win flights to Dehli, as we were
partnering with Air Canada to showcase
this at the festival
Bali, Kiev, Ukraine
Bali, Hong Kong, Australia
Nicaragua

Khatsalano
Golden Spike Days
Burkeville Daze
Dragon Boat Festival

Van Aquas 60th Anniversary

Sapperton Day Festival

Marpole Community Day

Hyack Street Festival

European Festival
PNE

People were asking about direct flights

to Las Vegas and Bali
Rome, Hong Kong, Manila, Australia
Tahiti, South America
Excited about routes to Australia and
East/South-East Asia (Manila, Hong Kong,
Taipei, and now Xiamen)
Asking about Germany, Switzerland,
Italy, and Turkey
Question asking why we fly to Sydney
and Brisbane but not Melbourne
requested direct service to Melbourne
Questions about Australia, Rome and
Dublin
People were excited about Rome and
Australian destinations and Hong Kong,
and a few people asked about South
America
Excited about Rome, asking if we will fly
to Brazil
Requested direct flights to Copenhagen,
Vietnam, Victoria
Requests for South American routes,
questions about Delhi inaugural so its
evident the ads are reaching the
community
People excited about Paris and Rome
routes

Best Practices

The flow of the activation works best when 1-2 people are at the Get Packing
game, and one person floats between the lineup, and the selfie wall.
Have ballots at the Get Packing table, hand them off to contestants once they
have played the game or taken a selfie.
Post to social media 1-2 times a week either before or on the day of festivals.
Engage with contestants about possible routes they would want to fly to as
they take a selfie or fill out their ballot.
Create a swag ration sheet to ensure that swag is properly used throughout
the festivals, not too generously at the beginning of the summer and
comparatively sparse towards the end.

Recommendations

Inventory should be taken once a week to ensure the materials for the
activation are fully in-stock, with the necessary swag, and the suitcases and
bins for Get Packing are not damaged.
Keep a second set of materials in the suitcases in storage to replace items
with ease if needed.
Create, print, and laminate a festival check list for both the 10x10 and 20x20
to use when packing the van before festivals.
Post instructions to the game on a stanchion or on the side of the tent for
people to read while they wait in line.
Look into purchasing a new tent the current 20x20 tent activation requires
a lot of staff resources to set up, which results in an ineffective use of staff
resources very early in the day when the festivals are generally slower.
Look into finding lighting for evening festivals such as the PNE.