Qan­tas Case Study

The Insider - - CONTENT -

44

Back­ground

The dig­i­tal revo­lu­tion has trans­formed the world into a hy­per-con­nected, mo­bile com­mu­nity, mak­ing the need to of­fer news­pa­per and mag­a­zine read­ers an en­gag­ing ex­pe­ri­ence wher­ever they are, when­ever they want it, on their screen of choice, a dig­i­tal im­per­a­tive.

In the newsprint era, pub­lish­ers had lit­tle choice but to of­fer a “one size fits all” printed pub­li­ca­tion to news con­sumers in lim­ited mar­kets. But the in­ter­net changed all that, open­ing up doors to pub­lish­ers and con­sumer­centric com­pa­nies to be able to of­fer a more per­son­al­ized brand ex­pe­ri­ence to ev­ery per­son no mat­ter where they are or what lan­guage they speak.

In the case of air­lines, tech­nol­ogy has al­lowed them to trans­form them­selves from a trans­porta­tion ser­vice that got trav­ellers from point A to point B, into pro­vid­ing an invit­ing and en­ter­tain­ing travel ex­pe­ri­ence, tai­lored to meet the needs and wants of each pas­sen­ger.

Re­mem­ber, not so long ago, when we were forced to watch the same movie as ev­ery­one else on the plane on a screen we could hardly see? Thank­fully those days are gone with most air­lines now of­fer­ing mul­ti­ple choices of

video con­tent on per­sonal touch-screen TVs or mo­bile de­vices.

In terms of of­fer­ing printed con­tent to pas­sen­gers, the tra­di­tional approach has been to some­times of­fer a few printed news­pa­pers at the gate, a hand­ful of news­pa­pers and mag­a­zines in the lounge and a small col­lec­tion of pub­li­ca­tions on board for pre­mium cab­ins. It goes with­out say­ing, this doesn’t cut it any­more. And yet, it’s still a stan­dard prac­tice at many air­ports – a prac­tice that is chang­ing, start­ing with Qan­tas Air­ways.

Giv­ing pas­sen­gers what they want

Qan­tas is cap­i­tal­iz­ing on the power of dig­i­tal to grow its re­la­tion­ship with cus­tomers and build one-to-one com­mu­ni­ca­tions that de­liver rel­e­vant, cus­tom­ized and timely con­tent to ev­ery pas­sen­ger, no mat­ter their pas­sions and in­ter­ests.

With this in mind, Aus­tralia’s largest do­mes­tic and in­ter­na­tional air­line put its money where its mis­sion is by com­mit­ting 40-50% of its mar­ket­ing bud­get to dig­i­tal and so­cial me­dia pro­grams and mar­ket­ing ini­tia­tives. With Qan­tas, it’s all about the pas­sen­ger and their ex­pe­ri­ence. So while most other air­lines were cut­ting costs and de­grad­ing the travel ex­pe­ri­ence, Qan­tas started look­ing to en­hance it with tan­gi­ble, high-value ben­e­fits that build loy­alty.

Aus­tralia’s flag car­rier (and the third old­est air­line in the world) con­tin­ues to of­fer printed edi­tions of a few select pub­li­ca­tions for trav­ellers who still en­joy that for­mat. But to ad­dress a di­verse, grow­ing pop­u­la­tion of dig­i­tal na­tives and those who pre­fer to read and carry var­i­ous types of con­tent on their mo­bile de­vices, Qan­tas has taken a new approach.

Through this ini­tia­tive, the found­ing mem­ber of oneworld al­liance sought:

• Im­prove cus­tomer ex­pe­ri­ence and per­son­al­iza­tion at ev­ery con­tact point with the brand be­fore, dur­ing and af­ter flights re­gard­less of their lan­guage, in­ter­ests or coun­try of ori­gin

• Drive greater ef­fi­cien­cies across all busi­ness lines • Re­duce its en­vi­ron­men­tal foot­print and fuel ex­pen­di­tures Qan­tas went search­ing for a dig­i­tal so­lu­tion that didn’t just of­fer a lim­ited se­lec­tion of ti­tles; they wanted to give their cus­tomers ev­ery­thing – all the con­tent pub­lish­ers want to of­fer to pas­sen­gers in re­turn for re­la­tion­ship ben­e­fits that in­clude high brand dis­cov­er­abil­ity, en­gage­ment with read­ers and new rev­enues.

