In-flight sampling: risk or opportunity?
Friday, June 6, 2008 at 10:31AM 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)
