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Ink announced that Cebu Pacific, The Philippines’ largest national flag carrier, has gone live with its innovative Targeted Advertising (TAD) platform.
Cebu Pacific will be working with Ink to deliver dynamically generated advertising on its print-at-home itineraries attached to confirmation emails. This will enable Cebu Pacific and its partner brands to develop value added relationships with its travellers at the outset of every journey.
“CEB continues to find innovative ways to enhance our guests’ flying experience. Through TAD, we can add value to our guests’ journey in a way that is both relevant and non-intrusive”, said Candice Iyog, CEB VP for Marketing and Distribution. “In 2012, we project our passenger volume to reach 14 million. As we expect significant growth in demand for travel in Asia, our partner brands can reach out to a huge audience in an effective, immediate and measurable manner.”
Routes Online recently cited Cebu Pacific as the Philippines’ largest carrier, as the airline operates almost twice as many internal flights weekly than any other airline in the Philippines, effectively accounting for 41.3% of total domestic capacity.
Another benefit for Cebu Pacific of using TAD is the access it provides to Ink’s experience and huge resource of data from its links with airlines across the globe. Therefore, enabling advertising to be customised to specific types of passengers, based on origin or destination, gender, nationality, age, language, cabin class and fare status.
“Interacting and communicating with passengers at every stage of their journey is critical to developing an insight and understanding into how they consume media”, said Jeffrey O’Rourke, Chief Executive of Ink. “We are thrilled to be working with Cebu Pacific to offer its brand partners the opportunity to deliver targeted origination advertising direct to travellers. Not only will this provide an exciting new revenue stream for the airline, but an innovative and highly effective channel for brands to reach out to the millions of travellers using Cebu Pacific to travel across Asia.”
Through the use of the TAD platform, brands will be able to choose exactly which audience they want to communicate with and on which routes.
Cebu Pacific flew close to 12 million passengers from January to December 2011, a growth of 14% as compared to the same period last year. It also succeeded in flying 1 million passengers each for the months of April, May, October and November, a first for any Philippine carrier.
The airline operates flights to 26 international routes in 17 destinations: Bangkok (Thailand), Beijing (China), Busan (Korea), Guangzhou (China), Ho Chi Minh (Vietnam), Hong Kong, Incheon (Korea), Jakarta (Indonesia), Kota Kinabalu (Malaysia), Kuala Lumpur (Malaysia), Macau, Osaka (Japan), Saigon (Vietnam), Seoul (Korea), Shanghai (China), Singapore and Taipei. In March 2012, Cebu Pacific will start to fly to Hanoi (Vietnam), Xiamen (China).
Within the Philippines, Cebu Pacific flies to Bacolod, Boracay (Caticlan), Busuanga (Coron), Butuan, Calbayog, Cagayan de Oro, Catarman, Cauayan (Isabela), Cebu, Clark, Cotabato, Davao, Dipolog, Dumaguete, General Santos, Iloilo, Kalibo, Legaspi, Laoag, Manila, Naga, Ozamiz, Pagadian, Puerto Princesa, Roxas, San Jose (Mindoro), Siargao, Surigao, Tacloban, Tagbilaran, Tawi-Tawi, Tuguegarao, Virac and Zamboanga.
Tatiana is the news co-ordinator for TravelDailyNews Media Network (traveldailynews.gr, traveldailynews.com and traveldailynews.asia). Her role includes to monitor the hundrends of news sources of TravelDailyNews Media Network and skim the most important according to our strategy. She holds a Bachelor degree in Communication & Mass Media from Panteion University of Political & Social Studies of Athens and she has been editor and editor-in-chief in various economic magazines and newspapers.
