24

NO

VEMBER/D

EZEMBER 2014

Klischee oder Kult? Die Trendwende DeutschlandsHow Germany’s image went from kitsch to cool

COOL GERMANIA

FLAMINGOS ► Ein Naturspektakel am Larnaka Salzsee

Cyprus’s colourful winter wildlife

BIRMINGHAM ► Die neue

Hochburg der Jugendkultur

England’s second city finds its

creative voice

G E R M A N W I N G S : WAV E I

2 www.ink-global.com

WelcomeLaunched in 2013, The Global Passenger Survey is the world’s largest

independent airline passenger survey, with over 40 participant airlines

representing 1/3 of a billion passengers. This unique survey, produced by Ink,

offers benchmarked insights into passenger behaviour across a range travel,

consumer activity and opinion.

Germanwings was one of the founder participants in The Global Passenger

Survey, and in this booklet we are pleased to present some of the highlights

from their Wave I results.

Germanwings, a subsidiary of Lufthansa, is on a growth path; by 2015 the fleet

will grow up to 90 airplanes and will welcome 20 million passengers. With 48%

of business passengers flying four times or more per year, and an average

readership of 62% on every plane, GW magazine offers a valuable audience

through a powerful media platform, with 37% of passengers having purchased a

magazine-advertised brand in the last 12 months. And with advertised brands

achieving 54% recall, GW magazine is the natural platform for a wide range of

advertisers, from Tourism through to Corporate clients.

Please explore these headlines to discover the effectiveness of GW magazine,

and contact me to find out more insights into our media.

Denise Jaschke

Group Head Advertising

3connecting with travellers

The 2014 Germanwings Showcase

Methodology1• Self-complete web-survey embedded in boarding pass

• 1,056 respondents in one month

• High-quality actual passenger respondents

• Web-survey hosted by independent agency

• Standardized questionnaire for benchmarking purposes

• Region results combined to create benchmark Aggregated Report

ResultsMagazine Readership

Advertising Recall

Editorial Consideration

Advertising Categories

Travel Retail & Call to Action

Media Statements

Hotel Planning

Passenger Profile

2

34

5

67

89

4 www.ink-global.com

Magazine Readership2

How often do you read the inflight magazine?

97% read magazine last 12 months

I always read the inflight magazine

I nearly always read the inflight magazine

I read half the issues of the inflight magazine

I read some issues of inflight

magazine

I never read the inflight magazine

Read in the last 12

months

100

90

80

70

60

50

40

30

20

10

0

3124

34

3

97

8

62% above average readership (read on every plane)

%

5connecting with travellers

The 2014 Germanwings Showcase

ÖSTERREICHS SÜDEN WWW.KAERNTEN.AT

GENUSSLUST

Gesellig, entspannt und mit einmaligem Charakter. So haben wir Kärnten kennen und lieben gelernt. Im türkisblauen warmen Wasser schweben, das Abendlicht spüren und beobachten, wie es im Hintergrund die sanfte Silhouette der Berge zeichnet. Danach eine fangfrische Seeforelle am Ufer genießen. Das sind die Momente, für die ich auch heuer wieder nach Kärnten komme. Und Sie? Genusslust kann man jetzt buchen.

TÄGLICH MIT

GERMANWINGS

von Köln nach

Klagenfurt/Kärnten

fl iegen. Bequeme

Umsteigmöglichkeiten

gibt es auch ab Berlin,

Dresden und Leipzig

No.77187 Kaernten.indd 1 28/06/2012 16:18

5connecting with travellers

3 Advertising RecallDo you recall any of these advertisers?

(visual/verbal prompt)

�

Mietwagen weltweit!

Vermittler: ADAC Autovermietung GmbH

81.indd 1 16/07/2012 13:20

ADACRosetta Stone

Kaernten Werbung

Sehkraft Just Mobile Santos Grill Shop

Ursapharm

35

30

25

20

15

10

5

0

32

18

118

7

2

22

1817

27

1215

9 9

Verbal Prompt

Visual Prompt

In-Vizz: Der erste Fahrradhelm mitintegriertem, versenkbarem Visier!Die optimale Lösung im Kampf gegen den Fahrtwind:Der Fahrradhelm ABUS In-Vizz mit voll integriertem und versenkbarem Visier.

