experience airline passenger
august - september 2014
The Marketing Issue
AN ALL-INCLUSIVE EXPO | CROWDSOURCING CONTENT | NEW FOOD ALLIANCES | TRADESHOW SECRETS FUTURE OF BRANDING ROUNDTABLE | DESIGNING THE DESTINATION | The ultimate airport
official publication of the airline passenger experience association
Inside Fold Left Panel Trim: 8.125” x 11.6875” Type Safety: 7.625” x 10.9375” Bleed: 8.25” x 11.9375”
Inside Fold Right Panel Trim: 7.6875” x 11.6875” Type Safety: 7.3125” x 10.9375” Bleed: 7.8125” x 11.9375”
Delivering and shaping premium entertainment and connectivity, to airline passengers worldwide. We combine an impressive wealth of skills, expertise and knowledge, within a passionate group of highly motivated individuals. These teams provide content, creative and technical solutions to surprise and delight passengers. We intelligently review and service to maximize return on investment, differentiate product and add value. We are expertly delivering the current, and developing the future potential of passenger entertainment.
Book an appointment with us at the APEX Expo on booth #442 sales@globaleagleent.com www.globaleagleent.com
routes in N. America?
streaming video
Let's start with technology. How will you and your passengers use connectivity?
GTO
yes
2Ku
near the equator?
where do you fly?
routes in N. America?
where do you fly?
surfing & email
no
near the equator? text, voice, plane ops
2Ku, Ka
ATG4
2Ku, Ku, Ka
no good choice
L-band
yes
yes yes no
control of pricing?
2Ku yes
what countries?
good luck!
onboard ad server?
yes
portal operations?
no no
no
bandwidth management
network management?
yes
product promotion yes
product education
regulatory approvals
consumer collateral
flight attendant training
marketing support
system management?
equipment maintenance
no
And don’t forget about these.
Š2014 Gogo LLC. All trademarks are the property of their respective owners.
live inflight customer care?
yes
no payment processing?
no
installation
spare components
Congrats! You've found a solution for your aircraft. What support do you need?
Just contact Gogo
The IFC landscape is complex. We’re here to guide you through it. Making the right inflight connectivity decisions for your fleet can be a daunting task. And we understand that your airline’s needs are unique. As an aero-communications service provider, Gogo can provide expert advice to help you decide with confidence. When you partner with us, we’ll also provide the reliable IFC service you need to serve your passengers and operate with increased efficiency.
We can handle regulatory approvals, live 24/7 inflight support, maintenance and repairs, and bandwidth management to ensure an equitable experience. But we also offer unmatched flexibility - from turnkey solutions to letting you take the reins.
Book a meeting with us at Apex 2014. gogoair.com/apex
Airbus Widebody Family
You don’t have to squeeze them in...
airbus.com
What if you didn’t have to choose between improving fuel efficiency and passenger comfort? What if you could offer wider seats whilst cutting bills? What if customer loyalty didn’t suffer at the hands of economics? With Airbus, you can have the best of both worlds. Airbus Widebody Family, our numbers will convince you.
© AIRBUS, 2014. All rights reserved. Airbus, its logo and the product names are registered trademarks.
...to make your money go further.
A BETTER FLIGHT EXPERIENCE BRouGHT To you By INTELLICABIN. ™
The cabin system of the future, IntelliCabin, is here today, and has been designed to increase functionality, optimize power usage, and improve the flight experience for both crews and passengers.
www.baesystems.com/intellicabin
Contents
apex experience
The Marketing Issue
Visit us at apex.aero
august - september 2014
This issue coincides with our biggest industry event of the year, the APEX/IFSA EXPO in Anaheim, CA, so we examine how leaders in our industry are developing intelligent marketing strategies, thoughtful branding and innovative advertising concepts that are designed to thrive within an increasingly digital landscape.
> Features
> In profile
56
77
92
Elite Oasis
Designing the Destination
The Ambient Airport
Gated lounge access is one of the key ways airlines can differentiate themselves from competitors.
How do you leverage brand power within an airport to maximum effect? Turns out the secret is in the location itself.
We asked leading airline brand and design experts to imagine what an efficient, brand-strong airport might look like – and then illustrated it.
Tyler Dikman
Nick Vivion
68 Super Market in the Sky Celebrity chefs, renowned restaurants and regional food offerings are gaining popularity as airports and airlines try to raise the common palate. Jason Kessler
Terri Potratz
84 Target Practice In the field of targeted marketing, where do we draw the line between convenient and creepy? Samantha Shankman
102
66 Jackie Sayno
The Digital Power of Crowdsourcing
Director of Acquisitions, Encore Inflight Limited
Is passengers’ eagerness to contribute original content through social media networks being effectively harnessed through airline marketing strategies?
74 Ingo Wuggetzer Vice-President Cabin Strategy, Innovation & Design, Airbus
Jenn Wint
110 How do tradeshow exhibitors market themselves at major summits like the EXPO? We examine the importance of booth design, swag and social events to tradeshow success. Jordan Yerman
90 Martin Henlan Managing Director, A Tall Order Limited
108 Dr. Mark Hiller
92 10
august - september 2014
Chief Executive Officer, Recaro Aircraft Seating
Airline Passenger Experience Association
Illustration: Julie Carles. photos: Jackie Sayno; fiona garden.
Trade Secrets
Going wireless IFE? Unfortunately, everything is not wireless
Brand New PES/PSS + P System Full PSS Reading/Call Light functionality Full PES Audio Channel/Volume selection Full +P 2.1amps USB Power Port availability Full Key Pad Icon Back-Lighting bright and dim Full and Complete Seat and Aircraft System Only PCU shown Full Certified Flying and Operational
See our videos
4650 Côte Vertu, St.Laurent, Québec, Canada H4S 1C7 Phone: 514.331.9771 • Fax: 514.331.9990 • www.inflightcanada.com
Contents
apex experience
Visit us at apex.aero
Comfort & Ambience Entertainment & Connectivity Catering & Services
august - september 2014
> Industry
48
Total Temperature Control
Affiliate Links
We imagine what the future of personal onboard temperature control might look like.
Partnerships through affiliate companies deliver connectivity and other benefits to passengers.
Tomás Romero
Jenn Wint
38
50
Soothing Science
App High, Down Low
TravelLab is a test project that aims to make transfers at airports more relaxing.
How do passengers decide what airline, airport and travel apps are of most benefit?
Nick Vivion
Jordan Yerman
40
51
Flying Colors
Reinventing Retail
How does lighting affect mood and influence a passenger’s well-being in-flight?
Once a rogue retail trend, pop-up stores are now being used as marketing campaigns.
Katie Sehl
Maryann Simson
42 Manifest Destiny When airlines and tourism boards partner to promote travel growth, everyone benefits. Katie Sehl
44 Channel Power Do passengers see branded IFE channels as valued content or thinly disguised advertising?
53 Happy and They Know It Customer feedback stations are appearing in airports all around the world. Maryann Simson
Tomás Romero
46 Famous Flyers
54 Checking in to Cloud Nine Airlines are creating a new class of service with suites inspired by hospitality industry trends.
Jenn Wint
Marisa Garcia
august - september 2014
> APEX
> Standbys
14 President’s Letter
18 Editor’s Letter
16 Board News
20 Featured Contributors
34 APEX in Action
26 - 33 EXPO Guide
97 Roundtable: Making the Brand
124 - 132
We discuss innovations, setbacks and challenges of branding in the digital age.
APEX News
Brett Snyder
134
117
IFSA News
Travelogue: Up and Running
> Listings
What’s a mileage run, and why should airlines pay attention?
