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24
NO
VEMBER/D
EZEMBER 2014
Klischee oder Kult? Die Trendwende DeutschlandsHow Germany’s image went from kitsch to cool
COOL GERMANIA
FLAMINGOS ► Ein Naturspektakel am Larnaka Salzsee
Cyprus’s colourful winter wildlife
BIRMINGHAM ► Die neue
Hochburg der Jugendkultur
England’s second city finds its
creative voice
G E R M A N W I N G S : WAV E I
2 www.ink-global.com
WelcomeLaunched in 2013, The Global Passenger Survey is the world’s largest
independent airline passenger survey, with over 40 participant airlines
representing 1/3 of a billion passengers. This unique survey, produced by Ink,
offers benchmarked insights into passenger behaviour across a range travel,
consumer activity and opinion.
Germanwings was one of the founder participants in The Global Passenger
Survey, and in this booklet we are pleased to present some of the highlights
from their Wave I results.
Germanwings, a subsidiary of Lufthansa, is on a growth path; by 2015 the fleet
will grow up to 90 airplanes and will welcome 20 million passengers. With 48%
of business passengers flying four times or more per year, and an average
readership of 62% on every plane, GW magazine offers a valuable audience
through a powerful media platform, with 37% of passengers having purchased a
magazine-advertised brand in the last 12 months. And with advertised brands
achieving 54% recall, GW magazine is the natural platform for a wide range of
advertisers, from Tourism through to Corporate clients.
Please explore these headlines to discover the effectiveness of GW magazine,
and contact me to find out more insights into our media.
Denise Jaschke
Group Head Advertising
3connecting with travellers
The 2014 Germanwings Showcase
Methodology1• Self-complete web-survey embedded in boarding pass
• 1,056 respondents in one month
• High-quality actual passenger respondents
• Web-survey hosted by independent agency
• Standardized questionnaire for benchmarking purposes
• Region results combined to create benchmark Aggregated Report
ResultsMagazine Readership
Advertising Recall
Editorial Consideration
Advertising Categories
Travel Retail & Call to Action
Media Statements
Hotel Planning
Passenger Profile
2
34
5
67
89
4 www.ink-global.com
Magazine Readership2
How often do you read the inflight magazine?
97% read magazine last 12 months
I always read the inflight magazine
I nearly always read the inflight magazine
I read half the issues of the inflight magazine
I read some issues of inflight
magazine
I never read the inflight magazine
Read in the last 12
months
100
90
80
70
60
50
40
30
20
10
0
3124
34
3
97
8
62% above average readership (read on every plane)
%
5connecting with travellers
The 2014 Germanwings Showcase
ÖSTERREICHS SÜDEN WWW.KAERNTEN.AT
GENUSSLUST
Gesellig, entspannt und mit einmaligem Charakter. So haben wir Kärnten kennen und lieben gelernt. Im türkisblauen warmen Wasser schweben, das Abendlicht spüren und beobachten, wie es im Hintergrund die sanfte Silhouette der Berge zeichnet. Danach eine fangfrische Seeforelle am Ufer genießen. Das sind die Momente, für die ich auch heuer wieder nach Kärnten komme. Und Sie? Genusslust kann man jetzt buchen.
TÄGLICH MIT
GERMANWINGS
von Köln nach
Klagenfurt/Kärnten
fl iegen. Bequeme
Umsteigmöglichkeiten
gibt es auch ab Berlin,
Dresden und Leipzig
No.77187 Kaernten.indd 1 28/06/2012 16:18
5connecting with travellers
3 Advertising RecallDo you recall any of these advertisers?
(visual/verbal prompt)
�
Mietwagen weltweit!
Vermittler: ADAC Autovermietung GmbH
81.indd 1 16/07/2012 13:20
ADACRosetta Stone
Kaernten Werbung
Sehkraft Just Mobile Santos Grill Shop
Ursapharm
35
30
25
20
15
10
5
0
32
18
118
7
2
22
1817
27
1215
9 9
Verbal Prompt
Visual Prompt
In-Vizz: Der erste Fahrradhelm mitintegriertem, versenkbarem Visier!Die optimale Lösung im Kampf gegen den Fahrtwind:Der Fahrradhelm ABUS In-Vizz mit voll integriertem und versenkbarem Visier.
