LIAT signs onboard advertising deal

Regional airline LIAT has signed a multiyear agreement with the US-based Global Onboard Partners (GOBP) to create in-flight advertising campaigns that include advertising on all seat backs on the plane.

The carrier’s first campaign was rolled out last week and promotes the island of Dominica and its numerous cultural and music festivals that take place on the island throughout the year.

“Our seatback holders are producing amazing recall rates among passengers and we’re pleased to partner with LIAT to provide the Caribbean’s first in-flight advertising programme on the back of each seat that guarantees high visibility at all times during the flight,” said Global Onboard Partners CEO Kirk Adams.

“In the coming months, we look forward to expanding the programme to include all areas throughout the cabin with imagery that brings the islands to life on the aircraft.”

GOBP, which has its headquarters in Atlanta, Georgia, will work with the carrier and its existing and new advertising partners to implement campaigns that reach passengers travelling through LIAT’s 20 destinations in the Caribbean.

“We at LIAT – The Caribbean Airline, are indeed excited to get this programme up and running,” said LIAT’s Marketing Manager Derrick Frederick.

“The value to advertisers who can now offer products and services to a captive audience of approximately one million passengers over the course of a year is unparalleled in the region. It’s been a pleasure working with the GOBP team in further enhancing our in-flight experience.”

Head of Marketing with the Discover Dominica Authority Elizabeth Wayland said the agency was thrilled to reach all travelling passengers on LIAT and to promote the island.

“No other venue is able to reach this international audience in a distraction free environment quite like this. We are proud to be the first to take advantage of this unique advertising medium and educate travellers about our island and the many cultural activities and festivals we host throughout the year,” she said.

To date, GOBP has partnered with 20 airlines across the globe, including AirTran Airways, Air Arabia, Jet Airways, SpiceJet, Spirit Air, Volaris and Wizz Air with campaigns ranging from seat back and tray table ads to complete plane packages.

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