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IMS workshop – Cedar
German Marin Advertising Director Cedar
Iberia
• The airline
• Spain’s economic recovery
• Audience Profile
• Iberia Platforms
• Iberia media revenue split
• Case Studies
Iberia
Airline: • 135 aircraft • 128 destinations to 48 countries • 600 daily flights • Spain’s flag carrier and gateway to Latin America • Iberia hub at Madrid-Barajas' T4, one of the
most modern European airports
Awards: • Español Universal Award 2016 • 4* airline ranked by Skytrax • 2016 award for the best transformation of an airline • World’s most punctual airline
Iberia
GDP Growth in Spain, the UK and the USA
-6-4-2024
Spain
UK
USA
Source: Office for National Statistics
Luxury spending grew by 9.7% in the last quarter (Q2 2017), comparing to the same quarter in 2016
Spanish spend on luxury cars grew by 14% in the first 5 months of 2017
Spanish companies had an average profit of 630M€ in the last quarter (Q2 2017)
Tourism generate 20M€ for the luxury market in Spain during the first 4 months of 2017
Iberia
Passenger Profile vs Spanish national
Source: Ipsos @ Affluent Europe 2016 - Europe 21
58% of Iberia pax are male vs. 56% of Spanish population 23% are self-employed vs. 7% of Spanish population 54% stay in 5 star hotels vs. 39% of the Spanish population 36% earn over €50,000 vs 18% 0f Spanish population
Iberia
81%
18%
1%
Iberia Media Revenue Split by platform 2017
Print Magazines Digital + PDF Boarding Passes IFE + Ambient
Iberia
Iberia: digital
• Leading website in Spain • 350,000 hits per day • 46 versions, including all the countries Iberia flies to in Europe, America, Africa and the Middle East • Available in eight languages: Spanish, Catalan, English, French, German, Italian, Portuguese and Russian
Iberia: digital
Iberia Plus launched on May 4th, this is Iberia’s
digital magazine emailed, every 2 months, to
1.4 million Iberia Plus card holders (800,000 of
whom live in Spain)
This digital magazine has bespoke editorial
features on travel and lifestyle
Advertising opportunities range from straight
forward banners on the digital magazine to
advertorials, embedded videos and
competitions
http://www.iberiaplusmagazine.Iberia.com/
Iberia Plus
EXCELENTE THEMED ISSUES:
• We will do two more special themed issues in 2017 that are aligned with
Iberia’s activity and brand message, but also relevant and topical for
advertisers.
• Given 84,000 passengers fly with Iberia for business each month, we
would also like to trial the inclusion of similarly themed business content.
This content opens up a new portfolio of advertising prospects that is
currently untapped across Iberia’s print portfolio.
PROPOSED THEMES
• September 2017 – Fashion issue (Iberia are sponsoring Madrid Fashion
Week 14-19th September)
• November 2017 – Design issue
Iberia
Iberia: case studies
MELIA – cross platform campaign
CHALLENGE: Melia Hotels is the Spain’s largest domestic
operator of holiday resorts and 17th biggest hotel chain
worldwide. They needed help in launching their loyalty
program Melia Rewards. They wanted to reach an affluent
audience of frequent traveller in order to create awareness
and high recall advertising for their loyalty program.
SOLUTION: Iberia Media Portfolio, offered the perfect
opportunity to promote their brand and new loyalty
program, targeting an affluent and frequent traveller
audience seeking inspiration in the right mindset, with 43%
more likely than other affluent Europeans to have travelled
11-20 times during the last 12 months.
• Ronda Iberia magazine
• Excelente magazine
• IFE
• Iberia.com
• Reservation emails
• Check in web page
• Manage my booking
• Confirmation email
• Destination guide
• Business club
• Business Plus
• Business class
• Boarding Passes
Iberia: case studies
NEGOCENTER
CHALLENGE: Negocenter Business Centre
offers fully equipped offices to rent in Madrid.
They wanted to increase their market share and
beat their competitors as a leading company in
Spain providing this service. Brand image and
efficient communication campaign was needed
in order to maximise the recall advertising.
SOLUTION: Iberia has an above-average
business-traveller reader profile
of 42% allowing Ronda Iberia magazine to
reach decision-makers undistracted by
competing media. With 58% of readers looking
for Business news, and 40% looking for
Corporate advertising in the magazine,
companies seeking a business audience can
efficiently target decision-makers in the right
mindset. We decided to run, in the same issue,
an ad page and an advertorial page in different
sections of the magazine, aiming for a higher
advertising recall.
Iberia: case studies
GILMAR
CHALLENGE: Gilmar Consulting Inmobiliario is a private
company specialising in the purchase, sale and rent of
properties located in the best residential areas of Spain.
Their goal was to position themselves among the top
leading companies in the real estate sector, aiming to
seek overseas investors as they specialized in processing
"Golden Visa" that allow investors with an investment
equal to or greater than 500,000 euros, to reside in
Spanish territory and move freely in the Schengen
territory.
SOLUTION: With research showing that 52% of recent
flyers have thought about buying a property in the country
they’ve just visited, so inflight magazines are a logical
choice for real estate advertising. What’s more, Iberia is
the leading company connecting Europe and Latin
America with many potential buyers looking to need a real
estate that also processes the mentioned Golden Visas.
As per their aim of being recognized as a leading and
trusted company within the sector, aligning brand with
Spain flag carrier was a win-win approach.