Evolve to Meet Changing Customer Needs

Continental Airlines’ inflight magazine engages customers and supports partners

Client Objectives

• • Develop a suite of customer communications tools that support Continental’s brand
• • Deepen customer attachment to the brand and appeal to the broad interests of both leisure and business travelers
• • Support customer and partner relationships
  

Execution

• • Over a 14-year relationship, continually evolved Continental’s inflight publication, creating a 138-page, 4-color monthly magazine with 340,000 in circulation and a monthly readership of almost 2 million
• • Created two entertainment guide publications and digital entertainment content, as well as an online magazine, to deliver greater value to readers and employees
• • Developed more than 20 marketing programs to enable advertisers to reach Continental’s customers

Results

• • The inflight publication delivers editorial coverage on 35–40 Continental customers and partners each year
• • The third year of the business plan created by Pohly resulted in a 139% increase in revenue over the base year of 2003
• • Continental magazine continues to garner creative excellence awards each year, including Mercury Awards, Astrid Awards, and a Communication Arts Annual Award