136 Movie Listings
Seth Miller
161 Advertisers’ Index
159 Editors’ Reading List
162 Throwback
Star-powered advertising remains as popular as ever.
12
26
We look back at some of the earliest passenger experience and entertainment conferences in APEX history.
Airline Passenger Experience Association
illustration: alberto rodríguez. PHOTOS: ANAHEIM CONVENTION CENTER; WAEA
36
President’s Letter
apex experience
Visit us at apex.aero
Dear Fellow APEX Members, I hope you are as excited as I am about EXPO, 15 - 18 September in Anaheim, California USA! As we ramp up for this industry’s most important tradeshow, I want to encourage you to attend the Annual General Meeting on 14 September at 16:15. All members are welcome to attend. This is a great opportunity to hear and interact with your Board. We will also announce the results from the Board elections so as a reminder, you have until 31 August to vote. Make sure your company votes! APEX is fresh off of an exciting run of global events: In just the last nine months we’ve been to Shanghai, Sydney and Dublin, and after we all convene for the APEX/IFSA EXPO it’s back to Asia in November for a Regional Conference in Hong Kong. In an industry that changes as rapidly as ours, I’m impressed with members’ ability to constantly bring compelling discussions to each of our international events.
14
august - september 2014
APEX is establishing itself as an industry thought leader, with a perspective sought by media and the general public alike. In Sydney alone, presenters covered everything from seat and IFE integration to content security – not to mention the always informative updates on wireless streaming, in-flight connectivity and regional market trends. Increasingly, APEX is establishing itself as an industry thought leader. By providing information on public policies and regulations that affect how we improve the passenger experience, our perspective is sought by media and the general public alike. Following our successful survey of US passengers on in-flight PED use – conducted last year in conjunction with Consumer Electronics Association – and a comprehensive study that helped pave the way for the FAA’s decision to ease restrictions, APEX is now in the middle of meaningful discussions with the Department of Transportation and other US legislators to ensure that forthcoming regulations
concerning closed captioning requirements serve both the needs of the hearing impaired and all carriers operating in US airspace. We also are collaborating closely with airline and entertainment trade organizations such as IATA, A4A and MPAA on this issue. Thank you for being a part of such an active association, and I encourage you to reach out to me or any other Board member personally. Our contact information can be found at apex.aero. I look forward to seeing you all in Anaheim!
> Alfy Veretto apex president Virgin America
Airline Passenger Experience Association
Board News
apex experience
Visit us at apex.aero
Meet the Board The APEX Board of Directors uses this space to inform members about ongoing Board work and decisions. In addition to APEX association information in the magazine, the Board sends e-mails after each Board meeting to update the membership and to be as transparent as possible. Board information is also shared in the APEXnews Daily SmartBrief.
The Passenger Choice Awards 2014 preview is included inside this magazine, as well as the announcement of the exciting changes for the 2015 program. The Lifetime Achievement Award winners – Lee Casey of Lumexis and Mark Horton of Paramount Pictures – are also announced in this issue! As a reminder, APEX has re-launched the TV Market Conference as the APEX MultiMedia Market, with the goal to continue to host a conference that recognizes both new and traditional media platforms, including TV, movies, games, GUIs and apps. We’re excited about the change and hope that it better serves this crucial part of our industry! Look for updates to our regional conferences schedule in this issue and online at apex.aero. After our highly successful Regional Conference in Shanghai last fall and in Sydney this spring, our next conference will be this November in Hong Kong. More information will become available in the coming months.
> Alfy Veretto president Virgin America
> Joan Filippini treasurer Paramount Pictures
> Brian Richardson vice president
> Dominic Green secretary
American Airlines
Thales Avionics
> Chris Babb immediate past president
> Kevin Bremer
Delta Air Lines
Boeing Commercial Airplanes
As promised, we have selected the next five locations for EXPO so that you can make your plans well in advance! The schedule is as follows: 2014 Anaheim, California USA 15 – 18 September 2015 Portland, Oregon USA 28 September – 1 October 2016 – Singapore 24 – 27 October
> Michael Childers
> Gloria Chow
Lufthansa Systems
Cathay Pacific Airways
> Éric Lauzon Air Canada
2017 – Long Beach, California USA 25 – 28 September 2018 – Boston, Massachusetts USA 24 – 27 September The printed member directory – under development by popular demand – will be available to you soon. And as always, we hope the online directory will continue to be a valuable tool for you – available at apex.aero. 16
august - september 2014
> Mary Rogozinski Gogo
> Ingo Wuggetzer Airbus
Airline Passenger Experience Association
CONTACT:
Julian Levin Julian.Levin@fox.com 310-369-3423
Neal Rothman Neal.Rothman@fox.com 310-369-1598
Editor’s Letter
apex experience
Visit us at apex.aero
Best Impressions Rapid advancements within technology and communication fields have provoked thought leaders to question how businesses will meaningfully reach out to consumers in the future. With the EXPO upon us, we thought this was the perfect issue to examine how marketing strategies are evolving within our industry.
If you’ve recently read an article about marketing, chances are pretty good that it had a digital focus and discussed how technology is playing an even greater role in the way companies interact with consumers. This increasingly integrated nature of branding and communication is changing how we market ourselves, sell our products, and make sense of the cultural and economical landscape. Our industry is no exception, and this edition takes a look at the wide variety of ways that airlines and other member companies are taking advantage of tools such as mobile technology and social media to change how they interact with their customers. We’re also seeing a growth in company or group affiliations – brand alliances that strengthen the consumer’s perception of authenticity and accountability. We’ve found that all of the successful initiatives in this issue – from the persistence of celebrity advertisements and the popularity of customer satisfaction stations to sponsored luxury airline lounges and experiential brand spaces – consistently featured
one thing: a great message. Ultimately, the content of that message to your customers is far more important than whether they receive it on their phone, in their seat or at their homes. That’s why we’ve also featured some more “old school” ways of marketing, including the venerable efforts that our members make to showcase their products and services at important industry events and tradeshows. And speaking of shows, we’re happy to feature our tear-out insider’s guide to the annual EXPO in Anaheim. The new APEX Experience headquarters are literally down the street from the convention center, and we’ve put together what we think is the best of the local area for food and fun, along with some tips for managing what is sure to be a busy week. As always, we welcome your feedback on what you enjoyed in our first issue, how we’ve done in this edition, and what we should be doing in the future. We also love a good knock-knock joke, so e-mail us anytime at editor@apex.aero
> Al St. Germain publisher
> Terri Potratz editor
18
august - september 2014
illustration: oscar chávez
Terri and Al
Airline Passenger Experience Association
PANASONIC AVIONICS DELIVERS GREAT AUDIO
Driving a revolution in in-flight audio . When it comes to in-flight audio, it's clear there's room for improvement. At Soundchip we're changing this. Drawing upon our consumer electronics expertise and development-level relationships with leading IFEC equipment and headphone suppliers, we're driving a revolution in in-flight audio - enabling airlines to offer the same sonic thrills in the air as passengers are used to on the ground.
In 2011, Soundchip and Panasonic Avionics Corporation joined forces to modernize the in-flight audio experience. Our mission was to rethink all aspects of a passenger aircraft's audio delivery system, from the formatting of media through to the headphone itself. Two years on and our work is complete, the outcomes of which are nothing short of game changing. Contact us today for more information: hd-audio@soundchip.ch
AUDIO TECHNOLOGY \ IN-FLIGHT AUDIO DESIGN \ HEADPHONE ENGINEERING \ HEADPHONE SUPPLY CHAIN MANAGEMENT
Contributors
apex experience
Visit us at apex.aero
Featured
Read Jenn’s work on page > 102
See Amy’s special insert > 34
Read Brett’s work on page > 97
See Julie’s work on page > 92
Jenn Wint is a social media and communications enthusiast, passionate about travel and excessive jelly bean consumption. She always brings a magazine, big bottle of water and warm socks onto a flight, and if she took you out in California you’d likely hit the rollercoasters first, followed by flashy tourist attractions along Hollywood Blvd.