Lots of choices - only one com­plete so­lu­tion

There were many plat­forms from which to choose in terms of dig­i­tal mag­a­zine of­fer­ings, but only one was ca­pa­ble of of­fer­ing a vast se­lec­tion of both mag­a­zines and news­pa­pers – PressReader

– the largest all-you-can-read dig­i­tal me­dia plat­form that of­fers 5,000+ pub­li­ca­tions to more than 300 mil­lion read­ers world­wide through part­ners like Qan­tas.

Twenty-four hours be­fore their flight, pas­sen­gers can down­load the PressReader app and all their favourite ti­tles and read them at home, in the taxi to the airport, while stand­ing in line at check-in or se­cu­rity, in the lounge, on­board and even af­ter they ar­rive at their fi­nal des­ti­na­tion – leav­ing trav­ellers with a pos­i­tive, last­ing im­pres­sion of the air­line and pub­lish­ers.

Ac­cord­ing to Olivia Wirth, Qan­tas Group Ex­ec­u­tive

Brand, Mar­ket­ing and Cor­po­rate Af­fairs, part­ner­ing with PressReader to bring the world’s me­dia in dig­i­tal form is part of the com­pany’s on-go­ing in­vest­ment to en­hance pas­sen­ger ex­pe­ri­ence and en­vi­ron­men­tal sus­tain­abil­ity.

Through ini­tia­tives like the in­te­gra­tion of PressReader into its mo­bile app, Qan­tas is trans­form­ing it­self from sim­ply an air­line into more of a travel com­pan­ion, max­i­miz­ing en­gage­ment with pas­sen­gers through­out their dig­i­tal jour­ney from plan­ning a trip to rem­i­nisc­ing about it.

“Many peo­ple use flights as a way to catch up with their read­ing, so this new ser­vice opens up a huge li­brary of ti­tles for peo­ple to choose from be­fore they take off,” shared Wirth. “We built PressReader into the ex­ist­ing Qan­tas app to make it eas­ier for cus­tomers to man­age all parts of the jour­ney through one ap­pli­ca­tion.”

Non- stop mar­ket­ing

A com­mon mis­take made by many busi­nesses when they of­fer new prod­ucts/ser­vices, join new dis­tri­bu­tion chan­nels or launch new part­ner­ships, is the lack of mar­ket­ing they put be­hind them. Per­haps they be­lieve that their brand speaks for it­self and that if they of­fer some­thing new, cus­tomers will nat­u­rally just flock to it. They could learn a thing or two from one of the world’s most valu­able air­line brands.

The mo­ment the press re­lease hit the wires about the part­ner­ship, Qan­tas launched a com­pre­hen­sive and in­te­grated mar­ket­ing pro­gram to in­form, ed­u­cate and en­gage pas­sen­gers in ev­ery step of their ex­pe­ri­ence with the brand. Qan­tas…

Trained all their staff in the new ser­vice and had ded­i­cated “Change Cham­pi­ons” at all the ma­jor hub gates and lounges for one full week, help­ing fa­mil­iar­ize pas­sen­gers with PressReader

We built PressReader into the ex­ist­ing Qan­tas app to make it eas­ier for cus­tomers to man­age all parts of the jour­ney through one ap­pli­ca­tion.” Olivia Wirth, Qan­tas Group Ex­ec­u­tive Brand, Mar­ket­ing and Cor­po­rate Af­fairs

A bet­ter user ex­pe­ri­ence - Qan­tas in­te­grates PressReader in its app.

Sim­ple UX di­rects pas­sen­gers seam­lessly to PressReader, which launches with with a pro­mo­tional mes­sage fea­tur­ing Qan­tas’logo.

Newspapers in English

Newspapers from Australia

© PressReader. All rights reserved.