Airline Advertising is Fast, Easy and has a Better Reach
To increase awareness about his newly launched premium mountain water, an Indian packaged mineral water manufacturer carried out an experiment. He sampled the water in two different airlines. A tag was attached to the bottles to separate them from normal packaged water. One airline’s inflight magazine also had a bookmark in the shape of client’s mountain water bottle speaking about the benefits of drinking mountain water.
The impact of this experiment fetched amazing results. Firstly, sampling the newly launched premium mountain water rapidly helped in spreading a word about it as sampling is a standout and uncluttered activity. On the other hand, popularity of the brand increased both in economic and premium segments. As a bookmark is used multiple times by the reader during a flight, it heightened the reach of the new product. The bookmark’s different shape too caught the attention of the readers instantly and made people aware of the advantages of drinking mountain water.
Let’s take a look at another example. An online retailer for apparels and other lifestyle products wanted to increase his online sales and traffic. He placed a print advertisement inside almost all inflight magazines and shopping catalogs. The idea hit the consumer’s mind in the positive manner and resulted in attracting more online traffic for the product. In addition, a video of a catchy ad was played, an online discount code coupon with a unique discount code was placed in the meal trays to motivate people to use the code to buy products from the website. The client continued the strategy for 6 months certifying that there was an appreciable change in terms of website traffic and increase in sales.
Airline travellers are more likely to have a tendency to shop for designer clothes, hi-tech digital devices and more. Hence, airline advertising is implemented faster, easier and has a far better reach.
“When presented with the opportunity, air travelers welcome the comprehensive shopping information and graphic visual displays. A substantial majority also look forward to the opportunity to be recognized and to receive personalised offers,” says Aleks Popovich, IATA’s Senior Vice President, Financial and Distribution Services.
A survey revealed the following travel trends:
88% of business passengers and four of five leisure passengers own a smartphone. Seventy percent of business passengers own tablets, as do 60% of leisure passengers.
Business passengers are younger than leisure travelers, suggesting a “passing of the torch” from older generations of business passengers.