Amy Hood is co-founder of Hoodzpah Design Co. based in Newport Beach, CA. All of her trips start with buying a pair of airport headphones because she always forgets hers, and she uses her in-flight time to catch up on design work. Her favorite stop on the Anaheim map she created for this issue is Trader Sam’s Enchanted Tiki Bar, so she’ll meet you there for a beer.
Brett Snyder is the founder and author of the airline industry blog Crankyflier.com. He always picks the window seat so he can work, watch the IFE or look out to the world below. His best advice for EXPOgoers: Bring a sweater! The temperature drops quickly at night, and you’ll need that warmth when you head out for a long night of drinking.
Julie Carles was born in France and studied graphic design at the Universidad Diego Portales in Santiago, Chile. When she travels she can’t stay away from bookstores, paper and stationery shops, and she recommends you visit Jessica Hische’s design and lettering studio in San Francisco if you pass through on your way to the EXPO.
august - september 2014
APEX Experience Magazine 1507 West Yale Avenue Orange, CA 92867 +1 714 363 4900 Cover illustration by Oscar chávez
> Publisher Al St. Germain astgermain@spafax.com
PRODUCTION
EDITORIAL
> Acting Production Director Maureen Veilly
> Production Director Joelle Irvine
> Editor Terri Potratz tpotratz@spafax.com
> Production Manager Andréanne Lafond
> Copy Editor Katie Sehl ksehl@spafax.com
> Assistant Copy Editors Diane Carlson Ann Ward
> Research Assistant Ella Ponomarov > Contributors Tyler Dikman, Marisa Garcia, Jason Kessler, Seth Miller, Tomás Romero, Samantha Shankman, Maryann Simson, Brett Snyder, Nick Vivion, Jenn Wint, Jordan Yerman
> Fact Checkers Leah Cameron Leah Jane Esau Dawn Promislow > Proofreaders Katie Moore Robert Ronald ADVERTISING
ART > Art Director Nicolas Venturelli nventurelli@spafax.com
> Sales Director Steve O’connor soconnor@spafax.com +44 207 906 2077
> Designers Eva Dorsch Bernardita Espinoza
> Ad Production Manager Mary Shaw mshaw@spafax.com
> Contributors Marcelo Cáceres, Julie Carles, Oscar Chávez, Manuel Córdova, Gabriel Ebensperger, Gonzalo Martínez, Clara Prieto, Jorge Roa, Marco Romano, Mathias Sielfeld, Felipe Vargas
SPAFAX CONTENT MARKETING > President Raymond Girard > Content Director Arjun Basu
content on the go
20
august - september 2014
Airline Passenger Experience Association
3D Moving Map
Innovative product and service offerings for the in-flight entertainment and mobile world
Destination Guide
Kidz Discovery Map
The reviews are in… FlightPath3D “…is really great, heavily used and appreciated by our passengers. It is intuitive, entertaining, informative and innovative; a great step forward in our customer experience.” Peter Verheijde, Product Innovation Director, KLM Feedback from the recent Air France 777 service launch
“…it is the 3D map of the globe, one of the coolest I’ve seen on an aircraft, that steals the show, allowing you, with the flick of a finger, to zero in on a region or city – right down to street level.” Steve Dunne, Brighter Group, TravelWeekly, July 8, 2014 Review of July 4th Norwegian Air 787 flight
The FlightPath3D team would like to congratulate Norwegian Air on their 1 year anniversary of international service with their new 787 Dreamliner fleet featuring the FlightPath3D experience.
Want to Elevate your In-flight Experience? Contact us www.FlightPath3D.com info@FlightPath3D.com
The world’s most experienced Content Service Provider Celebrating 40 years
apex experience
Welcome
photo: anaheim convention center
This Issue
EXPO: The Main Event The Anaheim Convention Center was founded in 1967 by the Anaheim/Orange County Visitor and Convention Bureau (AOCVCB) – the largest destination marketing organization in Anaheim/Orange County. More than 1.1 million travelers visited the center last year, contributing $891 million to the $9.6 billion collected in tourism revenue. This year the APEX/IFSA EXPO will host 3,500 attendees and over 220 exhibitors with booths ranging from six to 504 square meters in size, taking between two hours and as long as four days to set up.
See the gallery at > apex.aero/Multimedia
august - september 2014
23
Visit us at apexifsaexpo.aero
EXPO Highlights Sunday 14 September 15:00 – 18:30 > EXPO Registration Anaheim Convention Center Foyer 17:30 – 19:00 > Welcome Reception Hilton Anaheim Hotel Lanai Deck Wine sponsored by Watermark Join us for appetizers and cocktails to kick off the EXPO. Say hello to your old friends, connect with colleagues and make some new contacts. You have the rest of the night on your own to continue your conversations and enjoy Anaheim. (APEX and IFSA Full Registrants)
Monday 15 September 07:30 – 18:00 > EXPO Registration Anaheim Convention Center Foyer 07:45 – 08:45 > Continental Breakfast Anaheim Convention Center Sponsored by Airbus 08:45 – 12:20 > General Educational Sessions Anaheim Convention Center Halls D & E Opening video sponsored by Global Eagle Entertainment The Education Day kicks off with the keynote address. Following the address will be mainstage sessions focusing on the passenger experience – with speakers from airlines, vendors and other industry specialists. (APEX and IFSA Full Registrants) 26
august - september 2014
10:30 – 11:00 > Networking Break Anaheim Convention Center Sponsored by Encore Inflight Limited & Sunberry Limited 12:20 – 13:20 > Lunch Anaheim Convention Center Ballrooms B & C (APEX and IFSA Full Registrants) 13:30 - 16:00 > Break-Out Educational Sessions Anaheim Convention Center Sponsored by Encore Inflight Limited -- Comfort & Ambience (211 A & B) -- Entertainment & Connectivity Content Focus (212 A & B) -- Entertainment & Connectivity Technology Focus (210 A & B) -- Catering & Services (209 A & B) (APEX and IFSA Full Registrants) Airline Passenger Experience Association
Follow us @theAPEXassoc #APEXEXPO
See the full schedule > APEXIFSAEXPO.AERO
16:15 – 17:15 > IFSA Annual General Meeting Anaheim Convention Center Room 209 A & B The annual membership meeting is held each year at the EXPO for the purpose of receiving the annual reports from officers, directors and committees, and for the transaction of other association business. Meet the Board of Directors, voted on by members prior to the EXPO. All IFSA members are strongly encouraged to attend and participate in the highly interactive discussion about the future of the industry and organization.
17:45 – 19:15
PHOTOS: ANAHEIM CONVENTION CENTER; APEX MEDIA
> APEX Awards Ceremony
16:15 – 17:15 > APEX Annual General Meeting Anaheim Convention Center Room 210 D 2015 EXPO preview video sponsored by Skyline IFE Limited The annual membership meeting is held each year at the EXPO for the purpose of receiving the annual reports from officers, directors and committees and for the transaction of other association business. Meet the Board of Directors, voted on by members online prior to the EXPO. All APEX members are strongly encouraged to attend and participate in the highly interactive discussion about the future of the industry and the organization.
