Brands’ Atlantic Crossing
The UK and the USA may be two countries “divided by a common language” but as far as media is concerned, the figures speak with the same clarity in every single tongue.
As of today, Ink titles are now in front of more than three-fifths of all airline passengers crossing the Atlantic from the UK at every inkhour of every day, of every month, in every year.
Ok, full disclosure: we can't offer you Ethiopian Air’s 3 flights a week from Addis Ababa (via Dublin) to LA, but we can provide American Airlines’ 175 weekly departures, as well as United’s 161 and Virgin Atlantic’s 160. That’s not to mention Norwegian’s new and expanding 787 fleet departing from London, Barcelona, Belfast, Oakland, Austin and many, many more locations. And let’s not forget Thomas Cook’s unassuming - yet strong – market position. They quietly ferry 41 flights a week to the land of the free and the home of the brave.
So the flight paths are full - as are the planes - but does this have any commercial relevance for brands or is it just so much baloney (or, as we call it in the UK, finely ground pork sausage containing cubes of lard)?
Well, let’s not beat about the bush here. When US tourists “do Europe” they do it properly. They have never been afraid to spend big in the past and now, with the pound being such great value, rumour (or rumor) has it that 2017’s visitor figures are up somewhere between 15% - 25% on last year. More tourists means more money…much more money.
That said, the UK doesn’t lag far behind when it comes to emptying their travel wallets – spending $16bn in the USA last year, double the amount of their nearest European rivals. So if you want to get your brand in front of the big green dollar spenders, I would suggest now is the time to do it.
Whichever direction passengers are crossing the pond, we can access them – and now, having signed Virgin Atlantic, we can help you reach 60% of this transatlantic market. So if you want to speak to this affluent, free-spending audience – let us package it up for you.
We all like to think we know a lot about our cousins across the water but sometimes we just need to let others manage the conversation – so come talk to us.
By Steve Rowbotham
+44 20 7625 0911