Advertising and Markets

The key aviation industry bodies in the USA are projecting that 25.3 million passengers will travel globally on USA airlines in the next few days of thanksgiving. This is up around 3% on recent years and showing the strength of the aviation market today

When you consider the disruptive changes that have revolutionized industries in the last 30-40 years it’s hard to think of many that have had more impact than the low-cost business model has to the airline industry. Today, low-cost airlines account for 36% of the overall aviation market in Europe. However, the perception of people flying with low-cost airlines as being low-cost consumers persists

Since January, we have been running a social media programme with United Hemispheres Magazine. The premise is disarmingly simple: each month, the editor invites readers to take a picture with the magazine and share it on social media using #Hemigram. The next month, we then publish our favourites – there are currently no incentives beyond the simple opportunity to feature in the magazine.

A surprising revelation from The Global Passenger Survey, the world’s largest airline passenger survey of over 40 airlines, is just how late passengers are prepared to wait till booking accommodation for their upcoming business trip or vacation.

One of the most exciting findings revealed by The Global Passengers Survey is just how much passengers view the inflight magazine as central to their holiday experience.   With its mix of inspirational features, aspirational advertising and entertainment listings, the magazine adds to the anticipation and excitement of an upcoming holiday.  So essential to their holiday is the magazine that 32% of passengers actively stated that they see the inflight magazine “as part of their travel experience”.

In my previous post, we explored the value of leveraging print and social media in a cohesive campaign. Social media has been around for a long time by internet standards, but as marketers we are still coming to grips with how to use it effectively to tell a story. Travel is all about creating connections - both real and virtual. So it’s no surprise that social media and travel go well together.

The Global Passenger Survey, the world's largest airline passenger survey of over 40 airlines, uncovered insights into a range of passenger behaviour and opinion, including how passengers engage with their inflight magazine. Given the size and range of the survey, these media insights make GPS effectively the largest inflight media survey of its kind.

The Luxury of Print

A recent article on wondered “can paper survive the digital age? Being web-based, you might think would say that, as digital media revenues grow at the expense of newsstand magazine circulations.  Passenger numbers, and inflight readers, however are set to increase by over 5% every year according to IATA.  And, although you are probably reading this online, there is new evidence that supports the unique properties of the printed word.

The internet has undoubtedly changed the world of advertising. So much so that some believe that focusing all marketing dollars on social media only is the best solution, but there is strong evidence that print maintains a stance as a powerful medium for advertising. The question shouldn’t be whether or not print is dead, but rather why it has taken marketers so long to work out how to leverage the unique qualities of each together in a cohesive campaign?

At the World Travel and Tourism Council Global Summit in Madrid this month, ‘Disruption’ was the theme. The audience was shouted awake by Gary Vaynerchuk, a passionate entrepreneur and investor that has ridden the Silicon Valley wave with phenomenal success. His message to us? Print advertising is dead. It’s about depth (engagement) and not breadth (coverage). Put 80% of your advertising budget in Facebook.


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