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Marketing Firm: Civic Entertainment Group
Client: A&E/ Southwest Airlines
Program: Airport Marketing
Objective:
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Southwest Airlines joined forces with the A&E network to offer flyers a way to enjoy in-flight entertainment, promoting both the airline and the network.
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Passengers downloaded A&E programming onto their laptops at closed circuit Wi-Fi stations, conveniently located at the Southwest departure gates.
Parameters
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3 Airport Locations
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1 Manager and 1 Assistant per airport
Timing
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Over 110 days of activation per airport
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7.5 hours per event day, 7 days a week
Program Elements
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Laptop demo stations were set-up at each airport to showcase the A&E Network and instruct passengers how to access content.
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The Manager and Assistant Manager offered technical assistance to interested passengers, while also promoting the available programming.
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The Manager/Assistant was responsible for set-up and close down of the Wi-Fi booth every day, as well as generating weekly reports and statistics.
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All staff needed to be capable of troubleshooting problems and issues with the Laptops and the Wi-Fi servers.
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Due to the high security involved with working at an airport, all staff needed to allow extra time to arrive.
Results
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A&E reached 130 million consumers with the content online.
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Laptop users executed 30,000 downloads.
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Enhanced in-flight entertainment for Southwest Passengers.
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A&E estimates that the promotion created $1.8 million worth of impressions.
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Delivered post-event recap and reporting analysis.
Client Testimonial:
“The idea was to reach as many people as we could. It far exceeded our expectations for the campaign.”
~ David Cohn, Civic co-CEO
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