Advertising messages aimed at business travelers are so ubiquitous that they often escape our view without us even realizing they were there. Now US Airways is testing a new way to reach you, using the seatback tray table on some of its jets to feature columns from BusinessWeek magazine. The columns will run down the left side of the tray table, with the rest of the surface in this first phase covered by a US Airways Vacations ad. The campaign comes from a New York agency, Brand Connections, which teamed up with BusinessWeek to reach travelers at a time they have few other distractions -- and can't talk on the phone or send text messages, says agency CEO Brian Martin. US Airways is the first airline to buy the idea and is using them on 20 of its planes
The tray table has become a popular place to advertise, and Martin says the vast majority of people who pull down the table in flight remember the ad message. But when Brand Connections used focus groups to test a BusinessWeek column next to a traditional ad, consumers said they looked at them 3.4 times longer than those without a column. And to think, we heard a rumor that print media was dead!
Philly.com discussions are intended to be civil, friendly conversations. Please treat other participants with respect and in a way that you would want to be treated. You are responsible for what you say. And please, stay on topic.
These boards are monitored by Philly.com staff. We reserve the right at all times to remove any information or materials that are unlawful, threatening, abusive, libelous, defamatory, obscene, vulgar, pornographic, profane, indecent or otherwise objectionable to us in our sole discretion and to disclose any information necessary to satisfy the law, regulation, or government request. Personal attacks, especially on other board participants, are not permitted. We reserve the right to permanently block any user who violates these terms and conditions.