germanwings:wave i - Ink

G E R M A N W I N G S : WAV E I
FLAMINGOS
► Ein Naturspektakel
am Larnaka Salzsee
Cyprus’s colourful
winter wildlife
BIRMINGHAM
► Die neue
Hochburg der
Jugendkultur
England’s second
city finds its
creative voice
COOL GERMANIA
Klischee oder Kult? Die Trendwende Deutschlands
How Germany’s image went from kitsch to cool
Welcome
Launched in 2013, The Global Passenger Survey is the world’s largest
independent airline passenger survey, with over 40 participant airlines
representing 1/3 of a billion passengers. This unique survey, produced by Ink,
offers benchmarked insights into passenger behaviour across a range travel,
consumer activity and opinion.
Germanwings was one of the founder participants in The Global Passenger
Survey, and in this booklet we are pleased to present some of the highlights
from their Wave I results.
Germanwings, a subsidiary of Lufthansa, is on a growth path; by 2015 the fleet
will grow up to 90 airplanes and will welcome 20 million passengers. With 48%
of business passengers flying four times or more per year, and an average
readership of 62% on every plane, GW magazine offers a valuable audience
through a powerful media platform, with 37% of passengers having purchased a
magazine-advertised brand in the last 12 months. And with advertised brands
achieving 54% recall, GW magazine is the natural platform for a wide range of
advertisers, from Tourism through to Corporate clients.
Please explore these headlines to discover the effectiveness of GW magazine,
and contact me to find out more insights into our media.
Denise Jaschke
Group Head Advertising
2
www.ink-global.com
The 2014 Germanwings Showcase
1
Methodology
• Self-complete web-survey embedded in boarding pass
• 1,056 respondents in one month
• High-quality actual passenger respondents
• Web-survey hosted by independent agency
• Standardized questionnaire for benchmarking purposes
• Region results combined to create benchmark Aggregated Report
Results
2
Magazine Readership
3
Advertising Recall
4
Editorial Consideration
5
Advertising Categories
6
Travel Retail & Call to Action
7
Media Statements
8
9
Hotel Planning
Passenger Profile
connecting with travellers
3
2
Magazine Readership
How often do you read the inflight magazine?
%
97
100
90
80
70
60
50
40
31
30
20
34
24
8
3
10
0
I always read
the inflight
magazine
I nearly
always read
the inflight
magazine
I read half
the issues of
the inflight
magazine
I read some
issues of
inflight
magazine
I never read
the inflight
magazine
Read in
the last 12
months
62% above average readership
(read on every plane)
97% read magazine last 12 months
4
www.ink-global.com
The 2014 Germanwings Showcase
3
Advertising Recall
%
35
30
25
Do you recall any of these advertisers?
(visual/verbal prompt)
32
Verbal Prompt
27
Visual Prompt
22
18 18
20
17
15
11 12
10
15
8
7
9
9
2
5
0
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Stone
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Kaernten
Werbung
Sehkraft
Just Mobile Santos Grill Ursapharm
Shop
Mietwagen weltweit!
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GENUSSLUST
T
ICH MI
TÄGL WINGS
AN
GERM ln nach
Ideal auch
für
Brillenträger!
von Kö Kärnten
nfurt/
e
Klage . Bequem n
fliegen öglichkeite ,
rlin
igm
Umste auch ab Be ig
d Leipz
gibt es
en un
Dresd
Gesellig, entspannt und mit einmaligem Charakter. So haben wir Kärnten
kennen und lieben gelernt. Im türkisblauen warmen Wasser schweben,
das Abendlicht spüren und beobachten, wie es im Hintergrund die sanfte
Silhouette der Berge zeichnet. Danach eine fangfrische Seeforelle am Ufer
genießen. Das sind die Momente, für die ich auch heuer wieder nach Kärnten
komme. Und Sie? Genusslust kann man jetzt buchen.
www.abus.com
ÖSTERREICHS SÜDEN
WWW.KAERNTEN.AT
No.77187 Kaernten.indd 1
connecting with travellers
28/06/2012 16:18
070.indd 1
16/04/2014 13:42
5
4
Editorial Consideration
What content do you look for in GW magazine?