Airline Passenger Experience Association
Anaheim Convention Center Ballrooms D & E Awards ceremony sponsored by Phitek, presentation and translation sponsored by Global Eagle Entertainment The industry’s best are awarded at the Passenger Choice Awards, recognizing the best airlines in passenger experience from ticket purchase to final arrival. The Avion Awards are distributed to airlines and/or vendors for their technological advancements and commitment to the passenger experience. The Lifetime Achievement Award will be presented to an individual whose long-term efforts, dedication and sustained commitment have supported the organization. This red carpet event will include hosted cocktails and hearty appetizers. (APEX Full Registrants and Paid IFSA Guests)
21:00 – 00:00 > IFSA Foundation Casino Night Hilton Anaheim Hotel California Ballroom Casino Night is a brand new fundraising event for IFSA Foundation this year. After dinner on Monday night, plan to stop by the California Ballroom for some fun, games, networking and drinks with your colleagues from 9 p.m. – midnight. Enjoy blackjack, roulette, poker, craps, Wheel of Fortune and 50/50 raffles! It’s a great way to win and raise money for the IFSA Foundation. (Ticketed event)
august - september 2014
27
Visit us at apexifsaexpo.aero
EXPO Highlights
14:00 – 16:30 > IFSA Chef’s Competition Anaheim Convention Center Hall B Product Sponsor: Clearwater Seafoods IFSA will once again offer a dynamic arena for the onboard industry’s most talented chefs from around the world to cook their way to the title of Best In-Flight Executive Chef. Each chef will be provided with a market basket of ingredients from which they will be asked to
Tuesday 16 September 07:30 – 18:00 > EXPO Registration Anaheim Convention Center Foyer 07:30 – 8:45 > Airline Breakfast Hilton Anaheim Hotel Avalon A (APEX and IFSA airline members only) 09:00 – 18:00 > APEX/IFSA EXPO Anaheim Convention Center Halls B & C The reason you came to Anaheim: the aviation industry’s foremost trade show with more than 250 exhibitors featuring the latest and most comprehensive display of airlinerelated technologies, products and services, organized into the core areas of Comfort & Ambience, Entertainment & Connectivity, and Catering & Services. It will be the most efficient use of your time and money. In attendance will be a large crowd of airline executives as airline members attend free! (Please refer to the APEX and IFSA websites for registration fees information)
28
august - september 2014
Airline Passenger Experience Association
PHOTOS: ANAHEIM CONVENTION CENTER; APEX MEDIA
12:00 – 13:00 > IFSA Lunch Anaheim Convention Center Hall B Sponsored by Campione D’Italia, Cuisine Solutions, Boulder Canyon, Eli’s Cheesecake Company, The Hershey Company (Ticketed event)
Follow us @theAPEXassoc #APEXEXPO
perform their culinary magic to produce an onboard-ready creation. As an added twist, each of the four selected industry chefs will partner with a local student chef, with a portion of the score going towards this working relationship between industry chef and sous chef. 21:00 – 00:00 > IFSA Hospitality Suite Hilton Anaheim Hotel Avalon In addition to the EXPO, attendees should take advantage of the IFSA Hospitality Suite for a relaxed networking opportunity. Meet fellow conference attendees and enjoy complimentary drinks and hors d’oeuvres. (IFSA Full Registrants; APEX attendees separate registration required)
Wednesday 17 September 08:00 – 18:00 > EXPO Registration Anaheim Convention Center Foyer 09:00 – 18:00 > APEX/IFSA EXPO Anaheim Convention Center Halls B & C (IFSA EXPO closes at 16:00) 12:00 – 13:00 > IFSA Lunch Anaheim Convention Center Hall B Sponsored by Campione D’Italia, LLC and Cuisine Solutions (Ticketed event)
Airline Passenger Experience Association
19:30 – 22:30 > APEX & IFSA Social Networking Event House of Blues Don’t miss an amazing opportunity to network with APEX and IFSA members! There will be a live band, dancing, food and drink, and the event will feature themed areas for some added fun. Transportation to and from the Anaheim Hilton will be provided. (APEX and IFSA Full Registrants)
Thursday 18 September 08:00 – 15:00 > EXPO Registration Anaheim Convention Center Foyer 09:00 – 17:00 > APEX EXPO Anaheim Convention Center Hall C august - september 2014
29
Visit us at apexifsaexpo.aero
Education Day: Monday 15 September
07:45 – 08:45 > Continental Breakfast Anaheim Convention Center Sponsored by Airbus 08:45 – 12:20 > General Sessions Anaheim Convention Center Ballrooms D & E Opening video sponsored by Global Eagle Entertainment 08:45 – 09:10 > Welcome & Introduction Pam Suder-Smith – President, IFSA Alfy Veretto – President, APEX APEX & IFSA Presidents welcome you to the EXPO! After a successful launch last year, APEX and IFSA are once again offering an integrated event where attendees can visit all exhibits during the full EXPO. That means more access, networking opportunities and a greater value for all attendees.
Laura Trevelyan – Anchor, BBC World News Laura will serve as the emcee for the morning’s general sessions exploring the current state of our industry as well as taking a look to the future to what it is we can expect for passengers. Explore technological changes, featured content, loyalty, social media, food and beverage, marketing and much more! 09:10 – 09:50 > Keynote Address – Airline Strategy & Focus on the Experience In this opening session, an airline executive will offer an overview of the airline industry exploring how their airline taps into the ever growing travel market, offers superior products and services targeted for specific regions and strives to ultimately excel the passenger experience. What unique and creative strategies are used? Are they successful? Explore from the passenger perspective.
09:50 – 10:30 > Aviation 360: How the “Internet of Everything” Changes Everything Howard Charney – Senior Vice President, Cisco In this engaging and thought-provoking talk, Charney will provide an overview of the emerging – and converging – technologies that are likely to transform aviation and many other industries over the next three to five years. These include advanced mobile communications; smart sensory networks; machine-to-machine communication; cloud and fog computing; Big Data; augmented, mixed and virtual reality; and even social media. Learn how the coming tsunami of capabilities and data will be transformed into information, knowledge and finally wisdom to inform and strengthen the aviation industry of tomorrow.
*schedule is subject to change 30
august - september 2014
Airline Passenger Experience Association
Follow us @theAPEXassoc #APEXEXPO
For the most up-to-date event calendar visit > apex.aero
> Breakout Tracks: 10:30 – 11:00 > Break Sponsored by Encore Inflight Limited and Sunberry Limited 11:00 – 11:40 > New Heights in Customer Service – Real-time Engagement in the Air and on the Ground Dimiter Zahariev – Manager, Passenger Experience Development, International Air Transport Association Travelers want, and should be able to interact with their travel providers anytime and anywhere during their trips. This is essential for the airline industry to best serve customers, meet and exceed their expectations, not only on the ground but in the air. For service providers, knowing the customer will open new opportunities for increased levels of personalized service and attention to their specific needs. The growing availability of airport Wi-Fi alongside connectivity in the air will give passengers a seamless experience and a number of valuable options: They will be able to receive real-time flight information, rebook, receive push notifications, order food and drinks, stream content on their personal devices, shop and connect with friends and family. Learn about IATA’s initiative of real-time connected traveler and vision of the future passenger experience.
