Jet, Nokia take advertising to new heights

Mumbai: Don't be surprised if you notice a cola or a consumer durable company advertisement on the exterior of a Jet Airways plane. In these times of high losses, airlines are looking at multiple options to earn cash and Jet Airways will use its aircraft exterior as advertising space.
To begin with, one Jet Airways Boeing 737 will carry an advertisement of Nokia Lumia, the Finnish company's new smartphone. A formal marketing tie between Jet and Nokia and unveiling of the Nokia ad on the aircraft would take place here tomorrow.
It is not unusual for airlines abroad to have advertisements on their planes. Low cost carriers, for instance, depend a great deal on ancillary revenue from advertisements on their planes. Air Deccan initiated the practice in India when its Airbus A320 carried ads of news channel NDTV and of Sun Microsystems.
In his autobiography, Deccan founder G R Gopinath says the Directorate General of Civil Aviation nearly scuttled his efforts, after raising issues regarding the type of paint to be used in these ads. However, no other airline in India had emulated Deccan in this respect till now.
10/01/12 Aneesh Phadnis/Business Standard

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Categories: Jet Airways Jan 2012, New Jan 2012