The Pohly Company

Continental Airlines

Objectives

• Continuously build revenue year-over-year
• Maintain or improve competitive market position
• Create new channels and programs to ensure ongoing interest from advertisers

Create

• Created new strategic position centered around “Where they fly, they buy”
• Restructured publication to include editorial content that supports key advertising categories
• Developed an email marketing program that maintains communications with advertisers and prospects and informs them about the publication
• Created the publication’s online presence — continental.com/magazine — offering banner advertising to provide additional exposure
• Planned and hosted annual sales meetings, including site logistics, theme development, and related creative support 

Market & Monetize

• In the past several years, revenues increased by more than 25% per year