I can still picture the excitement of that day in the year 2000 as we prepared for the family trip of a lifetime. We were heading to Florida, Orlando - the land of Disney World, Universal Studios, and all things awesome for a child. But while the thrill of meeting Mickey and riding roller coasters had me bouncing off the walls for weeks, there was one more piece that made the trip extra special: the chance to fly on a jumbo jet, the legendary 747. That flight would leave a lasting impression on me and become a story I often reflect upon - one that ties into my journey with Beluga, our values, and what it means to build a truly memorable brand experience.
flying: the beginning of a journey
As a young kid, everything about the airline we flew on, seemed, well... cool! From the iconic red branding to the energy of the staff, it was clear they were more than just an airline. Boarding the plane felt like entering a world designed for excitement and adventure. I remember feeling like a VIP, even though we were just ordinary passengers on a family holiday.
It wasn't just the thrill of being on a massive aircraft or the novelty of flying; it was the way they had crafted the entire experience. Each child was given a backpack filled with surprises - colouring books, games, and snacks. It was a gesture that seemed small but felt huge. To me, it wasn’t just a bag of goodies; it was an invitation to become part of the family. And that sense of being ‘seen’ as an individual, not just a passenger, was unforgettable.
They had a remarkable ability to make every aspect of the flight an experience. The design, the ambience, everything felt modern, stylish, and fresh. And to an eight-year-old, it felt like stepping into a whole new world.
the mid-flight drawing competition: magic in the air
A few hours into the flight, something truly memorable happened. The captain announced a competition for all the kids on board: Draw what you’re most excited to see when we land in Florida. It felt like such a unique touch - an activity to break up the monotony of the flight and add an element of fun and creativity to the journey.
I remember eagerly picking up my pencil and drawing paper, and the excitement I felt as I sketched out my vision of the Disney castle. The task consumed my attention for a while as I imagined all the fun that lay ahead. Once done, I handed my masterpiece over to the cabin crew, who collected all our drawings like precious treasures.
It was a moment of anticipation and unity - dozens of kids, all bubbling with excitement for what awaited us in Florida. The real magic came when the captain's voice returned to announce the competition winners. He read out name after name, probably every child on board. It was a moment that seemed funny at the time - was it a real competition or just a way to make sure no one was left out? - but it didn't matter. Every single child felt like a winner.
winning goofy: the power of a simple gesture
When the cabin crew came down the aisle with the prizes, I was handed a soft Goofy toy. It might have seemed like just a simple giveaway, but to me, it felt like I had won an Oscar. That Goofy was more than just a toy; it was a symbol of the entire flight experience - the feeling of being special, seen, and celebrated. Goofy then went on travels around Florida and made it to the end of my bed for years after that as a staple of my teddy collection, a small treasure that reminds me of that flight, that holiday, and that incredible feeling of joy and connection.
Nearly 25 years later, after spending some time at the parent’s home, I spotted Goofy sitting on a window ledge, and it flooded back those memories from nearly 25 years ago. But it did something even more subtly powerful, it reminded me of that experience. An experience that in reality only last 7 or 8 hours nearly 25 years ago on a plane, but created a memory for life. They created a brand experience that was authentic, human, and deeply memorable. They went beyond simply providing a service; it built a connection.
what makes a great brand experience?
When I think about that flight now, I see it as a masterclass in what it means to deliver a great brand experience. It wasn’t just about arriving at our destination; it was the experience along the way that had flair, attention to detail, and a sense of fun.
So what made it so impactful as an experience?
aesthetic appeal & strong branding
From the colour scheme to the logo to the uniforms, everything felt thought-out and stylish. The brand identity was consistent, modern, and distinct. When your brand stands out so do you, and you make it memorable.
memorable moments
The personalised backpacks, the drawing competition, and the prizes all contributed to making the experience unforgettable. These moments may have seemed small, but they created lasting memories. Small things matter, the win is in the detail.
personalised touches
Every passenger was made to feel special Recognising every child on that flight through the competition might have been playful, but it was also a thoughtful gesture that made every single one of us feel valued. Create some fun, make it exciting, game-play builds value.
human-first approach
It wasn’t just about getting us to our destination; it was about making sure the journey itself felt special. They knew how to bring joy to the experience, and they understood the value of connecting with their passengers. Strive for joy at every opportunity, authentic human connection was, is and will continue to be so important.
living up to their promise
They promised a fun, stylish, and enjoyable journey—and they delivered. It's a promise I still remember every time I think of that Goofy toy. Having a clear promise and delivering on it is critical, building integrity, value and honesty in your brand.
beluga's values and the connection to brand experience
At Beluga, we’re driven by similar principles to those I experienced on that flight. We believe in creating experiences that are not only memorable but also impactful. Our approach is grounded in our core values: being Creative, Freeing, Connected, and Evolving. Whether it's through how we engage with our clients or the way we deliver our services, we aim to make every touchpoint an experience to remember.
We draw inspiration from brands like those mentioned, focusing on how we can build genuine connections with those we serve.
It’s about more than just delivering a product or service - it’s about crafting a journey and creating a connection. We want to make our clients feel seen, heard, and valued in every interaction. At the same time, we stay true to our commitment to sustainability, ensuring that as we grow and help others grow, we are making a positive impact on the world.
Our work at Beluga spans a range of services, all united by the belief that great brands are built on great experiences. Whether we're helping a company enhance their digital presence or transforming their team culture, our goal is to create meaningful, unforgettable interactions. And just like that Goofy toy, we hope to leave lasting impressions that our clients, and the community can carry with them long after the project is complete.
crafting loyalty through experience
It’s funny how one seemingly small moment - like receiving a Goofy toy on a flight - can stay with you for decades. But that’s the power of a thoughtful brand experience. It's these moments of human connection, joy, and recognition that build brand loyalty, create advocates, and develops long-term relationships.
So, if you're thinking about your own business and how you interact with your customers, take a moment to consider the following:
- what can you do to make them feel special?
- how can you personalise your experience?
- how can you create moments that they'll remember years down the road?
- how can you continue to provide the human-centred experience we all crave for (especially in today's AI driven world)?
At Beluga, we're on a journey to help you build those experiences, elevate your brand, and leave a lasting impact, through our bespoke (and off-the-shelf) learning experiences, and digital solutions.
So, if you’re interested in finding out more, or even just want to talk about my trip to Florida – then let’s chat (who doesn’t love a good holiday chat?!)
are you ready to be more beluga?