11:40 – 12:20 > What Next? Ways to Drive Leadership & Excel the Passenger Experience Lee Silber – Motivational speaker and best-selling author Lee Silber is a dynamic speaker who will inspire as he discusses leadership, quick thinking and motivating others. More details to follow! 12:20 – 13:20 > Lunch 13:30 – 16:00 > Breakout Sessions Anaheim Convention Center 13:30 – 14:10 > Breakout Session #1 (A1, B1, C1, D1) 14:10 – 14:25 > Break Sponsored by Encore Inflight Limited 14:25 – 15:05 > Breakout Session #2 (A2, B2, C2, D2) 15:05 – 15:20 > Break Sponsored by Encore Inflight Limited 15:20 – 16:00 > Breakout Session #3 (A3, B3, C3, D3)
A. Comfort & Ambience Sit back, relax and enjoy the flight. Passengers demand comfort, whether on a short trip or a long-haul flight. How is our industry meeting passenger demands while keeping the bottom line in mind? Assess the multiple ways the industry is working towards meeting this desire by utilizing appropriate lighting and sound features, selecting not only aesthetically pleasing but also durable fabrics, installing comfortable seating and more.
B. Entertainment & Connectivity – Content Focus Now playing & coming attractions. Explore world-class entertainment options featuring the latest movies, TV shows, hottest games, in-flight publications and more. What do passengers desire? On which flights? What are the cultural differences? What about the content they bring with them? Take an in depth look at programming for the global audience.
C. Entertainment & Connectivity – Technology Focus Surfing the skies. Evaluate technologies that play a crucial role in bettering the passenger experience, not only for passengers but also for airlines and the multiple vendors involved in creating this experience. What is the status on mobile phone usage in-flight? How do regulations differ across the globe? Will closed captioning be a requirement in the US? Hear updates on these and other topics of interest.
D. Catering & Services
photos: apex media; ANAHEIM CONVENTION CENTER
What can I get you? Catering and hospitality is a fundamental element of the airline passenger experience. The in-flight meal options available vary widely between airlines and destinations of origin, and offer everything from a simple beverage to a seven-course gourmet meal. Hear from experts as they discuss the latest innovations and trends in onboard food products, equipment and services, as well as government agency updates from the FDA and the USDA as they help navigate the new legislation impacting the onboard services industry. Airline Passenger Experience Association
august - september 2014
31
Visit us at apexifsaexpo.aero
IFSA Exhibitors 4INFLIGHT INTERNATIONAL LIMITED
For up-to-date exhibitor listing, visit > apexifsaexpo.aero
Conway Import Co., Inc.
InCycle Cups and Global C
Mother Parker’s Tea & Coffee
D&F Marketing, Inc.
Intervine Inc.
Optimum Solutions
Delyse, Inc.
ITW Envopak
Orvec Americas
DFS, Inc.
Jeanie Marshal Foods
Palm Bay International
Dial Professional, a Henkel Company
JFK Office Supermarket, Inc.
PepsiCo
AUI
John Horsfall & Sons
Revere Packaging
B4 Products
Eli’s Cheesecake Co.
K&W Food Brokerage Services
Rip van Wafels
Bay Valley Foods, LLC
Flying Food Group
Kikkoman Sales USA, Inc.
RMT Global Partners
Bissell Big Green Commercial
France Delies Fresh Brew Coffee (a division of Fresh Brew Group, USA)
Long & Johnson Sales & Consulting, LLC
Sealed Air
Brown-Forman Beverages
Airmarket AMI AMKO Group International
Bunzl Distribution Campione D’Italia Foods, LLC Cambridge Security Seals CARC Industries/ Div. of Envision Unlimited Chelsea Food Services - United Airlines
Gategroup Global Inflight Products Go Picnic/ GP Concept Labs HACO Heineken USA Hoffman Group, LLC (The)
Marsan Foods Ltd. McGuire & Associates Mexcor International Wine & Spirits Michael J. Devine & Associates, Inc./ Gourmet Foods MillerCoors
Skysupply Snak Club, Inc. Sola Airline Cutlery B.V. - The Netherlands Stephen Gould Corporation Terinex Ltd. TydenBrooks Wessco International
PHOTOS: apex media
Classic City Bakeries
GAEC
Malton Inflight Asia Pacific
32
august - september 2014
Airline Passenger Experience Association
Follow us @theAPEXassoc #APEXEXPO
APEX Exhibitors ABS-CBN International Distribution Aero Vista Entertainment, Inc. Airborne Interactive Ltd. Airbus Aircraft Cabin Systems, LLC Amphenol Pcd APEX Media Arconics Arkena (formerly SmartJog) Armstrong Aerospace Astro-Med, Inc. Astronics Advanced Electronic Systems
For up-to-date exhibitor listing, visit > apexifsaexpo.aero
digEcor, Inc.
Intheairnet
SIE
Discovery Communications, LLC
Jaguar Distribution Corp.
Skeye Inflight Entertainment Inc.
Disney Studios Motion Pictures
Kapco Global
Skycast Solutions
DMD Phantom/Bluebox Avionics
KID-Systeme GmbH
Skyline IFE Ltd.
Eagle International Communication Co., Ltd.
Kontron
Sony Pictures Releasing
Latecoere
Spafax
Linstol
Stellar Entertainment
Live TV, LLC
STG Aerospace
Long Prosper Enterprise Company Ltd.
StoreBox Infight
Emphasis Video Entertainment Limited EMTEQ Inc. Encore Inflight Limited Ensemble Media/FlightBet Entertainment in Motion Eros International Media Ltd. Fairdeal Multimedia Pvt. Ltd.
Lufthansa Systems AG Lumexis Corporation Media on the Move Mills Textiles
AVID Airline Products
Flight Focus PTE Ltd.
AV-Jet International Media Co., Ltd.
Gala Global Inc.
National Geographic Channel Europe
General Dynamics
NBC Universal NHK Global Media Services, Inc.
BAE Systems
Global Eagle Entertainment (IFP, DTI, Row 44, PMG, AMP, IMDC)
BBC Worldwide
Gogo (Headquarters)
Bloomberg Ip
Gogo (Social Media)
Boeing Commercial Airplanes
GUE Tech
Bose Corporation
HBO
Breakaway International Media
HMG Aerospace
BUZZ
Honeywell
Cal Quality Electronics, Inc.
IFPL (Inflight Peripherals, Ltd)
Captive Entertainment Inc.
Imagik International Corp.
CarlisleIT
IMG Media Ltd.
Pilot Film and Television Productions Ltd.
CBS Studios International
Inflight Dublin, Ltd.
PPI Power, Inc.
Cinesky Pictures
Inflight Entertainment Products
CMI Media Management
Inflight Television International Ltd.
PressReader (formerly NewspaperDirect)
axinom
CNBC Cobham Antenna Systems Concept Development, Inc. Contentino Entertainment Pvt Ltd
Airline Passenger Experience Association
OnAir Pace Communications Panasonic Avionics Corporation Paramount Pictures Pascall Electronics Ltd. PATS Aircraft Penny Black Media Phitek Systems Ltd.
TEAC America, Inc. Telefonix, Inc. Terry Steiner International, Inc. Thales ThinKom Solution, Inc. Touch Inflight Solutions, Inc. Turner Inflight Services Twentieth Century Fox Film Corp/ Fox In Flight Ultramain Systems ViaSat, Inc. Video Technology Services, Inc. VT Miltope Warner Bros. Distributing Inc. Wcities Inc Western Outdoor Interactive (WOI) WL Gore & Associates Yomiuri-TV Enterprise LTD. Zodiac Inflight Innovations
Project Lambda
InflightDirect
Pxcom
Inmarsat Ltd.
Rockwell Collins
InSeat Solutions LLC
Saint-Gobain Performance Plastics
Interact Network, Inc.
TE Connectivity
august - september 2014
33
Social
apex experience
Visit us at apex.aero
APEX in Action Many joined us for the Technology Conference in Universal City, CA in April for education sessions, panel discussions and networking. APEX: where members connect, learn and create together.