Ideal auchfür

Brillenträger!

www.abus.com

HYLO - ®

FRESH

Monate nach Anbruch

verwendbar

070.indd 1 16/04/2014 13:42

%

6 www.ink-global.com 6connecting with travellers

4 Editorial Consideration

What content do you look for in GW magazine?

1009080706050403020100

Desti

natio

n

Feat

ures

Rout

e Map

s

Ente

rtainm

ent

Guides

Airli

ne N

ews

Food

Rev

iews

Busin

ess F

eatu

res

Prod

uct I

nfor

mation

Cele

brity

Feat

ures

Adve

rtisin

g &

Prom

otion

s

8378

65 65 63 58 5852

37

Hotel

Rev

iews

33

Tourism leads, followed by Entertainment and Food Reviews Route maps and airline news also

important

%

7connecting with travellers

The 2014 Germanwings Showcase

7connecting with travellers

5 Advertising Categories

What categories are appropriate to advertise in GW?

Trav

el &

Hot

els

Beau

ty &

Fash

ion

Elect

ronic

s

Watch

es &

Luxu

ry

Book

s, Fil

ms & M

usic

Liquo

r & Fo

od

Auto

motive

Camer

as

Business Services, including Corporate, Education & Conferences advertising is

the third highest-searched category after Tourism

9080706050403020100

83

3631 31 30

2716 12

%

32

Busin

ess S

ervic

es

8 www.ink-global.com 8connecting with travellers

6 Travel Retail & Call to Action50

45

40

35

30

25

20

15

10

5

0

Travel retail products bought

Frag

ranc

es

Cosm

etics

Liquo

r

Conf

ectio

nery

Book

s, Mag

s DVD

sGift

s

Food

Jewel

lery

Sung

lasse

s

Lugg

age

Toba

cco

Watch

es Toys

Airli

ne B

rand

ed

good

s

Other

Luxu

ry

Camer

as

Fash

ion

47

3632

24 22 22

17

9 6 6 56 53 2

1 1

%

6 Recommended advertised brand = audience increase by potential 960,000 passengers

10 Purchased advertised product at airport

14 Took picture of ad/Took magazine

16 Took a note of advertised product

16 Purchased advertised product at later date

21 Contacted brand website

Call to Action: Have you ever...%

21% of passengers have visited brand advertised website: 61% higher than average*

37% of passengers have purchased a magazine advertised product

Sour

ce:

*G

fk M

RI S

tarc

h 20

14:

13%

aver

age

visi

t to

mag

azin

e -

adve

rtis

ed b

rand

web

site

9connecting with travellers

The 2014 Germanwings Showcase

9connecting with travellers

7 Media Statements

I see the magazine as part of ticket price

I look forward to the magazine as an important part of flight

I learn about the airline from the magazine

The inflight magazine is useful for sourcing travel ideas and products

34% of passengers actively stated that the magazine is useful for

sourcing travel products

35302520151050

24

293034

%

6 Recommended advertised brand = audience increase by potential 960,000 passengers

24293034%

10 www.ink-global.com 10connecting with travellers

8 Hotel Planning

Accommodation booking

Main Holiday

Business Trip

Short Breaks

78% of business and 53% of Short-breakers book less than a month in advance

1 - 4 Weeks

< 7 Days 2-4 Weeks 2-3 Months 4-6 Months 6+ Months

50454035302520151050

3

35

1613

43

37 36

8

27 29

25

13

12

%

11connecting with travellers

The 2014 Germanwings Showcase

11connecting with travellers

9 Passenger Profile1

46% 54%

Gender

Female Male

42% 58%

Reason for travel

Business trip Holiday/City Breaks

4% 25% 27% 24% 13% 6%

Age

<21 21-30 31-49 41-50 51-60 60+

Business Flight Frequency Per Year2

1st trip Once Before

2-3 4-5

16% 13% 23% 15% 14% 11% 8%

6-10 11-23 24+

Sour

ces:

1 G

erm

anw

ings

Fac

ts &

Fig

ures

; 2

Glo

bal P

asse

nger

Sur

vey

48% more than 4 times p.a

12 www.ink-global.com

ADVERTISING ENQUIRIES

LondonDenise Jaschke – Group Head Advertising

Denise.Jaschke@ink-global.com

+44 207 749 2348