IMS workshop – Cedar

German Marin Advertising Director Cedar

Iberia

• The airline

• Spain’s economic recovery

• Audience Profile

• Iberia Platforms

• Iberia media revenue split

• Case Studies

Iberia

Airline: • 135 aircraft • 128 destinations to 48 countries • 600 daily flights • Spain’s flag carrier and gateway to Latin America • Iberia hub at Madrid-Barajas' T4, one of the

most modern European airports

Awards: • Español Universal Award 2016 • 4* airline ranked by Skytrax • 2016 award for the best transformation of an airline • World’s most punctual airline

Iberia

GDP Growth in Spain, the UK and the USA

-6-4-2024

Spain

UK

USA

Source: Office for National Statistics

Luxury spending grew by 9.7% in the last quarter (Q2 2017), comparing to the same quarter in 2016

Spanish spend on luxury cars grew by 14% in the first 5 months of 2017

Spanish companies had an average profit of 630M€ in the last quarter (Q2 2017)

Tourism generate 20M€ for the luxury market in Spain during the first 4 months of 2017

Iberia

Passenger Profile vs Spanish national

Source: Ipsos @ Affluent Europe 2016 - Europe 21

58% of Iberia pax are male vs. 56% of Spanish population 23% are self-employed vs. 7% of Spanish population 54% stay in 5 star hotels vs. 39% of the Spanish population 36% earn over €50,000 vs 18% 0f Spanish population

Iberia

81%

18%

1%

Iberia Media Revenue Split by platform 2017

Print Magazines Digital + PDF Boarding Passes IFE + Ambient

Iberia

Iberia: digital

• Leading website in Spain • 350,000 hits per day • 46 versions, including all the countries Iberia flies to in Europe, America, Africa and the Middle East • Available in eight languages: Spanish, Catalan, English, French, German, Italian, Portuguese and Russian

Iberia: digital

Iberia Plus launched on May 4th, this is Iberia’s

digital magazine emailed, every 2 months, to

1.4 million Iberia Plus card holders (800,000 of

whom live in Spain)

This digital magazine has bespoke editorial

features on travel and lifestyle

Advertising opportunities range from straight

forward banners on the digital magazine to

advertorials, embedded videos and

competitions

http://www.iberiaplusmagazine.Iberia.com/

Iberia Plus

EXCELENTE THEMED ISSUES:

• We will do two more special themed issues in 2017 that are aligned with

Iberia’s activity and brand message, but also relevant and topical for

advertisers.

• Given 84,000 passengers fly with Iberia for business each month, we

would also like to trial the inclusion of similarly themed business content.

This content opens up a new portfolio of advertising prospects that is

currently untapped across Iberia’s print portfolio.

PROPOSED THEMES

• September 2017 – Fashion issue (Iberia are sponsoring Madrid Fashion

Week 14-19th September)

• November 2017 – Design issue

Iberia

Iberia: case studies

MELIA – cross platform campaign

CHALLENGE: Melia Hotels is the Spain’s largest domestic

operator of holiday resorts and 17th biggest hotel chain

worldwide. They needed help in launching their loyalty

program Melia Rewards. They wanted to reach an affluent

audience of frequent traveller in order to create awareness

and high recall advertising for their loyalty program.

SOLUTION: Iberia Media Portfolio, offered the perfect

opportunity to promote their brand and new loyalty

program, targeting an affluent and frequent traveller

audience seeking inspiration in the right mindset, with 43%

more likely than other affluent Europeans to have travelled

11-20 times during the last 12 months.

• Ronda Iberia magazine

• Excelente magazine

• IFE

• Iberia.com

• Reservation emails

• Check in web page

• Manage my booking

• Confirmation email

• Destination guide

• Business club

• Business Plus

• Business class

• Boarding Passes

Iberia: case studies

NEGOCENTER

CHALLENGE: Negocenter Business Centre

offers fully equipped offices to rent in Madrid.

They wanted to increase their market share and

beat their competitors as a leading company in

Spain providing this service. Brand image and

efficient communication campaign was needed

in order to maximise the recall advertising.

SOLUTION: Iberia has an above-average

business-traveller reader profile

of 42% allowing Ronda Iberia magazine to

reach decision-makers undistracted by

competing media. With 58% of readers looking

for Business news, and 40% looking for

Corporate advertising in the magazine,

companies seeking a business audience can

efficiently target decision-makers in the right

mindset. We decided to run, in the same issue,

an ad page and an advertorial page in different

sections of the magazine, aiming for a higher

advertising recall.

Iberia: case studies

GILMAR

CHALLENGE: Gilmar Consulting Inmobiliario is a private

company specialising in the purchase, sale and rent of

properties located in the best residential areas of Spain.

Their goal was to position themselves among the top

leading companies in the real estate sector, aiming to

seek overseas investors as they specialized in processing

"Golden Visa" that allow investors with an investment

equal to or greater than 500,000 euros, to reside in

Spanish territory and move freely in the Schengen

territory.

SOLUTION: With research showing that 52% of recent

flyers have thought about buying a property in the country

they’ve just visited, so inflight magazines are a logical

choice for real estate advertising. What’s more, Iberia is

the leading company connecting Europe and Latin

America with many potential buyers looking to need a real

estate that also processes the mentioned Golden Visas.

As per their aim of being recognized as a leading and

trusted company within the sector, aligning brand with

Spain flag carrier was a win-win approach.

IMS workshop – Cedar

German Marin Advertising Director Cedar

+44 (0)20 7550 8035 german.marin@cedarcom.co.uk