Jetstar to turn aircraft into flying billboards
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Jetstar to turn aircraft into flying billboards
Thurs "Sydney Morning Herald"
Jetstar to turn aircraft into flying billboards
By Julian Lee
June 3, 2004
Under pressure to squeeze costs out of its business, Jetstar is offering advertisers the chance to brand the outside of its aircraft for $1 million apiece, in what would be an advertising first for Australia.
The airline is in talks with a couple of companies about advertising on its fleet of Boeing 717 planes, all but one of which have been left blank specifically for this purpose.
Jetstar's advertising sales team is also offering a range of ambient media opportunities, such as the chance to advertise on overhead lockers, head rests, tray tables and, for the truly brave advertiser, sick bags.
The airline is keen to play down the fact that it is hawking its planes around as an advertising medium. At its launch last week, it was forced to admit that only one of its initial 14 aircraft would be branded with Jetstar's logo, saying it was too expensive to take the planes out of service to have them painted.
Internal documents seen by the Herald and circulated to media agencies boast that the airline is already "attracting" more than 300,000 customers a month.
"Painted from tip to tail, your brand will travel interstate from city and beyond," it said. "Not only does this opportunity offer excellent media coverage but also the scale of this media first will generate considerable PR exposure for your brand."
The profile of the customer travelling on Jetstar will be very different from that of its parent, Qantas, and could bring in new advertisers. "Given the audience is not what you could call upscale, you could see fast-moving consumer goods advertising in this area - and they are the ones with the budget," said Glen Condie, director of marketing agency Maverick, which has sold packages for advertisers in airports.
Leisure destinations such as Seaworld and Dreamworld might also be contenders for what is known in the business as a wrap. Previous deals have included Ryan Air with Hertz, Air New Zealand and Lord of the Rings, and a Concorde painted blue to launch Pepsi Blue.
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Jetstar to turn aircraft into flying billboards
By Julian Lee
June 3, 2004
Under pressure to squeeze costs out of its business, Jetstar is offering advertisers the chance to brand the outside of its aircraft for $1 million apiece, in what would be an advertising first for Australia.
The airline is in talks with a couple of companies about advertising on its fleet of Boeing 717 planes, all but one of which have been left blank specifically for this purpose.
Jetstar's advertising sales team is also offering a range of ambient media opportunities, such as the chance to advertise on overhead lockers, head rests, tray tables and, for the truly brave advertiser, sick bags.
The airline is keen to play down the fact that it is hawking its planes around as an advertising medium. At its launch last week, it was forced to admit that only one of its initial 14 aircraft would be branded with Jetstar's logo, saying it was too expensive to take the planes out of service to have them painted.
Internal documents seen by the Herald and circulated to media agencies boast that the airline is already "attracting" more than 300,000 customers a month.
"Painted from tip to tail, your brand will travel interstate from city and beyond," it said. "Not only does this opportunity offer excellent media coverage but also the scale of this media first will generate considerable PR exposure for your brand."
The profile of the customer travelling on Jetstar will be very different from that of its parent, Qantas, and could bring in new advertisers. "Given the audience is not what you could call upscale, you could see fast-moving consumer goods advertising in this area - and they are the ones with the budget," said Glen Condie, director of marketing agency Maverick, which has sold packages for advertisers in airports.
Leisure destinations such as Seaworld and Dreamworld might also be contenders for what is known in the business as a wrap. Previous deals have included Ryan Air with Hertz, Air New Zealand and Lord of the Rings, and a Concorde painted blue to launch Pepsi Blue.
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Last edited by Wirraway; 2nd Jun 2004 at 16:35.
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As I understand it there is already advertising on sick bags... Lets hope that excessive advertising doesnt infringe on areas of safety (ie. emergency exits placards, pax safety briefing cards).
Moderate, Modest & Mild.
"Painted from tip to tail, your brand will travel interstate from city and beyond," it said. "Not only does this opportunity offer excellent media coverage but also the scale of this media first will generate considerable PR exposure for your brand."
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It was only a matter of time...
* Taxis have it
* Mini buses have it
* Buildings have it
* Everywhere you look you see it
Only problem is if one bites the dust your product is associated with a problem...
* Taxis have it
* Mini buses have it
* Buildings have it
* Everywhere you look you see it
Only problem is if one bites the dust your product is associated with a problem...
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Only problem is if one bites the dust your product is associated with a problem...
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As someone has already pointed out, they could use it to advertise "Jetsafe".
Also as someone else has said, what happens if God Forbid there is a serious accident?
