Lexus Tests Online Branding at 30,000 Feet

  |  October 30, 2009   |  Comments

Sponsors in-flight Wi-Fi on American Airlines during first week of November.

Lexus will sponsor in-flight Wi-Fi on American Airlines during the first week of November, the two brands said yesterday. Passengers will be given the free access code, 2010LEXUSLS, when boarding the airline's wireless-enabled planes to promote the manufacturer's new car.

Lexus also gets display ads during the flights as part of an undisclosed deal, according to an American Airlines spokesperson. The banners will appear on the portal pages for the in-flight, paid-subscriber-based wireless Internet provider Gogo, which also services select routes by AirTran, Delta, and Virgin America.

American Airlines has begun implementing Wi-Fi on its fleet of Boeing 767-200s that run transcontinental routes and on some its MD-80 models. In late March, the brand said it wanted to enable more than 300 jets with wireless access by 2011.

The Lexus announcement comes on the heels of a flurry of developments for the emerging in-flight Wi-Fi ad medium. In early October, Row 44 and JiWire disclosed they were working with Southwest and Alaska Airlines to let advertisers target passengers with promos via a shopping portal called "Skytown Center."

In May, Virgin became the first to offer Wi-Fi on its entire fleet of planes. More recently, a survey by the industry group Wi-Fi Alliance discovered that 76 percent of the 480 frequent business travelers asked would choose an airline based on the availability of in-flight Internet. More than 70 percent of those interviewed would select an airline with Wi-Fi over one that provided meal service, and 55 percent said they would change their itinerary by one day if it meant getting the in-flight service.

Overall, it appears that the days of catching business flights and being excused from working because of a lack of e-mail or Web-based communication are probably numbered. Get ready for online meetings at 30,000 feet, folks.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...