Case Study: Trans World Airline
Discovering a new way to increase ad revenues
for their in-flight magazine

Case Study: Trans World Airline. Discovering a new way to increase ad revenues for their in-flight magazine

Challenge

When TWA approached us about producing a media kit, they had one goal in mind: attracting major advertisers to their Ambassador in-flight magazine. The target audience was media buyers who represent everything from hotels to restaurants, from credit cards to rental cars.

The main obstacle to overcome was the misperception that TWA customers were not “upper echelon”. Potential advertisers held the belief that these travelers did not wield the desired buying power.

Solution

With all that in mind, we developed a binder that depicted the actual buying power of TWA consumers. We paired images of these consumers with the potential advertisers’ products and showed exactly how well-traveled and affluent they are. The combination of images and bullet points had a huge impact on media buyers — even at a quick glance. To complete the package, pockets adjacent to each page contain a brochure, rate card and informational sheets. Ad revenues for Ambassador soared once the package was distributed to media buyers.

  • TWA Media Kit

     

    Trans World Airlines Media Kit

    The front cover stakes a claim which is then “paid off” in the interior spreads.

  • TWA Media Kit

     

    Trans World Airlines Media Kit

    TWA travelers are depicted with both visual and factual examples of their buying power. Adjacent pockets hold fact sheets targeting media buyers.

  • TWA Media Kit

     

    Trans World Airlines Media Kit

    TWA travelers are depicted with both visual and factual examples of their buying power. Adjacent pockets hold fact sheets targeting media buyers.