Jet Airways: A flight with brands

Jet Airways' 70-90 planes took a flight on November 1, branded with as many as 22 brands.

Marketers are constantly looking at ways to engage customers with their brands at every possible opportunity. This time, the sky is the limit - literally! After trains, branding now touches aircrafts as Hyderabad based promotions agency, Atin Promotions, offers an opportunity to advertise on commercial aircraft.

Atin Promotions recently tied up with Jet Airways to provide branding opportunities on seat back devices and aircraft cabin bulkheads. About 70-90 planes of Jet Airways took off on November 1, branded with as many as 22 brands.

"This advertising programme was conceived and developed to provide professional, yet unobtrusive, advertising presentations on-board commercial aircraft. It was created to extend advertisers' reach into the aircraft cabin, while maintaining a high-end brand and feel inside the cabin," says Atin Gupta, partner, Atin Promotions and Advertising.

Two to Tango

The seat back device measures 2.5"x9" and is placed on the back side of each tray table. The advertising device is visible during all aspects of flight, while the tray table is in its upright and locked position. There are 150-180 devices displayed throughout the aircraft, thereby creating a zone for the brand

The locking mechanism on the tray tables ensures that passengers cannot tamper with the ad and allows for easy ad change-out on either a monthly or quarterly basis. It is designed to be sleek and unobtrusive, yet extremely effective in the cabin environment.

This medium is traditionally utilised by airlines which are open to allowing an advertiser into the aircraft cabin space, but who do not want graphics that seem overwhelming.

Depending on the flights, the medium provides uninterrupted viewing time of 45 minutes-eight hours, attracting several eyeballs of a high net worth captive audience. According to the agency, Jet Airways ferries more than 2.4 million passengers every month. Each aircraft, depending on the configuration, has 150-180 seats and the medium is sure to break the sound-barrier.

"This media is extremely complimentary. The seat-back device can be used to convey messages about the product," he adds.

Atin Promotions' clients include companies like Aircel, Airtel, BSNL, Canara Bank, GMR, HSBC, HDFC, HLL, Idea Cellular, Lenovo, LIC, Nippon, Reliance, Samsung, Seagram, Suzlon, Tata Indicom, Tata Docomo, UB, Uninor, Vodafone and Videocon.

Similar advertising media have been running successfully with 15 airlines worldwide in the United States, Mexico, Europe, Canada, the Caribbean, Russia and West Asia.