Continental Airlines
Major multinational airline
Objectives
- Deepen customer’s attachment to the brand
- Create opportunities to reach the customer from the time they arrive at the airport to the time they deplane at their destination
- Support customer and partner relationships through both print and web content
- Develop comprehensive sales strategy and sales and marketing materials to support aggressive revenue goals
Create
- Produce a monthly in-flight magazine featuring Continental partners, destinations, and customers
- Produce two monthly in-flight entertainment programming guides
- Create and maintain the magazine website, delivering greater value to readers and advertisers
- Develop comprehensive sales and marketing materials to support national and international sales force
- Implement more than 20 integrated marketing programs, delivering additional value to Continental customers
Market & Monetize
- 380,000 magazines reach more than 2.4 million readers each month
- Monthly in-flight publication features 40+ Continental partners and customers and covers more than 115 destinations each year
- Implementation of additional website content in 2009 yielded a 195% increase in web traffic year-over-year
- Advertising revenue has increased 100% in the past 10 years