1. Mark Reed, Inflight Peripherals and Emil Khalikov, Yost Capital Management. 2. Brandi Wilson, NBCUniversal. 3. Victor Hernandez, IFE Services and Christiane Ducasse, ISE. 4. Alan Molineros, Boeing and Danette Christine, Soundtrack Marketing. 1
2
3
5. Rick Schiller, AMP International and Michael Pearce, Post Modern Group. 6. Larry Iboshi, Imagik and Phil Brace, Pascall Electronics. 7. Victor Hernandez, IFE Services and Pierre Schuberth, Thales Avionics. 8. Phyllis Bagdadi, NBCUniversal; Lee Casey, Lumexis; and Julie Lichty, Panasonic. 9. Stuart Guest, Panasonic Avionics and Andy Hunt, Rockwell Collins ARINC.
4
5
See the gallery at > apex.aero /social
7
Do you have social photos that are fit to print? E-mail submissions to 8
34
9
august - september 2014
> editor@apex.aero
Airline Passenger Experience Association
photos: mehran torgoley
6
2014
APEX/IFSA | EXPO
Self-ation Preserv
Tools of the
A
Keep this magazine handy; its pages are packed with just about everything you need. Have you seen our city guide yet? Now you know where to go for that post-conference cocktail.
D
RECON
Take an hour when you land for a reconnaissance walk and get the lay of the land and conference center. It will save you a lot of panicked moments looking for things, like coffee.
E C
WATER
Now that you know where the bathrooms are, hydrate! Water will help mitigate the effects of all the alcohol you drank last night.
PACKING 101 A
STORAGE
No one should have to lug around accumulated swag all day long. Make friends with key vendors that will happily store your trinkets, saving those shoulders from unneeded burdens.
PROTEIN BARS
Food can be scarce and often unhealthy, so it’d be wise to keep a power bar up your sleeve. OFFICIAL SURVIVAL KIT
Come by the APEX Media booth and find out how to get your hands on our Conference Survival Kit, brought to you by Wessco. We’ll set you up right.
Pick up the APEX daily every morning. Make sure we didn’t snap a candid of you partying the night before, and then catch up on all the conference news. Download a business card app to help manage new contacts – you’ll never be short of “there’s an app for that” jokes while you’re shaking new hands.
vs
SWAG
TRADE
B
Don’t forget your swimsuit!
Plan tactical routes. The most direct path won’t necessarily aid you in avoiding well intentioned but talkative colleagues. A purposeful stride can get you from booth to hotel room for some much-needed alone time.
You wouldn’t want to miss an impromptu beach-party networking opportunity. Plus, the swimming pool or hot tub after a long day is always a delightful treat. (Sunscreen too!) B
Business cards.
STAY IN TOUCH
Business cards, business cards, business cards. Pack them all. C
Bring comfortable shoes.
D
Carry your phone charger with you at all times.
Especially if your company didn’t invest in padded carpeting for your booth. In fact, pack three of them: One for the booth, one for the briefcase, and one for the bedside.
E
?
Tweet to APEX at @theAPEXassoc or IFSA at @IFSAOnBoard
Wear layers.
Convention halls can feature many climate zones. You never know when you might end up sitting directly under an A/C vent.
Frankie Says, RELAX! SPA BLISS
HIT THE GYM
WAKE UP EARLY
Schedule it into your agenda like you would any other meeting – you deserve a bit of pampering after focusing exclusively on your clients, partners and suppliers for a whole week!
The hotel gym is your friend. Try to get there every morning or evening – it relieves stress and actually contributes to your staying power, even though it may not seem “relaxing” at the time.
Set your alarm 30 minutes earlier than you need to. You can get your act together and relax or, since you’re following our rules and suddenly work out in hotel gyms now, you can exercise for a full 25 minutes.
Have an EXPO related question or feedback?
#
Use the event hashtag #APEXEXPO to stay in the loop. Don’t know your retweets from your hashtags? Stop by the APEX Media booth for a crash-course on social media. The media team is here to help! Come see us in person at the APEX Media booth or APEX registration desk if we can assist you in any way. Email us editor@apex.aero, we always love to hear from you.
Sponsored by:
no interruptions
Possibilities of Connectivity. Made Easy.
From tracking to talking to texting. From mapping to movies to multi-region satellite TV. From any platform, anywhere, anytime. Connectivity is made possible with Honeywell’s suite of satcom solutions, including JetWave™ Ka-band hardware. Upgradeable software and hardware as seamless as the communications itself. Because no one has time for downtime.
Visit us at Airline Passenger Experience Association Expo at Booth #1822 For more information, visit aerospace.honeywell.com/satcom © 2014 Honeywell International Inc. All Rights Reserved
SUNSET LOUNGE K ARAOKE HARB
m i e h a n
A
VD OR BL
W e lc o m e to
Ca lifor ni a!
bro
adw
ay
A na h e i m (with
IN-N- OU T A NA H E I M B LV D .
Trader Sam’s
TRADER SAM’S
DISNEYLAND
Downtown Disney
H O us e o f B lu e s
g a R d e n wa l k
gaRden
Bowlmor A na h e i m
M O RT O N ’ S STEAK HOUSE
K AT E L L A
Hun tington Beach
PCH
1
RU B Y S
SURF CITY DINER
A na h e i m C o n v e n t i o n C e n
Take The 5 To The 22 To The 39 (Beach Blvd.) And Then R On Main
T H E B R U E RY
Bottle Logic bRewing
MUZEO
KEY
ANGELO’S DRIVE-IN
E AT I N G DRINKing AT T R A C T I O N S
The Ranch Saloon
MUSIC
S TAT E C O L L E G E
(with food from: Hans Homemade Ice Cream, Rolling Boil, The Kroft, Iron Press)
S TAT E C O L L E G E
a h e i m pa c k i n g d i s t R i c t
SHOPPING
ball road Noble Ale WoRks
wa l k
a R d e n wa l k
HONDA CEN TER HONDA CEN TER
T h e g r o v e o f A na h e i m
K AT E L L A
H O M E P L AT E
A N G E L S TA D I U M Center
sou th coast p l a z a , Costa Mesa The Block at O R a n g e
Comfort
apex experience
Total Temperature Control
Visit us at apex.aero
See more of our imagined climate control settings at > APEX.AERO/CLIMATE
I’ll Have Nunavut
Miami Hot Hot Heat
Abu Dhabi Desert Breeze
Vehicles have personal climate control zones, so why can’t aircraft? We examine the potential for individual temperature-controlled zones in-flight. by Tomás Romero | illustration Jorge Roa
Anyone who says airlines don’t have a sense of humor has obviously never experienced the barrage of phony press releases, online videos and tweets sent out by carriers for April Fool’s Day. Last year saw the widely touted “debut” of Virgin’s glass-bottom Airbus A320, and 2014’s crop of cheeky airline pranks was just as clever. Singapore-based airline, Scoot, promised in-flight Bikram Yoga, Southwest Airlines offered flights to Mars and Virgin trumped them all by partnering with home automation pioneers Nest to unveil a cabin concept they referred to as “Total Temperature Control.” Offering passengers the ability to control their personal climate from their seats with a selection of predetermined temperature settings ranging from “Cancun Afternoon” 36
august - september 2014
to “Chicago Polar Vortex,” the concept was highlighted in a comical YouTube clip featuring Virgin founder Richard Branson and Nest CEO and co-founder Tony Fadell. And though it was a joke, in light of the prevalence of multi-zone climate control cars, one has to wonder if the concept is really that far-fetched. We reached out to Josh Kornfeld, president of Seattle-based product and interaction design studio Tactile, for his thoughts on the subject. Kornfeld and Tactile consult regularly with Panasonic Avionics on technology-based “envisioning projects” that focus on the airline passenger’s travel experience. “The Virgin/Nest video is very well done [and] practically speaking, in first and business class seats, there
actually is enough room to do this,” says Kornfeld. But, despite heady industry chatter about heat sensitive seating fabrics and wearable technology that actually cools passengers down in-flight, Kornfeld says the biggest hurdle in rolling out personalized temperature zones in an aircraft right now is cost. “Federal Aviation Administration regulations and the massive legacy systems of most airlines are the largest barriers compared to the leaps in user experience design innovations seen in the consumer world,” says Kornfeld. “The requirements for a device to be flight worthy and producible on a practical level presents a huge challenge to manufacturers and the cost for airlines to retire old systems for new systems is monumental.” In other words, until things change, wear layers. Airline Passenger Experience Association
SEE COME AND
US AT
TH EXPO BOO
1830
Reliable Airborne Power
Applications for Pascall Power Solutions
High Power USB Satcom DBS TV Seat Actuation Pascall Electronics Limited Tel: +44 (0)1983 817300 Email: enquiries@pascall.co.uk
www.pascall.co.uk
Seat Displays Media Servers Cellular Comms Cabin Lighting AS9100 : REV C ISO9001 : 2008 ISO14001 : 2004
Comfort
apex experience
Visit us at apex.aero
Soothing Science
For more news on comfort visit > APEX.AERO/COMFORT
TravelLab aims to improve the air travel experience worldwide by testing activity prototypes designed to enhance passenger relaxation. by Nick Vivion
Mountain Pose
Standing Forward Fold
Tree Pose
Finavia
Warrior Two
Butterfly Pose
38
“Our goal is to create genuine experiences and evaluate real effect.”
