To help keep fares low, the carrier's planes will carry advertisements on the inside of tray tables starting Monday.
By Associated Press
Published December 10, 2003
PHOENIX - When air travelers flip down the tray tables on their America West Airlines flights, they'll be getting more than the usual peanuts or pretzels later this month. They'll also be getting advertising.
America West executives said Tuesday that they have begun selling tray table advertising to other companies, and the idea is already taking off.
America West sold advertising on all of its fleet of 143 planes through the first quarter of 2004, said Scott Kirby, America West executive vice president of sales and marketing.
Advertisers on board include Visa, Mercedes-Benz USA, The History Channel and Bank of America. Ads will start appearing Monday.
The additional revenue from ads is a way to keep fares low on the low-cost carrier, Kirby said.
"We believe that the future of the airline industry is offering low fares to customers," he said. "Tray table ads are very similar to buying meals aboard the aircraft. It seems to be a no-brainer for other airlines to follow suit once we've blazed the trail."
The carrier, based in Tempe, Ariz., was the first to experiment with in-flight food sales this year and is close to an agreement to offer the service permanently. Other airlines quickly followed that idea.
Tray table advertising is the brainchild of Nick Pajic, president of SkyMedia International, who formerly published in-flight magazines for TWA.
"The response and feedback from the advertising universe has been phenomenal," he said.
America West is permitting only one advertiser per aircraft, and allowing ads only on tray tables - at least to start, Kirby said.
Advertisers can buy 10 percent, 25 percent, half or all the airline's fleet with a minimum eight-week run at $3,300 a plane, Pajic said.
Advertisers say the airplane environment is perfect with its affluent, captive audience.
"We think it's a perfect way to reach customers," said Melissa Welch, vice president of partnership marketing at Bank of America.
Welch said Bank of America has purchased advertising on 50 planes and will feature their Flight Fund Visa credit card, which rewards users with frequent flyer miles.
Welch said Bank of America ads are simple and will allude to in-flight magazines for more details.
America West is the nation's eighth-largest carrier with hubs in Phoenix and Las Vegas.
