Czech Airlinesambient media2012

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Passenger profile

• CSA passengers gender (in %)

Female 54%

Male 46%

• Passenger age structure (in %)

15-24 13%

25-34 33%

35-44 26%

45-54 17%

55+ 11%

Map of destinations

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List of destinations

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Abu Dhabi Hamburg Moscow Strasbourg

Almaty Ekaterinburg Niznij Novgorod Tallinn

Amsterdam Yerevan Odessa Tashkent

Baku Karlovy Vary Ostrava Tbilisi

Barcelona Copenhagen Paris Tel Aviv

Venice Kosice St. Petersburg Ufa

Berlin Krakow Poprad Warsaw

Brussels Kiev Riga Vilnius

Budapest Ljubljana Rostov on Don Zagreb

Bucharest Lvov Rome Geneva

Donetsk Madrid Samara Zilina

Dusseldorf Milan Stockholm

Frankfurt Minsk Stuttgart

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Types of aircraft

• 9 Airbus A319 aircraft for short-

haul and medium-haul routes

• 2 Airbus A320 aircraft for short-

haul and medium-haul routes

• 1 Airbus A321 aircraft for short-

haul and medium-haul routes

• 4 Boeing 737- 500 aircraft for

short-haul and medium-haul

routes

• 7 ATR 42 - 500 aircraft for short-

hault routes

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Advertising options

• At check-in

– Advertising on electronic boarding passes

– Advertising on boarding passes

• On board

– Marketing materials in seat pockets

– Marketing materials distributed by the crew

– In-flight video

– Headrests in Economy Class

– Headrests in Business Class

– Sampling on meal trays

– Napkins

– Refreshing towels

– Paper cups

– Apple iPad

• Aircraft exterior branding

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Ambient media - at ckeck-in

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Advertising on electronic boarding passes

The ad is displayed with the final step of Internet check-in. The passenger selects a seat and prints out the boarding pass. The ad is located in the right lower part of the boarding pass

* PAX – passenges on a segment (from point A to point B)

• Average visibility– 20 000 PAX/month*

• Minimum advertising period– 1 month

• Technical specifications– format: jpg

– size: 160x230 pixels

– resolution: 72 dpi (or psd 300 dpi source)

• Deadline for the delivery of materials– 3 weeks before launching the campaign

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Advertising on boarding passes

The passenger receives the printed boarding pass at the check-in counter or self-check-in kiosk. The advertising space is on the reverse side of the pass stub which remains with the passenger. Ads may only be placed on boarding passes for flights operated from Prague.

* PAX – passenges on a segment (from point A to point B)

• Average visibility– 125 000 PAX/month*

• Minimum number of pieces– 100 000 pcs

• Technical specifications– format: printable pdf

– size of the advertising space: 82 x 55 mm

• Deadline for the delivery of materials– 2 weeks before launching the campaign as a

minimum

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Ambient media - on board

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Marketing materials for seat pockets

Leaflets placed in seat pockets on all aircraft in the Czech Airlines fleet. They are in the pocket together with the Czech Airlines in-flight magazine and safety instructions. May be placed in both Business and Economy class.

• Average visibility– 68 000 PAX/week*

• Minimum advertising period– 1 week

• Technical specifications– max. size A4

• Deadline for the delivery of materials– 1 week before launching the campaign

* PAX – passenges on a segment (from point A to point B)

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Marketing materials distributed by the crew

Leaflets distributed by the crew on board. They may only be distributed in Economy class on all flights operated by Czech Airlines. Particular flights where the leaflets will be distributed may be selected.

• Average visibility– 64 000 PAX/week*

• Minimum advertising period– 1 week

• Technical specifications– max. size: A4

• Deadline for the delivery of materials– 1 week before launching the campaign

* PAX – passenges on a segment (from point A to point B)

Ilustrační foto

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In-flight video

* Campains are launched as follows: January-February; March-April; May-June; July-August; September-October; November-December** PAX - passenges on a segment (from point A to point B)

Screens are located on Airbus 320/319 (17 aircraft in total) in Business and Economy class. Soundless, only subtitled programmes, may also be shown. The length of a spot may be agreed upon (standard length is 30“). Videos are shown on flights operated by Airbus aircraft only. Spots are exchanged once in two months.*

• Average visibility– 370 000 PAX/2 months*

• Minimum advertising period– 2 months**

• Technical specifications– format: analogue or digital Betacam

(PAL format)

• Deadline for the delivery of materials– 4 weeks before launching the campaign

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Apple iPad

iPads are offered to Business Class passengers by the crew on flights OK 350/1 PRG-AUH, OK 352/3 PRG-AUH, OK 942/3 PRG-GYD-TBS and OK 944/5 PRG-TBS-GYD. The ad is located in the “video“ or “iBooks“ icons and is exchanged once in 3 months**.