Ideal auchfür
Brillenträger!
www.abus.com
HYLO - ®
FRESH
Monate nach Anbruch
verwendbar
070.indd 1 16/04/2014 13:42
%
6 www.ink-global.com 6connecting with travellers
4 Editorial Consideration
What content do you look for in GW magazine?
1009080706050403020100
Desti
natio
n
Feat
ures
Rout
e Map
s
Ente
rtainm
ent
Guides
Airli
ne N
ews
Food
Rev
iews
Busin
ess F
eatu
res
Prod
uct I
nfor
mation
Cele
brity
Feat
ures
Adve
rtisin
g &
Prom
otion
s
8378
65 65 63 58 5852
37
Hotel
Rev
iews
33
Tourism leads, followed by Entertainment and Food Reviews Route maps and airline news also
important
%
7connecting with travellers
The 2014 Germanwings Showcase
7connecting with travellers
5 Advertising Categories
What categories are appropriate to advertise in GW?
Trav
el &
Hot
els
Beau
ty &
Fash
ion
Elect
ronic
s
Watch
es &
Luxu
ry
Book
s, Fil
ms & M
usic
Liquo
r & Fo
od
Auto
motive
Camer
as
Business Services, including Corporate, Education & Conferences advertising is
the third highest-searched category after Tourism
9080706050403020100
83
3631 31 30
2716 12
%
32
Busin
ess S
ervic
es
8 www.ink-global.com 8connecting with travellers
6 Travel Retail & Call to Action50
45
40
35
30
25
20
15
10
5
0
Travel retail products bought
Frag
ranc
es
Cosm
etics
Liquo
r
Conf
ectio
nery
Book
s, Mag
s DVD
sGift
s
Food
Jewel
lery
Sung
lasse
s
Lugg
age
Toba
cco
Watch
es Toys
Airli
ne B
rand
ed
good
s
Other
Luxu
ry
Camer
as
Fash
ion
47
3632
24 22 22
17
9 6 6 56 53 2
1 1
%
6 Recommended advertised brand = audience increase by potential 960,000 passengers
10 Purchased advertised product at airport
14 Took picture of ad/Took magazine
16 Took a note of advertised product
16 Purchased advertised product at later date
21 Contacted brand website
Call to Action: Have you ever...%
21% of passengers have visited brand advertised website: 61% higher than average*
37% of passengers have purchased a magazine advertised product
Sour
ce:
*G
fk M
RI S
tarc
h 20
14:
13%
aver
age
visi
t to
mag
azin
e -
adve
rtis
ed b
rand
web
site
9connecting with travellers
The 2014 Germanwings Showcase
9connecting with travellers
7 Media Statements
I see the magazine as part of ticket price
I look forward to the magazine as an important part of flight
I learn about the airline from the magazine
The inflight magazine is useful for sourcing travel ideas and products
34% of passengers actively stated that the magazine is useful for
sourcing travel products
35302520151050
24
293034
%
6 Recommended advertised brand = audience increase by potential 960,000 passengers
24293034%
10 www.ink-global.com 10connecting with travellers
8 Hotel Planning
Accommodation booking
Main Holiday
Business Trip
Short Breaks
78% of business and 53% of Short-breakers book less than a month in advance
1 - 4 Weeks
< 7 Days 2-4 Weeks 2-3 Months 4-6 Months 6+ Months
50454035302520151050
3
35
1613
43
37 36
8
27 29
25
13
12
%
11connecting with travellers
The 2014 Germanwings Showcase
11connecting with travellers
9 Passenger Profile1
46% 54%
Gender
Female Male
42% 58%
Reason for travel
Business trip Holiday/City Breaks
4% 25% 27% 24% 13% 6%
Age
<21 21-30 31-49 41-50 51-60 60+
Business Flight Frequency Per Year2
1st trip Once Before
2-3 4-5
16% 13% 23% 15% 14% 11% 8%
6-10 11-23 24+
Sour
ces:
1 G
erm
anw
ings
Fac
ts &
Fig
ures
; 2
Glo
bal P
asse
nger
Sur
vey
48% more than 4 times p.a
12 www.ink-global.com
ADVERTISING ENQUIRIES
LondonDenise Jaschke – Group Head Advertising
+44 207 749 2348