Since August 2014, easyJet Traveller magazine has been setting passengers monthly social media challenges, and – as a result - the #ejtraveller feed is now full of connected travellers sharing their beautiful experiences. Here is a video created by Ink displaying some of the best images posted. Click here to take a look at all the wonderful #ejtraveller images and others from our associated social media hashtags.
Canvas8, the leading authority on consumer behaviour, has featured Ink’s airline magazines in their in-depth report on “Who wants to read a branded magazine”, for which they interviewed Jonny Clark, Creative Solutions and Business Development Director at Ink. The report highlights some of the key qualities of our media:
- “Content Marketing is different” – the report highlights that while consumers are turning away from ‘intrusive marketing’, over 90% of easyJet passengers read the inflight magazine, with many looking for destination features and a massive 42% sourcing their next holiday plans. This is a key brand touch point for easyJet, but also an important influencing moment for the travel brands that are featured in the magazine.
- Jonny explained that, “The magazines that we are producing now have more of a sense of inspiration, rather than a direct sell or trying to convince someone to do something.” This is the reason that 78% of CMOs believe that content is the future of marketing.
- “A magazine is a 25-minute direct engagement with your audience as opposed to 30-second TV ad or clicking on something for 5 seconds.” says Clark. Our view at Ink is supported by Joe Pulizzi, founder of the Content Marketing Institute: "Your customers don't care about you, your products, your services. They care about themselves, their wants and their needs. Content marketing is about creating interesting information your customers are passionate about so they actually pay attention to you." This is what we do for our airline partners with our media products – each has it’s own editorial and advertising team that are tuned into the unique qualities of each brand, and make sure this resonates throughout the media products that we create.
- Digital and online companies see real value in physical printed products for engaging with travellers; Airbnb published their first magazine, Pineapple, in 2014. Andrew Schapiro, head of brand creative at Airbnb is quoted on their realisation that “the majority of experience after booking online is offline in people’s homes or neighbourhoods around the world. So it was a natural transition to tell stories in a printed format.”
Ink’s Global Head of Digital, Terry Hornsby, was one of four featured speakers on Google Squared's panel discussing the role of marketers if the future is programmatic. In an informative and compelling discussion, the panel focused on topical issues surrounding the evolution of programmatic. "what's better for brand than knowing the audience that they're passing their message to” said Terry Hornsby on the subject of programmatic shifting from being performance based advertising to an integral part of brand strategies. “it's about tailoring the right messaging to a group of individuals, at the right time and that's exactly what brands need.” Click here to watch the full panel discussion.
The video that proves real engagement is possible with the right media and the right concept – see how #hemigram has taken off: Share the Journey With Us #Hemigram Since January 2015 edition, Hemispheres has dedicated a quarter page of editorial space within the magazine to their readers that share inspiring images of themselves on social media using the hashtag #Hemigram. This campaign is an indication of the enterprising and innovative efforts of the Hemispheres editorial team to build a relationship and engage with readers beyond print and into social media platforms. The editorial team has had an overwhelming response of diverse images and created this video as a showcase of the many adventures shared. The team has been inundated with so many incredible #Hemigrams but sadly couldn’t fit them all into this video. Click here to take a look at the full collage of images.
London, 7th May 2015: Ink was today featured in a BBC News article alongside international brands Nike and Starbucks as an example of a ‘great’ company logo. Inks' own logo was highlighted as one of five examples of how a logo and brand change as a company grows. The feature showcased the Ink logo, explaining, “One business which has successfully changed its logo is fast-growing London publishing company Ink”. Ink has grown due to its successful partnerships with major brands around the world. Ink's brand understanding has helped create effective marketing and communication tools for some of the world's most iconic companies. Our inflight media is individually crafted for our airline partners to create a customer experience that drives engagement, loyalty and inspiration. For our clients, our innovative advertising solutions across inflight and digital media create invaluable touch points for brands, bringing to life their proposition for 677 million passengers a year. Click here to read the full story.
(New York) United Rhapsody magazine was front page news for over 1.3m New Yorkers on Monday 4th May, drawing praise as a “lofty literary journal, perused at 39,000 ft”. Rhapsody, the inflight magazine exclusively available in United first-class and business cabins, was showcased for offering a "loftier, more cerebral amenity” to its readers by publishing original fiction from over thirty literary stars such as Joyce Carol Oates, Amy Bloom, and this year’s Pulitzer Prize winner Antony Droer. The quality of the editorial content in Rhapsody was described as a landmark for inflight publishing, “bringing a patina of sophistication to United’s first-class service”. Quoting Rhapsody’s executive editor Sean Manning, Rhapsody was described as “conceived from the start as a place for literary novelists to write with voice and style” as the high-end leisure or business-class traveler has “higher expectations, even in the entertainment we provide”. With an exposure to an elite audience of some two million first-class and business-class travelers, Rhapsody offers publishers and writers “new ways to reach readers in a shaky retail climate”. Rhapsody is seen as one of a handful of companies showcasing work by literary writers as a way to elevate their brands, engage customers and provide an ideal editorial environment that appeals to a hard-to-reach luxury audience. Click here to read the full article.
Vote now to help us to win the PPA Cover of the Year Our beautiful N by Norwegian December 2014 issue cover has been nominated for the Cover of the Year at the PPA awards. Now we just need your votes to help us make sure we win! The inspiring feature article tells the story of Jussi Eiramo's transformation of Kakslauttanen, a spot of wilderness in the Arctic Finland (which translates to two reindeer meat storage unites”), to the most famous holiday resort in Finland. The annual competition now in its 35th year, recognizes excellence and rewards innovation within the magazine industry, and whilst most of the prizes are decided by a panel of experts, the Cover of the Year award is the only category decided by public vote. We’re up against some stiff competition but we think N by Norwegian’s cover is the stand out entry. If you agree you can cast one vote every day until 5th June. N by Norwegian is also nominated for the Customer Magazine of the Year for May 2014 issue titled “Made in Svalbard”. For this issue the entire team relocated to Longyearbyen, Svalbard and set up shop in Mary-Ann’s Polariggs wonderful old run miners rig. The winners of the awards will be unveiled on the 9th July 2015, at the Grosvenor House Hotel, in London.
Ink Global are proud to announce the launch of their new-look website for American Way, Nexos and Celebrated Living magazines; the three flagship publications for American Airlines. The slick, responsive design is the perfect medium to deliver Ink’s award-winning editorial team, including exclusive interviews with some of the world’s biggest stars: Dave Grohl, Julianne Moore, Gloria Estefan, Blake Lively and Pitbull have all graced their covers in the past four months alone.
Ink is pleased to announce that we have received 4 Merit Awards for Hemispheres and Rhapsody, the flagship magazines for United Airlines, from the prestigious Society of Publication of Designer Awards. The annual competition, now in its 50th year, celebrates the best in international publications design, photography and illustration. Rhapsody won three Merit Awards, the first in the category of Photo Story for the story titled “The Fairy-Tale Life of Emily Blunt” in the December 2014 issue. The second award in the category of Cover Design for the June 2014 issue titled “Robert DeNiro”. The third award in the category of Cover Design for the September 2014 issue titled “Lenny Kravitz Recues Rock ‘N’ Roll”. Hemispheres won in the category of Photo Story for story titled “Anguilla Regatta” in the December 2014 issue. Rhapsody is also in contention for the Gold & Silver medal finalists for the photo stories titled “In The Name of The Father” and “Last Dance”, starring Robert DeNiro and Christina Hendricks respectively. The winners will be announced at the 50th Annual Awards Gala on Friday 1st May.