august - september 2014
analyze specific ideas for consideration of ongoing implementation. TravelLab’s initial tests include an ongoing yoga and pilates series, a scenic Finnish photo backdrop for social media posts, “Taste of Finland” pop-up food and beverage outlets and educational classes with topics that include ‘the coffee of Finland.’ Each of the initiatives are tested for a short time frame, and then evaluated based on their impact on passenger experience. The most successful prototypes will be implemented permanently by the airport management company.
The ultimate goal of the passenger-focused tests is to prepare the airport for 20-million passenger arrivals by 2020, a Finavia spokesperson explained: “Helsinki Airport is Northern Europe’s leading transit airport, and through TravelLab, the particular goal is to serve international transit passengers. Helsinki Airport’s goal is to be the most popular transit airport between Asia and Europe.” The underlying drive is to provide a wholly individual airport experience that offers another reason to visit Finland – and quite possibly elevate the worldwide conversation about how airports can best exceed the evolving expectations of the air-going public. Airline Passenger Experience Association
Photos: FINAVIA
Five recommended Yoga Poses during waiting time
In a press release announcing the initiative, Ville Haapasaari, Helsinki Airport director at Finavia Corporation explains: “We do something with them, and then ask how it made them feel. Our goal is to create genuine experiences and evaluate real effect.” The first round of ideas came from a global group of travelers gathered by the Helsinki airport and Finnair, who were asked how the air travel experience could be improved, and from crowdsourcing through the Quality Hunters online community of international travelers. A multi-disciplinary group was then hired to follow through on the real-world rollout of ideas, and follow up with a ranking system that accounts for traveler feedback to
Illustration: Marcelo Cáceres
Helsinki could soon be the most relaxing and passenger-forward airport in the world since Finavia, the airport’s management company, rolled out an initiative dubbed TravelLab. The idea is to focus on true improvements to the travel experience not by simply asking travelers what they want, but by trying out new projects or activities and evaluating them according to passengers’ immediate reactions.
ADVANCED ELECTRONIC SYSTEMS
Ambience
apex experience
Visit us at apex.aero
light blue
Flying Colors Aircraft lighting systems have become highly programmable and inexpensive, and can be easily integrated to influence passenger well-being and support branding campaigns. by Katie Sehl illustration Manuel Córdova
There’s hardly been an airline ad that doesn’t showcase a bright and shiny aircraft interior. And while most of us are focused on the newest tangible amenities, such as lie-flat seating, PED-enabled in-flight entertainment (IFE) options and celebrity chef-inspired airline meals, we’re overlooking what many consider to be an airline’s game-changing feature: interior lighting. Tangible amenities are important, but they’re also costly – and over time these features start to lack distinction from one airline to the next. Comparably, colored interior lighting offers airlines a cost-effective opportunity to set their cabins apart and to strengthen their brand. Virgin America was the first airline to tap into the potential of mood lighting in 2007, and they’ve since found so much success with their signature purple palette that they’ve become a case-study for brand image. During his keynote at Tucon 2013, Tibco Software’s CEO, Vivek Ranadivé, used Virgin’s brand strategy as a model, encouraging delegates to “find their purple lights.” Icelandair found similar success more recently with their destination-themed “Northern Lights” lighting campaign. But Virgin America and Icelandair are only a few standouts in an industry that has yet to realize the full potential of using interior lighting to extend their brand and improve the passenger experience. Beyond improvements in LED efficiencies and weight maximization, lighting systems have become more complex and inexpensive – promising a more seamless 40
august - september 2014
6am - 8am
8am - 12am
12pm - 2pm
violet hue
bright blue
direct light
clear morning
balanced brunch
midday match
The crisp color of early morning resets our circadian rhythm. Eat a hearty breakfast and get some sunshine to maximize alertness.
This is when we hit our mental peak for the day, so best to focus on any cognitive work during this period.
We become most sleepy after meals and around 2 p.m., so you may want to follow up that lunch with a short siesta.
integration and offering highly functional tunable options with an array of colors that reach into the millions. Many airlines have been toying with light color to enhance the psychological perceptions of passenger experiences onboard. Illuminating a cabin with blue-rich white light during boarding makes the cabin interior look larger, fresher and cleaner. Warm amber hues during meal service not only evoke the ambience of a candlelit restaurant, but they also make food – and the people eating the food – look better. Other airlines
use lighting to mimic a daily light cycle, moving from rosy sunrise tones in the morning to silver-midnight blues in the evening. The popular use of tunable lighting to stage different cabin-related events, such as boarding and meal service, opens the door to pairing lighting with event-themed promotions. According to Ed Callahan, director of global business development at Emteq, it’s only a matter of time before airlines realize this potential: “Anecdotally, Emteq’s talked about event-based lighting with a variety of different customers, whether Airline Passenger Experience Association
apex experience
Follow us @theAPEXassoc
Ambience
For more news on ambience visit > APEX.AERO/AMBIENCE
2pm - 4pm
4pm - 6pm
6pm - 10pm
warm light
fiery evening sky
twilight
incandescent afternoon
golden hour
discreetly dusk
Our body temperature is at it’s highest at this time, and this is an ideal time to engage in light activity.
This is the peak time of day for strenuous exercise or demanding physical exertion.
Enjoy a small dinner and socialize. This is the best time to drink alcohol as it has the least negative effects on the body. Avoid blue lights.
the purported effects of colors in-flight: amber: Mimics candlelight, creating a restaurant ambience and makes passengers look better. blue-rich white: Makes passengers alert and makes cabins look cleaner, fresher and larger. purple: Said to reduce stress levels. red: Studies have shown that red is the best color for night lights, having the least negative effect on mood and sleep patterns.
