Qantas is looking to capitalise on its captive market of travellers with new advertising ventures both in the air and in its airport lounges geared towards raking in more revenue.
Lounges may no longer be quite the pre-flight haven they are today, with 'out-of-home' advertising company oOh! Media picking up a contract "to deliver advertising and marketing solutions" for domestic Qantas Clubs and Qantas Business Lounges.
“The Qantas lounge members are an important audience for many, particularly premium brands" said oOh! CEO Brendon Cook, who added that "the average time spent in the lounge is 40 minutes adds to our ability to provide clients with more ways to connect with consumers along their journey."
But it won't all be in-your-face advertising, with oOh! offering "promotional opportunities including experiential zones with tasting and pop-up bars in lounges, car promotional zones in lounge entrances, placement of products and brochures within the lounges (and) Wi-Fi sponsorship."
Inflight ads will also see an overhaul, with Qantas considering on-screen banners and sponsored content on dedicated channels to supplement the conventional ads before the start of each program,
Different ads will also be screened to passengers in first, business and economy class rather than everyone seeing the same commercials.
“We know that in-flight entertainment is a really important part of people’s journey," explained Olivia Wirth, Qantas group executive for marketing. "It’s something we invest heavily in and we’re looking at strengthening it further over the next 12 months."
“Our approach to date has been quite conventional, with TV adverts slotted in between programs. We’re going to the market for some fresh ideas, and while we want to maximise our revenue we also want to improve the in-flight entertainment experience overall."
However, Wirth said that "our golden rule is that you can’t compromise people’s viewing experience with adverts that are overly intrusive. There’s a careful balance there that we don’t intend to disturb."
Qantas has invited five TV networks – SBS, Seven, Nine, Ten and Foxtel – to pitch for its inflight advertising business alongside incumbent Bauer Media Group, which also produces the inflight Qantas magazine.
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