Wraps Ads Around Planes
Given that US airlines
are currently seeking additional revenue from nearly any source
imaginable, perhaps it was inevitable that soon six commercial
airliners operated by Allegiant Air will be wrapped in advertising
messages. InterAir Media, the company that came up with the
(Innovative? Outrageous?) program, unveiled the first such aircraft
at the Las Vegas McCarran International Airport on Monday.
"Advertisers are looking high and low for new media to extend
the reach of their messages," said InterAir Media CEO Drew Stoddard
from his Miami Beach office. "By wrapping planes with logos or
messages, we can help them reach to the sky to communicate with
customers, literally."
After several years of working in the traditional advertising
industry, Stoddard launched InterAir Media to serve clients
demanding out-of-the-box communication approaches. He first
approached Allegiant Air with the idea in the summer of 2005 -- and
it didn't take long for the airline to recognize an easy source of
revenue.
With a commitment from Allegiant in hand, Stoddard then began
contacting companies that would likely benefit from the new
advertisements, which InterAir Media estimates can provide exposure
to an audience of more than 750,000 per quarter by advertising on a
single wrapped airplane.
Stoddard soon got his first bite -- from online casino
BoDog.com.
"This in-air branding allows us to target a specific demographic
while continuing to expand the presence of our brand throughout the
continental United States," said Calvin Ayre, Founder and CEO of
BoDog.com.
"There is so much
message clutter on television, in print, even on the Internet these
days," Stoddard added. "Our partnership with the airline enables us
to help an advertiser take its message to a captive audience while
also helping the airline secure an additional revenue stream.
Additionally, we are not painting the planes per se, rather using a
more efficient and cost effective technology - a decal which allows
quicker turnaround for both the advertiser and airline."
Artists are putting final touches on the materials necessary for
the initial ad wrap featuring BoDog.com. The branded aircrafts will
fly between Las Vegas and 32 other US destinations.
When not in flight, the planes will be highly visible for
passengers arriving to and departing from the airport.
"In today's media environment, consumers are gaining
considerable control over their media and are opting out of
receiving ad messages," said Billy Stubbs, creative director for
Foote, Cone and Belding in New York. "InterAir Media is providing a
new medium where advertisers are guaranteed a connection with
consumers.
"It's going to be hard to miss such a large message brandished
on the side of an airplane," Stoddard said.
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