* PAX - passenges on a segment (from point A to point B)** Campains are launched as follows: January-March; April-June; July-September; October-December

• Average visibility – 1 200 PAX/3 months*

• Minimum advertising period– 3 months**

• Technical specifications– Format: MP4 video format, PDF or Word for

pictures and picture presentations

– Data size: max 1GB

• Deadline for the delivery of materials– 1 week before launching the campaign

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Headrests in Economy class

They are placed on all Czech Airlines seats. The ad is located on its back part at passenger eye level. Headrests for Economy and Business class have different colours.

* PAX - passenges on a segment (from point A to point B)

• Average visibility– 255 000 PAX/month*

• Minimum advertising period– 1 month

• Technical specifications– format: JPG

– size: 175 mm x 52 mm

• Deadline for the delivery of materials– 6 weeks before launching the campaign

Ilustrační foto

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Headrests in Business class

They are placed on all Czech Airlines seats. The ad is located on its back part at passenger eye level. Headrests for Economy and Business class have different colours. Branding in Business class is subject to a special approval process.

* PAX - passenges on a segment (from point A to point B)

• Average visibility– 15 000 PAX/month*

• Minimum advertising period– 1 month

• Technical specifications– format: JPG

– size: 175 mm x 52 mm

• Deadline for the delivery of materials

– 6 weeks before launching the campaign

Ilustrační foto

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Sampling on meal trays

Meal trays are used to serve refreshment on all flights in Business class and longer flights in Economy class. Advertising options: a folding brochure – credit card size, a chocolate sample, a small gift item. The client may select flights where to place the ad*.

• Average visibility– 50 000 PAX/month**

• Minimum advertising period– 1 month

• Technical specifications– To be resolved individually

• Deadline for the delivery of materials– 2 weeks before launching the campaign

* Placement of samples only on selected flights represents additional costs

** PAX - passenges on a segment (from point A to point B)

Ilustrační foto

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Special ambient media

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Paper napkins

Paper napkins are served to passengers with beverages and some meals. They are used in both Economy and Business Class on board all Czech Airlines aircraft.

* PAX - passengers on a segment (from point A to point B)** the size of an unfolded napkin: 250 mm x 250 mm

• Average visibility– 80 000 PAX/week*

• Minimum advertising period– 1 week

• Estimated use– 120 000 pcs/week

• Technical specifications– Format: JPG

– Size: 124 mm x 124 mm (folded)**

• Deadline for the delivery of materials– 8 weeks before launching the campaign

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Refreshing towels

They are meant for passengers in Economy Class. On longer flights, they are served on the trays with refreshments. On all Czech Airlines flights, the refreshing towels are available in Economy Class lavatories. A side of the towel envelope is reserved for advertising.

* PAX - passenges on a segment (from point A to point B)

• Average visibility– 60 000 PAX/month*

• Minimum advertising period– 1 month

• Estimated use– 70 000 pcs/month

• Technical specifications– format: JPG

– size: 87 mm x 45 mm

• Deadline for the delivery of materials– 6 weeks before launching the campaign

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Paper cups

They are used to serve hot beverages (tea, coffee) in Economy Class. The entire cup surface may be used for advertising.

* PAX - passenges on a segment (from point A to point B)

• Average visibility– 170 000 PAX/month*

• Minimum advertising period– 1 month

• Estimated use– 250 000 pcs/month

• Technical specifications– Format: JPG

– Size: see the attachment

• Deadline for the delivery of materials– 8 weeks before launching the campaign

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Ambient media - aircraft branding

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Aircraft exterior branding

The aircraft exterior may be used for one’s own brand communication (i.e. using the entire aircraft surface), or for co-brand communication with CSA (using a part of the aircraft only). Advertisements may be applied by painting or pasting.

• Minimum advertising period– 12 months

• Technical specifications– Pasting or painting

– To be resolved individually

• Deadline for the delivery of materials– Approx. 2 months before the scheduled

painting or posting

* PAX - passenges on a segment (from point A to point B)