Working with LiveTV, United is installing in First Class and Coach personal entertainment systems featuring over 100 channels of live DirecTV and premium movies.

Client Objective:  

Increase passenger awareness and trial of new in-flight entertainment system while growing overall ancillary revenue.

Approach:

Strategic Advice: Identified optimum points in flight (compliant with safety regulations) to position videos. Insured strategy synched with the multi-channel promotional strategy developed for the client. Reinforced United’s brand image while incorporating proven direct marketing strategies to drive awareness, trial and purchase. Applied the principle that television is best promoted by the medium itself to advise the creation of an in-flight video.

Operational Guidance: Partnered with the NY-based agency that created the video, providing hands-on advice on scripting, voice-over, content footage and calls-to-action while insuring a modular approach to expedite future content updates.

Industry Resources: Connected LiveTV and United with creative agencies in both New York and LA, scoped the initial project through an RFP process, chose the agency, negotiated the fee and reviewed the final contract. 

Results:  

The onboard promos were immediately effective in raising purchase rates. The strategy was one of the top two implemented in the first year of operations with the greatest impact on overall passenger usage rates. In addition, the selected agency proved a good fit and continued providing first-class service to client.