%
83
78
65
65
63
58
58
52
37
33
De
s
Fe tina
at ti
ur on
es
Ro
ut
e
M
ap
En
s
te
rt
ai
n
Gu me
Ai ide nt
rli
s
ne
Ne
w
Fo
s
od
Re
vi
ew
Ho
s
te
lR
ev
Bu
ie
si
w
ne
s
ss
Fe
Pr
at
od
ur
uc
es
t
In
fo
rm
Ce
at
le
io
br
n
ity
Fe
at
ur
Ad
es
ve
Pr rt
om is
ot ing
io &
ns
100
90
80
70
60
50
40
30
20
10
0
Tourism leads, followed by
Entertainment and Food Reviews
Route maps and airline news also
important
6
www.ink-global.com
connecting with travellers
6
The 2014 Germanwings Showcase
5
Advertising Categories
What categories are appropriate to advertise in GW?
%
83
e
m
ot
iv
od
Au
&
or
qu
to
Fo
as
er
m
12
Li
s
lm
16
Bo
ok
s,
Fi
27
Ca
us
M
&
Lu
&
es
ch
30
ic
ry
xu
ic
on
tr
ec
rv
31
s
es
31
W
at
Bu
si
ne
ss
Se
Fa
&
ty
au
ic
io
sh
te
Ho
l&
Be
ve
Tr
a
32
n
ls
36
El
90
80
70
60
50
40
30
20
10
0
Business Services, including Corporate,
Education & Conferences advertising is
the third highest-searched category after
Tourism
connecting with travellers
7
6 Travel Retail & Call to Action
%
50
Travel retail products bought
47
45
40
36
35
32
30
25
24
22
22
20
17
15
10
9
6
6
6
5
5
3
5
2
1
rli
ne To
Br ys
an
Ot go de
he od d
s
r
Lu
xu
Ca ry
m
er
as
es
ch
n
io
W
at
sh
e
ag
gg
ss
Lu
la
ng
Su
Fa
es
ry
le
el
od
w
Je
Fo
s
ft
Gi
co
ac
To
b
DV
Ds
ry
ag
M
ok
Ai
s,
nf
1
Source: *Gfk MRI Starch 2014: 13% average visit to magazine - advertised brand website
Bo
Co
s
ne
or
tio
qu
ec
Li
ic
et
sm
Co
Fr
ag
ra
nc
es
s
0
%
Call to Action: Have you ever...
21 Contacted brand website
16 Purchased advertised product at later date
16 Took a note of advertised product
14 Took picture of ad/Took magazine
10 Purchased advertised product at airport
6 Recommended advertised brand = audience increase by potential 960,000 passengers
21% of passengers have visited brand advertised
website: 61% higher than average*
37% of passengers have purchased a
magazine advertised product
8
www.ink-global.com
connecting with travellers
8
The 2014 Germanwings Showcase
7
Media Statements
%
35
30
25
20
15
10
5
0
%
34
30
29
24
34
30
29
24
The inflight magazine is useful for sourcing travel ideas and products
I see the magazine as part of ticket price
I learn about the airline from the magazine
I look forward to the magazine as an important part of flight
34% of passengers actively stated
that the magazine is useful for
sourcing travel products
connecting with travellers
9
8
Hotel Planning
Accommodation booking
%
50
45
40
35
30
25
20
15
10
5
0
Main Holiday
Business Trip
43
1 - 4 Weeks
37
35
Short Breaks
36
27
16
29
13
13
8
3
2
< 7 Days
2-4 Weeks
2-3 Months
5
4-6 Months
1
2
6+ Months
78% of business and 53% of Short-
breakers book less than a month in advance
10
www.ink-global.com
connecting with travellers
10
The 2014 Germanwings Showcase
9
Passenger Profile1
Gender
46%
54%
Female
Male
Age
4%
<21
25%
27%
24%
13% 6%
21-30
31-49
41-50
51-60
60+
Sources: 1 Germanwings Facts & Figures; 2 Global Passenger Survey
Reason for travel
42%
Business trip
58%
Holiday/City Breaks
Business Flight Frequency Per Year2
16%
13%
23%
15%
1st trip
Once
Before
2-3
4-5
14% 11% 8%
6-10
11-23
24+
48%
more than 4 times p.a
connecting with travellers
11
ADVERTISING ENQUIRIES
London
Denise Jaschke – Group Head Advertising
[email protected]
+44 207 749 2348
12
www.ink-global.com