PAXSEPOCT11:PAX Magazine 05/08/11 5:09 PM Page 64
ANCILLARY REVENUE
STILL THE MASTERS OF SOUS-VIDE. (NOW WITH A NEW LOOK.)
Award-winning chefs. Customized menus. Restaurant-quality creations. Everything you’ve come to expect from the leader in sous-vide. Now with a completely new look. Visit us in Seattle at the IFSA Show September 12–14, 2011 Booth #227
‘special menu’-friendly, available in any quantity, and feature an extra-compact design for easy pack-out.
Giving it Away As buy-on-board matures, another concept - or rather the marriage of several concepts, has caused some ripples that might just become waves in the world of snack boxes. AirAdvertainment, LLC came into the public eye in June of this year and news has certainly gotten around about the West Palm Beach, Florida, company that has been working with advertisers and airlines to make free snack boxes available to passengers on certain flights, for a certain amount of time. Brands looking to get more face time (AirAdvertainment promises 15 minutes) with the generally higher-income demographic group that airline passengers represent, are able to collaborate with AirAdvertainment on a free premium snack box campaign that will engage these passengers through what the firm refers to as a “call to action.” This can be a coupon incentive urging travelers to visit a shopping website for discounts, a code to enter a contest, or really anything the advertiser can think up to persuade passengers to follow up and spend. “The ‘call to action’ is the key,” says Ryan Matway, president and Founder of AirAdvertainment. “It helps motivate the passenger to engage the offering, and engagement is so much more valuable today than an impression.” Brands wanting to try the program out can contact Matway and his colleagues and have a meeting to select a defined market, demographic, timeline and campaign size. The AirAdvertainment team will then help advertisers custom-brand their box and select its components from a list of high-profile vendors. Next task is to develop a unique ‘call to action’, and then logistics and deployment (via flight crew) are fully managed by AirAdvertainment, whose team actually consists of a few airline-catering veterans. According to the company’s website, it has a patent-pending system to gather data, such as engagement responses, conversion rates that it calls the AirBrandTrax™ system. So far the boxes have been spotted on Alaska Airlines, Horizon Air and US Airways, but according to Matway, his firm does not really intend to compete with companies like Oakfield Farms Solutions or GoPicnic. “Both of these companies offer excellent product,” he says. “But we fit into the marketplace in a different way. AirAdvertianment offers a free premium snack box campaign that will engage passengers through what the firm refers to as a “call to action”
For more information about our on-board services, contact: J. Hemmer 571.435.4057 jhemmer@cuisinesolutions.com
Bhasker Raghav 571.484.8649 braghav@cuisinesolutions.com
CUISINESOLUTIONS.COM
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