While the world's leading carriers and flagship brands have always been content producers, they have become more sophisticated introducing innovative approaches to content production and media utilization.
Today’s leading airlines use original content to inform, entertain, build connections to passengers beyond their journeys, define and refine their brands, and generate a reliable revenue stream in what some propose could become a standalone business.
Beyond this, leading airlines have developed platforms built on passengers’ own content through social shares and gaming, making their customers the most vibrant content producers and converting that content into a strong—and free—media asset.
But the traditional content model has changed, and escaped the confines of the jet. Airlines today experiment with a variety of content platforms and media, and using content to engage loyal customers and potential customers in the air and on the ground.
Content cross-over helps merge the airlines’ traditional print magazines, digital editions, airline blogs, content for apps, and content shared on social media platforms into a holistic assortment of media properties which grab and hold the interest of an active, adventurous mobile audience eager to go places. Airlines have tapped into new opportunities with special events, which generate still more content, and forge more brand partnerships, further refining the brand.
If indeed content is king on the ground, in the air it is an effective way to build a brand empire.
Skift spoke with leaders at Spafax, SAS Airlines, Air New Zealand, and LAN, among others, to pinpoint the latest trends shaping the field, and offer unique insight into where content marketing for airlines is heading.
NOTE: We have moved away from the PDF format for reports; now you can read them in the new, online HTML5 responsive-design format. Check out an example here.
About These Reports
This is the 35th in a series of twice-monthly trends reports that brief readers on a specific trend, providing insight into the current state of the market, the context around the trend, and where the industry is heading in the near future.
After you subscribe, you will receive two reports every month — 24 in a year. Reports are available online in a responsive design format, or you can also buy each report a la carte at a higher price.
Subscribe to Skift Pro
Subscribe to Skift Pro to get unlimited access to stories like these ($30/month)Subscribe Now