EssenceMediacom UK’s Post

United Airlines takes flight with airline industry’s first media network (in the US?), as the #retailmedia trend expands well beyond retailers. On Friday they announced the launch of Kinective Media℠ by United Airlines its advertising and data sales business. United’s ad platform uses “the insights of US customers aged 18 and over to create aggregated and anonymized audience segments that it offers to Kinective Media advertisers" United has a fair bit of ad inventory: in-flight screens and entertainment based in the app, along with other ad slots potentially placed within a plane. The airline also has its MileagePlus program, where travelers earn miles and rewards, including by shopping or booking with the same partners as boasted by Kinective Media, including Macy's, IHG Hotels & Resorts and Norwegian Cruise Line. And United is drumming up the airline’s retail media debut: “We've built a first-of-its-kind, real-time, ad tech-enabled traveler media network where brands have already started connecting to premium audiences at an unmatched scale,” according to MileagePlus CEO Richard Nunn. Kinective allows marketers to engage with consumers across United’s mobile app, which sees nearly 100 million sessions per month, and its fleet’s nearly 100,000 seatback screens, which provide the potential for 3.5 hours of attention per traveler based on average flight time. #ownedmedia #commercemedia #retail #travel #hospitality #media #advertising #monetization #programmatic #aviation #data #shoppermarketing #trademarketing #unitedairlines Star Alliance

I recently bumped into this inspiring Advertising Case study from KLM Airline that I enjoyed watching. This 1min 39sec video tells the story of KLM's successful campaign to raise awareness in Germany, where 46% of the population didn't know what KLM was. An incredibly creative full integration of Radio, OOH and Experiential. Here are the key takeaways that I found very inspiring: 🛩 How they thought outside the box. KLM's campaign was unique and unexpected, which helped it to stand out from the competition. 🛩 How they used humour and surprise to grab attention. The campaign used humor and surprise to grab people's attention and make them more likely to remember KLM. 🛩 Their focus on the customer experience. KLM's campaign focused on creating a positive customer experience, which I am sure helped to build trust and loyalty. 🛩 Clarity and consistent in your messaging. KLM's messaging was clear and consistent, which helped to ensure that people understood what the brand stood for. This campaign is a great example of how to overcome brand awareness challenges and connect with your target audience in a meaningful way. I would also recommend checking out the video itself, as it is well worth watching. #KLM #ddb #TribalAmsterdam #marketing #Advertising #CaseStudy

Seize the Skies: Inflight Advertising for Elite Brand Impact In the wake of post-COVID airline traffic, surpassing pre-pandemic levels, inflight advertising emerges as a premier avenue to target elite travelers directly. With minimal spillovers and maximum impact, now is the time for brands to capitalize on this exclusive medium. Why Inflight Advertising? -Elite Reach: Engage with high-net-worth individuals and decision-makers during their premium travel experiences. -Focused Impact: Minimal spillovers ensure your message resonates directly with your target audience. -Exclusive Access: Partnering with Atinooh unlocks prime inflight advertising opportunities across APAC and EMEA regions. Partner with AtinOOH Today Elevate your brand's presence and influence among elite travelers. Connect with us to explore tailored inflight advertising solutions and seize the skies for your brand's success.

Not every brilliant ad idea works for every brand. For a great ad to be successful, it needs to align with the brand’s identity and message but also with the audience perception of that brand. Take British Airways' recently celebrated campaign by Uncommon Creative Studio. Not only is it expertly crafted to show the confidence and boldness of the BA’s brand, but it also aligns with the audience’s understanding of the product experience. The campaign is about life being "inspired by each and every journey taken.” In a nutshell, BA knows, for their customers, that the journey of getting there is a significant part of the destination. A competitor brand like easyJet can’t just lift that idea or execution and use it. It just doesn’t work. As a discount brand, easyJet's branding and messaging are not about the journey. Their product experience is not joyful—it is transactional. EasyJet offers a cheap (and probably uncomfortable) flight to get you from point A to point B. And their audience knows it. There is nothing wrong with that business model and it serves an audience who will sacrifice comfort for financial savings. Great advertising is more than a brilliant concept and artful design. It is about crafting a strategic idea that aligns with both the brand’s essence, the customer experience, and how the audience perceives them. #advertising #branding #strategiccreative

