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All content on this blog is the product of Adam Stewart and does not represent the views of his employer, or anyone else.

Entries in free (1)

Friday
Jun062008

In-flight sampling: risk or opportunity?

The struggle of the airline industry is well-documented. Tickets cost more than ever before, yet airlines' services are more frugal and less dependable. Customers are not happy. The in-flight experience has actually gotten worse, not better, and it is due to airlines' need to cut costs.

On a U.S. Airways flight this past weekend, I noticed the tray table ads. Airlines have been doing this for some time - America West has been selling this space as early as 2003 - but is there a bigger opportunity here? Advertisers are looking for a captive audience (i.e. theater/big screen ads) and airlines are looking for ways to improve the in-flight experience without increasing their own costs.

Some ideas come to mind...

  • Movie selections brought to you by Blockbuster
  • Lunch provided by Panera
  • Wi-fi brought to you by Comcast
  • In-flight gaming brought to you by Nintendo DS

This is a potential win for both the marketer and the airline. The marketer gains access to a captive audience and generates brand engagement, while the airline improves the in-flight experience without incurring costs of their own. With the discussion of "free" as the New Mass Medium, this is a relationship that can benefit them both.

But it is worth the risk to align your brand with an industry that can't seem to get anything right?

Update: Westin hotels is now partnering with United Airlines to brand their flight experience. (Influx Insights)