Mercedes-Benz first to partner Sky News as Qantas inflight deal begins

Mercedes-Benz logoMercedes-Benz has become the first Qantas inflight advertising partner for Sky News as the German car brand looks to target well-off business travellers.

The agreement comes as Sky News takes over from Nine as Qantas’s inflight supplier of news.

Qantas awarded its inflight news coverage to Sky and its inflight advertising sales to Multi Channel Network (MCN) earlier this year following a competitive tender, and the partnership kicked off on November 1.

The Nine Network previously provided a dedicated news bulletin for the airline with Bauer Media handling ad sales.

Screen Shot 2014-11-06 at 10.58.23 AMThe deal between Mercedes Benz and Sky News, brokered by MCN, includes the regular Sky News TV channel as well as bulletins on Qantas domestic weekday flights. Mercedes will have category exclusivity on Sky News inflight coverage for the length of the campaign, which concludes in early 2015.

Lachlan Jones, managing director of media agency Foundation, which represents Mercedes-Benz, said: “Mercedes-Benz is thrilled to be Sky News’ first commercial partner across Qantas inflight entertainment.

“The partnership ensures we will engage with our target audience for Mercedes-Benz through multiple and regular touch points across the Qantas entertainment system.”

Elizabeth Minogue, MCN national director of multiply integration and content partnerships, said the relationship delivers a targeted multi-screen campaign to Mercedes-Benz’s audience.

“Mercedes-Benz want to target high value business travellers and through our consumer data and insights we were able show how a multi-screen campaign with Sky News on Qantas domestic flights would deliver on Mercedes’ objectives in 2015,” she said.

The Mercedes campaign also includes TV advertising on other channels and billboards.

Steve Jones


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