Jetstar in push to grow in-flight advertising – and hire iPads to passengers
Jetstar has partnered with in-flight media company JetMax to handle its advertising sales in Australia and New Zealand, signalling the airline’s push to grow revenue through its in-flight media properties.
JetMax, which is a New Zealand-based independently owned company, will over see ad placements on Jetstar aircrafts’ overhead lockers, external aircraft wraps, in-flight TV ads and in a new addition to its offering – iPad advertising.
Prior to the tie-up, Jetstar had handled ad sales in-house and primarily featured suppliers such as Avis and Budget car rental in ads on its overhead lockers.
JetMax will now start approaching media agencies to drive more advertising onto Jetstar aircrafts.
Meanhwile, the airline has announced it will trial the iPad on its aircrafts to be used as in-flight entertainment.
Commencing later this month on selected domestic routes across Australia, the iPads will feature movies, TV programs, eBooks, music videos, games and CDs at a cost of $10 per passenger.
Bruce Buchanan, Jetstar chief executive, said: “Given the demand for the iPad so far, I anticipate it will have strong appeal amongst our passengers. Based on demand for the iPads as part of the trial, we’ll be looking to roll out the devices across our entire domestic and international network later in the year.”
The airline is working with in-flight entertainment specialist Bluebox Avionics and Stellar Inflight to implement the trial.
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I wish Jetstar would focus more effort on fixing their lousy service than innovating around ad exposures.
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One of the (many) reasons I hated flying Ryan Air was the advertising all over the place. So yet another (of many) reasons I won’t fly Jetstar.
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As an advertiser I think this is great – people on flights can be a key audience and they pretty much have to look at your ads as there’s not a lot else to do.
But don’t disagree with Callen – you need to have your core offering right most importantly.
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yep more of a reason to stick with virgin blue for me.
thats one of the things that makes tiger look tacky and feel like your flying in a sydney city bus.
they could try and be a bit smarter with their advertising. lame.
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Anna, interested in your perspective on the effective placement of a particular communication. On a plane – where as you rightly point out the customer would have to look at the ad (a lot) – how would you select the particular ad? (or rather, how would jetmax?). Presuming there’d be a fair premium for bombarding a captive audience you’d want to be real sure about the ‘audience’ in the plane. interesting challenge.
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You are so Right Callen.
I for one wont see their ads as I choose to fly on other airlines due to their crap service…. Most of the time the price difference is minimal anyway
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Love the idea its done everywhere else. Buses, trains, trams etc. Just as long as the fares stay down!!
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I wonder how far away we are from paying your fare to the pilot as you board. And what happens when you press the “next stop please driver” button?
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Having worked within the Ambient and OOH arena in previous roles, my question and the question that I was constantly faced by clients was “Ok so we understand the advantages of reach, but what about a measured response?”
It then becomes a nice to have, which means if it is not supported by other media, media that is measurable, it lacks value.
Nether the less, I love the opportunities Ambient/OOH/Experiential mediums offer; so it will be interesting to see how it fairs.
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can’t wait until they master programmable clothing. Can you imagine the flight crew being turned into walking flashing sandwhich boards?
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If you have to turn off all electronic devices on ascent and descent that doesn’t leave you a whole lot more time to trial an iPad if you’re on a short haul sector. But apparently there is a pretty cool flight simulator app so you can at least pretend to be the pilot.
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Can you imagine the flight crew being turned into walking flashing sandwhich boards?
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Have you flown Ryanair callen?
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iPads on board? Cool.
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Adam, what pilot? They will run the iFly app once the plane is full, and away we go into the wild blue yonder!
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Hi John – good point… what was I thinking?
I hope the iFly doesn’t crash as often as apps on my iPhone otherwise there’s going to be a lot of iShitMyPants.
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… and in the event of a crash you iPad will be found stowed under your seat to help cushion the impact …
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Will this lead to a reduction in prices?
Now that would be smart. Offset the price using advertising. Alas, they just want to scam more money out of us.
You listening Virgin?
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Call me an old bore if you like, Grrrrrreat, but I quite like the idea of them offering an additional service for which I can either choose to pay or not. I’m not sure I’d call that a scam. More like capitalism.
Cheers,
Tim – Mumbrella
OK there are way more things they could be getting into here. Surely there’s advertising placement on the underside of the plane, they could do a tie up with Salmat and area bomb CCD’s with bio degradable leaflets. How about flying low and towing a sign out the back….maybe that’s going too far, fuel consumption could be a problem.
This type of activity cheapens the brand, so cheap brands go for it, but only if you can really show a significant price differential. It you where a passenger and had the choice would you compromise for a minor difference? I don’t think it would be enough. Show me the money…..or lack of it and I’d buy into it.
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