Just the be­gin­ning

The Insider - - CASE STUDY -

The Qan­tas-PressReader part­ner­ship has been a win­win-win for pas­sen­gers, the air­line and “on-board” pub­lish­ers be­cause:

• It pro­vides more choice and a bet­ter dig­i­tal read­ing ex­pe­ri­ence for trav­ellers

• It in­creases cus­tomer en­gage­ment, while re­duc­ing fuel con­sump­tion and en­vi­ron­men­tal im­pacts for the car­rier

• It in­creases pub­lish­ers’ brand ex­po­sure through a mas­sive global au­di­ence they would never be able to reach on their own, help­ing them grow rev­enues and au­dited cir­cu­la­tion in new mar­kets.

Within a month of launch­ing the Qan­tas app in­te­grated with PressReader, its iPad app rank­ing in the iOS app store went from 310th to 8th po­si­tion in the Aus­tralia Travel cat­e­gory. NewsLifeMe­dia, which op­er­ates ti­tles like Vogue

Aus­tralia and GQ Aus­tralia, acted as a mar­ket­ing launch part­ner and ended up be­ing the most widely read pub­li­ca­tions by Qan­tas pas­sen­gers.

But what was re­ally in­ter­est­ing was the breadth of pub­li­ca­tions that were read by pas­sen­gers. Large, small, do­mes­tic and in­ter­na­tional – the num­ber, type and size of mag­a­zines and news­pa­pers en­joyed on PressReader by Qan­tas cus­tomers high­lighted the di­ver­sity of peo­ple’s con­tent in­ter­ests and their grow­ing ap­petite for qual­ity jour­nal­ism re­gard­less of who pub­lished it. The com­mon feed­back from many read­ers was how de­lighted they were to dis­cover and read pub­li­ca­tions they never knew ex­isted be­fore.

This is just the be­gin­ning of the shift into dig­i­tal for this in­dus­try and the re­think­ing of how con­tent is dis­trib­uted to trav­ellers. PressReader is now work­ing with air­lines on a num­ber of in­no­va­tive ini­tia­tives de­signed to: • Use pre­mium con­tent to drive their brand ex­pe­ri­ences through a mul­ti­tude of dig­i­tal touch­points

• In­te­grate qual­ity con­tent into their mar­ket­ing pipe­lines, in­clud­ing loy­alty pro­grams, lounges, so­cial me­dia, email cam­paigns, ad­ver­tis­ing and crosspro­mo­tional part­ner­ship with pub­lish­ers

• De­liver more so­phis­ti­cated lev­els of per­son­al­iza­tion and tar­get­ing based on who cus­tomers are, where they live, where they’re trav­el­ling, what their in­ter­ests are, etc.

From de­light­ing pas­sen­gers with longer term ac­cess to PressReader be­fore and af­ter trips, to en­ter­tain­ing trav­ellers with gifted is­sues of their favourite pub­li­ca­tions through­out their jour­ney, the sky’s the limit when it comes to us­ing qual­ity con­tent as an im­mer­sive mar­ket­ing tool in the am­pli­fi­ca­tion of both the air­line and pub­lisher brands.

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