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AmWest will turn tray tables into ad space
Each jet in America West's 139-plane fleet will begin carrying advertising on tray tables. The airline hopes the idea will set it apart.
Dawn Gilbertson
The Arizona Republic
Dec. 10, 2003 12:00 AM
America West Airlines may soon find it harder to issue the obligatory passenger warning about putting your tray table "in its full upright and locked position" before takeoff.
On Tuesday, it announced a novel agreement to sell ads on the fold-down trays.
Beginning this weekend, the tray tables turn into moneymakers on all of the carrier's jets.
America West has signed a deal with Las Vegas-based SkyMedia International to sell ads on the tops of the trays, becoming the first airline to feature such advertising.
Three major advertisers - Bank of America Visa, the History Channel and Mercedes-Benz USA - have signed on so far. The space is 90 percent sold out for the first quarter of next year and the airline expects to be completely sold out by the end of the week, said Scott Kirby, executive vice president of sales and marketing. Each plane will have only one advertiser.
Kirby said the airline was attracted to the ads by the revenue potential but declined to discuss financial details. The cost ranges from $2,500 to $3,300 per month per plane depending on the number of planes the ad is on. America West has 139 planes.
The ads are America West's latest attempt to stand out in the industry and boost revenue. Other recent programs include its on-board food sales, first-class upgrades and new business fares.
Advertisers like the tray-table idea because they've got a captive, generally affluent audience. America West's average flight its 2½ hours long and coast-to-coast trips top five hours.
With consumers bombarded with ads everywhere they turn, businesses are seeking niches like this, said Jim Ward, professor of advertising at Arizona State University's W.P. Carey School of Business.
But he added that there is the potential the ads will turn off some passengers.
"Companies are really looking for places that will guarantee people's attention," he said. "People are going to be staring at these tray tables."
Even though passengers will be able to avoid the ads by keeping their tray tables up, Ward said there is the potential the ads will turn off some.
"People who object to too many billboards ... I suspect will find it offensive," he said.
Each jet in America West's 139-plane fleet will begin carrying advertising on tray tables. The airline hopes the idea will set it apart.

Dawn Gilbertson
The Arizona Republic
Dec. 10, 2003 12:00 AM
America West Airlines may soon find it harder to issue the obligatory passenger warning about putting your tray table "in its full upright and locked position" before takeoff.
On Tuesday, it announced a novel agreement to sell ads on the fold-down trays.
Beginning this weekend, the tray tables turn into moneymakers on all of the carrier's jets.
America West has signed a deal with Las Vegas-based SkyMedia International to sell ads on the tops of the trays, becoming the first airline to feature such advertising.
Three major advertisers - Bank of America Visa, the History Channel and Mercedes-Benz USA - have signed on so far. The space is 90 percent sold out for the first quarter of next year and the airline expects to be completely sold out by the end of the week, said Scott Kirby, executive vice president of sales and marketing. Each plane will have only one advertiser.
Kirby said the airline was attracted to the ads by the revenue potential but declined to discuss financial details. The cost ranges from $2,500 to $3,300 per month per plane depending on the number of planes the ad is on. America West has 139 planes.
The ads are America West's latest attempt to stand out in the industry and boost revenue. Other recent programs include its on-board food sales, first-class upgrades and new business fares.
Advertisers like the tray-table idea because they've got a captive, generally affluent audience. America West's average flight its 2½ hours long and coast-to-coast trips top five hours.
With consumers bombarded with ads everywhere they turn, businesses are seeking niches like this, said Jim Ward, professor of advertising at Arizona State University's W.P. Carey School of Business.
But he added that there is the potential the ads will turn off some passengers.
"Companies are really looking for places that will guarantee people's attention," he said. "People are going to be staring at these tray tables."
Even though passengers will be able to avoid the ads by keeping their tray tables up, Ward said there is the potential the ads will turn off some.
"People who object to too many billboards ... I suspect will find it offensive," he said.