EMCG strengthens 'travel TPO' brand strategy based on aircraft advertising

The rise of AI-powered search and zero-click information consumption is transforming brand marketing strategies. With the importance of early brand touch, where consumers engage with a brand before they search, new marketing channels are emerging in travel and on-the-go situations.

EMCG, an airline advertising-based marketing company, recently announced a brand marketing direction centered on its New Airline Media (NAM) strategy, which capitalizes on brand touchpoints formed in travel situations.

Airplane advertising is a way for brands to be seen repeatedly throughout the travel process, from waiting in the airport, boarding, flying, and even after arrival.

In-flight ads also have the advantage of being harder to avoid and more engaging because they are exposed in an environment where other media consumption is limited during the flight. 

The company's NAM strategy utilizes this aircraft advertising environment to operate a brand touchpoint structure that combines exterior aircraft wraps with in-flight advertising media. The exterior aircraft wraps provide high visual exposure at airports and tarmacs, while in-flight advertising creates an environment for prolonged contact with passengers during the flight.EMCG also combines aircraft and in-flight advertising with QR-based online connectivity to ensure that brand impressions translate into physical visits and conversions. By combining offline advertising with digital conversions, EMCG is also increasing the measurability of the brand's campaigns.

With the recent increase in tourists visiting Korea and the recovery in travel demand, brands are increasingly using airplane ads to market themselves. 

"In the AI search environment, consumers are increasingly forming brand perceptions before they search," said Meng. "Airplane advertising strategies that engage with brands in the emotionally immersive context of travel will play an important role in brand marketing."

Source: Global Economic Times (https://www.getnews.co.kr)