Qantas Case Study
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.