WHAT IS NEO ADVERTISING? When we started what we do, a fundamental rule we inherited in advertising is that the consumer is king—everything starts and ends there. But today, the consumer is flooded with millions of choices in almost every category, with every brand striving to satisfy that consumer's needs in countless ways. Today, advertising cannot work in isolation, focusing solely on consumer or cultural truths. Advertising needs to move beyond just creating a great and evocative piece of communication. It must leave a deep impact on business growth, creating real consideration, conversion, transformation, and growth. VML #antara #antaratoday #strategicadvertising #neoadvertising #WeAreVML

Curious to know why Travelbeta.com changed its “going somewhere, go with Travel beta” ad to a new one already. I think that ad was fast becoming more enjoyable likewise a distinctive communication asset with long term effectiveness potential for the brand. Something close to, if not like, Cowbell’s “Oyoyoyoyoyo, our milk”, Airtel’s “444 opor, opor, 4 meta is a metaphor”. If my thought is in anyway valid, TravelBeta may have just missed out on something potentially and commercially helpful for the brand and business. It may have also starved us of a communication effort that’s fresh, unprecedented and somewhat redefining in the travel and tourism category at large. My thought/ “warm take” on this is primarily based on the effect of the ad on me. And how I evaluated it relative to our travel and tourism category’s marcomms conventions and norms. I’ve caught myself singing the ad unaided/unprompted at random scenes like driving, showering 🧼 or waiting on a queue. I have a video of me “moonwalking” to it in my private space also. Lol. These shows how much I enjoyed the ad. And how it’s favorably built a structure in my mind for the brand. Which directly strengthens Travel Beta brand’s salience, and will most likely trigger recall in me at moments that matter in that category. Aside me, this may and may not be the case for other already exposed people out there. But whatever it is, I trust the team got some convictions that made them switch to the new ad. And that’s all good and fine. Whenever I crave the ad., I’ll be on TravelBeta’s YouTube channel to sing along to 🎤 “Going somewhere, Go with TravelBeta.” And yes, I will definitely consider the brand on need occasions. 🥂. #marketing #communication #travelbeta #strategy #advertising

We are wrapping up our Q3 Experiential Trend Report and it's interesting to see our "Top 5 Brands Freelancers Are Working With" list compared to reports like this. Here is what we are seeing for this quarter: 1. American Express 2. Google 3. Spotify 4. Netflix 5. Doordash Where are we seeing some new business opportunities? > Cross-category creative partnerships > World building and IP > Humanization of cold and stiff brands Which brands do you have your sights on working with this year? Which of these top brands are utilizing experiential marketing the best in your opinion? Keep an eye out for our Q3 Trend Report coming soon! #brands #topcompanies #newbusiness #trends

Placement of our screens is constantly evolving based on dwell time and ever-changing traveler behaviour. The likelihood of a successful airport campaign is increased when media offerings across various airport touchpoints are used synergistically. #AirportTV #AirportAds #Advertising #Digital

Southwest Airlines' partnership with TikTok creators to launch shoppable flights is a groundbreaking move that leverages the power of social media influence. This initiative is more than just a novel marketing strategy; it’s a shift towards an integrated digital ecosystem where commerce and content seamlessly merge. From my perspective, this trend signifies a broader shift in how airlines and other industries will engage with their audiences. By embedding the booking process directly into social media content, Southwest is not only making travel more accessible but also aligning itself with the habits and preferences of a younger, digital-native audience. A bold prediction: this approach could pave the way for airlines to integrate augmented reality (AR) experiences into their social media strategies. Imagine being able to virtually explore destinations, preview in-flight experiences, or even take a virtual tour of the aircraft before booking a flight, all within the TikTok app. This next-level engagement could set a new standard for customer interaction, making the booking process more immersive and personalized than ever before. #DigitalMarketing #SocialMediaStrategy #Innovation #AirlineIndustry #TikTokMarketing #FutureOfTravel #AR #CustomerEngagement #TravelTrends #MarketingInnovation #ContentCommerce #TechTrends #Business

Hey travel industry colleagues! 👋 I've been reflecting on the incredible impact of emotional advertising, especially after watching this Budweiser Brewing Company APAC advertising “Bud for 3” video. This masterpieces is not just an ad; its an emotional journey that resonate deeply with their audience. 🎬✨ It's a powerful reminder for us in the travel sector: To truly connect with our customers, we need to transcend beyond the traditional. We're not just selling flights, rooms, or destinations; we're offering memories, experiences, and dreams. 🌍💭 So, I challenge you, fellow marketers, creators, and storytellers of the travel world: Let's harness the power of emotions. Let's create ads that don't just showcase destinations but teleport viewers into a realm of possibilities and dreams. 🚀✨ #TravelMarketing #EmotionalAdvertising #StorytellingInTravel #DigitalMediaRevolution