A reveal without a product
With the reveal of its new long-haul cabin, “Ocean Blue,” Discover Airlines unveiled a key product for the coming years. At the time of the event, however, the cabin was not yet physically available. Nevertheless, the goal of the project was to showcase the new cabin’s design, materials, and unique features early on and to sustain interest from the initial announcement through and beyond the reveal. Instead of a traditional product showcase, a multi-phase approach was developed that combines information, engagement, and curiosity.
Access to the new cabin
The absence of the finished cabin served as the starting point for the concept. Instead of a physical exhibit, the cabin design was broken down into individual, tangible components. Key elements were reflected in familiar objects, making the materials, functions, and details easy to understand. Through playful and visual formats, this created a direct connection to the new cabin without having to actually show it.
Collection in the Room
The Reveal centered on a spatial installation that brought these elements together. The design was reminiscent of a well-stocked toy store and invited visitors to discover the new cabin step by step. Building sets, trading cards, puzzles, retro games, and a walk-in photo booth highlighted individual aspects of the cabin and made them understandable from different perspectives. In addition, employees were able to work with materials from the cabin in an open workshop and process them themselves. Parts of the installation and selected formats remained in place beyond the reveal and continued to be used.
For the reveal of the “Ocean Blue” cabin, we were responsible for the conceptual development of the reveal strategy, as well as the planning, implementation, and management of all activations and participating service providers. The multi-phase approach established the cabin reveal as a sustainable internal communication event and made it possible to provide early access to a complex product without having to physically display it.
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