Over the years when there has been an incident they always try to paint out the logos etc before the media get there, it would not be a good advertisement to see your brand name on the nightly news associated with a disaster.
From interviews I have seen, I think the boss of Jetstar is Irish, was he with Ryanair?
NOTHING derogatory...... I just wondered as he has similar ideas to Ryanair.
Also as someone else has said, what happens if God Forbid there is a serious accident?
Over the years when there has been an incident they always try to paint out the logos etc before the media get there, it would not be a good advertisement to see your brand name on the nightly news associated with a disaster.
From interviews I have seen, I think the boss of Jetstar is Irish, was he with Ryanair?
NOTHING derogatory...... I just wondered as he has similar ideas to Ryanair.
Evertonian
So...who'd be a good advertiser then?
-The TAC (Transport Accident Commission...Drink drive, bluddy idiot?)
-Toyota (Avalon of course!
)
-Meadownick laser vision (If you can read this at 35,000ft, you don't need the surgery!)
-Airport 77 (DVD release!)
-The TAC (Transport Accident Commission...Drink drive, bluddy idiot?)
-Toyota (Avalon of course!
)-Meadownick laser vision (If you can read this at 35,000ft, you don't need the surgery!)
-Airport 77 (DVD release!)
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So that means they have cancelled the paint jobs on the 320's??... or is this just for the life of the 717's?
It is a costly and inefficient way of advertising when you actually calculate the exposure. Ryanair only have few of their old classics painted. Vodaphone was one of the advertisers but I understand they haven't renewed.
Skymark in Japan does it but I don't think at those prices.
Let's assume that 100,000 people a year actually read and register the message per annum per a/c (and that is being generous). The cost is generally for a certain time period not the max life of the paint job. For one year it's $10 per message per person, two years $5 and so on. Far less effective than advertising on city buses or taxis.
This is one of those ill-thought through marketing school projects that wins a few browny points at the top table for a few days.
IMHO, they would be far better off getting revenue from food/beverage product suppliers from distributing product on board rather than trying to run a tuck shop.
It is a costly and inefficient way of advertising when you actually calculate the exposure. Ryanair only have few of their old classics painted. Vodaphone was one of the advertisers but I understand they haven't renewed.
Skymark in Japan does it but I don't think at those prices.
Let's assume that 100,000 people a year actually read and register the message per annum per a/c (and that is being generous). The cost is generally for a certain time period not the max life of the paint job. For one year it's $10 per message per person, two years $5 and so on. Far less effective than advertising on city buses or taxis.
This is one of those ill-thought through marketing school projects that wins a few browny points at the top table for a few days.
IMHO, they would be far better off getting revenue from food/beverage product suppliers from distributing product on board rather than trying to run a tuck shop.
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Hey Traffic.
Not sure I agree with you. While there may only be 100k people actually laying eyes on the aircraft, there would be potential for TV commercials, and pix on the sides of buses & taxis, etc, of the aircraft with their logo...
my 2c.
DIVOSH!
Not sure I agree with you. While there may only be 100k people actually laying eyes on the aircraft, there would be potential for TV commercials, and pix on the sides of buses & taxis, etc, of the aircraft with their logo...
my 2c.
DIVOSH!
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You might be a bit surprised at the response to such advertising. About 40 years ago my father decided to advertise his company product on the roof of London's double decker buses.
Who the hell is going to see advertising on the roof of a double decker bus he was asked.
EV ERYBODY above the second floor of the office buildings along it's route was his answer.
I remember at the t ime he got huge coverage in the local media. Who knows, maybe it may just work.
EAT AT JOE"S
Heat
Who the hell is going to see advertising on the roof of a double decker bus he was asked.
EV ERYBODY above the second floor of the office buildings along it's route was his answer.
I remember at the t ime he got huge coverage in the local media. Who knows, maybe it may just work.
EAT AT JOE"S
Heat
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DV & Heatseeker
I may be wrong but I think you both have agreed with me.
Taxis and buses are far more cost effective ways of selling a product in a particular market.
Painting a phone number on an a.c that gets seen by a small number of brain dead people is not.
I may be wrong but I think you both have agreed with me.
Taxis and buses are far more cost effective ways of selling a product in a particular market.
Painting a phone number on an a.c that gets seen by a small number of brain dead people is not.
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Imagine pax sitting in a lounge and seeing lil johnny h's face painted on the nose coming toward them. VOTE JOHNNY PM AGAIN over the side, letting us know our government have blown another mill' on political advertising ....