Source: “The Peak Time for Everything,” WSJ.com
it be the FIFA World Cup, the Olympics, Christmas or a national holiday.” And event-themed lighting is only the beginning: “One idea that we’ve kicked around at Emteq is using lighting to put further focus on an airline’s advertising partners, enabling airlines to extract more revenue from their partners for putting more emphasis on their message.” It’s easy to get carried away with the potential for glitz and glam in cabin lighting, but as Deborah Burnett, health and wellness design authority, points out, in many cases Airline Passenger Experience Association
lighting falls short of providing for passenger well-being. “Right now, color-changing cabin lighting is still in the gimmick phase and many airlines have little idea of how to use the tool effectively,” Burnett tells us. There’s an industry-wide disconnect between nighttime cabin light color and our biological needs. Ironically, mood lighting that imitates the sun’s cycle by moving from rosy sunrise to midnight blue tones is actually the exact opposite of what our brain needs to help us relax and sleep. “Although we perceive natural moonlight as a cool
blue-rich white light, the brain receives the actual spectral content of natural moonlight which is dominated by red light [reflected off the moon from the sun], ” says Burnett. Taking physiological concerns into account when considering interior lighting options may seem to limit marketing potential, but for Burnett it’s actually a missed opportunity. “Any airline willing to cut out the glitz and embrace the real circadian science behind color-changing light has a tremendous opportunity to not only improve their passengers’ visual experience, but to develop marketing messaging points which tout the real health benefit from a circadiancorrect cabin experience.” And with the number of health-conscious consumers on the rise, bringing passenger well-being into the spotlight has its own share of marketability. august - september 2014
41
Connectivity
apex experience
Visit us at apex.aero
Manifest Destiny Airline and tourism boards partner up for new destination-marketing campaigns. by Katie Sehl illustration Mathias Sielfeld
The ash cloud produced by eruptions from Iceland’s Eyjafjallajökull hung over Europe for nearly a week in 2010, forcing roughly 20 countries to close their airspace, affecting more than 10 million passengers and resulting in the highest level of air disruption since World War II. The eruptions promised to be a disaster for the travel industry, especially for Icelandic tourism, but the country maintained regular visitor numbers throughout their high season – and even saw an increase in tourism in October.
2013 Top International Tourism Destinations: International tourist arrivals France > 83.0 million (2012) United States > 69.8 million 3 Spain > 60.7 million 4 China > 55.7 million 5 Italy > 47.7 million 6 Turkey > 37.8 million 7 Germany > 31.5 million 8 United Kingdom > 31.2 million 9 Russian Federation > 28.4 million 10 Thailand > 26.5 million 1
The impressive feat of saving Iceland’s tourism industry was the result of a unilateral effort between the government of Iceland, “Promote Iceland,” the City of Reykjavik, Icelandair and Iceland Express, and close to 80 other companies in the tourism industry. The global travel industry took notice. Tourism Malaysia’s “Visit Malaysia” campaign sought to boost the country’s position as the 10th most popular tourist destination in 2012, and was on track to draw 28 million travelers in 2014. Malaysian Airlines supported this campaign with fare sales and cross-promotion – until the disappearance of MH370, at which point the entire campaign was shelved out of respect for the families of the missing passengers. The Canadian Tourism Commission, the government of BC, Tourism Vancouver,
“Despite occasional shocks, international tourist arrivals have shown virtually uninterrupted growth.”
2
42
august - september 2014
the Vancouver Airport Authority and China Southern Airlines joined in 2011 to bring 44,000 Chinese travelers to Canada annually, generating $72 million for Canada’s economy. Airline and tourism board partnerships are proving powerful. With China recently claiming top rank as the largest tourism source market in the world – spending $129 billion last year – partnerships between government tourism boards and airlines are an effective way to reach this new wave of tourists. Singapore Airlines and Singapore Tourism Board have announced plans to develop new products and experiences tailored to specific markets, including China. The plan will build on their “Singapore Stopover Holiday” campaign that successfully marketed tour packages to European visitors. Destination marketing-based alliances are taking off, and with the whole travel industry vying for Chinese tourist dollars, China might want to start some destination-based campaigns of their own.
Inbound tourism by mode of transport in 2013
1,087 million
25 million
1950
228 million
1980
53%
528 million
1995
Air
2003
40% Road
5%
Water
2% Rail
Source: “Tourism Highlights, 2014 Edition,” World Tourism Organization (UNWTO)
Airline Passenger Experience Association
Entertainment
Channel Power Brands, TV networks and airlines are creating their own custom channels, but do passengers see this as shameless self-promotion or worthwhile entertainment? by Tomás Romero illustration Gabriel Ebensperger
Hollywood studios and TV networks have long been airing branded content on in-flight entertainment (IFE) channels, and British Airways’ recent launch of a dedicated HBO channel has delivered the concept of “binge watching” award-winning HBO series like Girls and Game of Thrones to passengers throughout the UK. But lately, edgy Internetera upstarts like Virgin America’s Boing Boing TV and Funny or Die’s slate of “Mile High with Funny or Die” clips are joining the fray as well. Some branded channels, such as GoPro Network, have performed so well in the air that they’re now pursuing more traditional ground-based distribution. 44
august - september 2014
apex experience
Though the trend seems to be growing, the potential for passenger backlash from viewers who feel they are being sold to rather than entertained is an ongoing concern – especially in today’s social media-savvy world where authenticity rules. “As with other digital media, there is always the danger where branded IFE may alienate [passengers] by providing ... too much advertising,” says Stathis Kefallonitis, founder and president of branding.aero. Kefallonitis cautions that “brand-overinformation” can create a “noisy, unpleasant experience” that is often reflected back on the airline brand. “From our experience it seems airlines are using brand affiliations as a way to differentiate their IFE content,” says Michael Garrity, senior sales manager at National
Visit us at apex.aero
Geographic Channels Network International. “With the volume of content available on aircraft, well known entertainment brands are another way for passengers to quickly find content they want to see ... [and] instantly get an idea of what a program will be like just by seeing the brand associated with it.” In today’s global economy, cool, unique brands know no boundaries. In fact, Kefallonitis says that in most cases, passengers actually prefer watching branded IFE content from brands they perceive as being different. “Whether branded IFE channels will continue to be popular relies on their ability to stay current,” Kefallonitis cautions, adding that it’s important to remember that “the viewer is in the position of control [and] he/ she can easily switch or turn off channels!”
“Well-known entertainment brands are another way for passengers to quickly find content they want to see.” Michael Garrity
Read the full article online at > APEX.AERO /BRANDEDIFE
Airline Passenger Experience Association
Entertainment
apex experience
Famous Flyers
Visit us at apex.aero
See our favorite retro airline ads at > APEX.AERO/RETRO
Celebrity endorsements have been a popular marketing tactic since the days of radio. When well-known faces, voices and even abs align themselves with a product or service, fans often follow. by Jenn Wint
and Sports Illustrated swimsuit models, the airline is getting attention from both fans and critics. Their lighthearted ads showcase the airline as fun and relevant, and their method of spreading a marketing budget over numerous B-list celebrities instead of one member of the Hollywood elite shows a sense of humor and a willingness to appeal to wider audiences. Opting to go A-list for their high-profile commercial campaign during the 2012 Summer Olympics, United Airlines enlisted Matt Damon, whose soothing voice speaks with authority as it rises over the music of the London Symphony Orchestra. He follows the leads of both Gene Hackman and Robert Redford, who lent their famous voices to the airline’s previous campaigns. Damon’s voice may take a few listens to recognize, but the familiarity draws customers in, setting the ad apart thanks to the actor’s elite celebrity status. A notorious plane fanatic, actor John
Travolta is ambassador-at-large for Qantas, a relationship that includes extensive training and piloting his own Boeing 707. This partnership is mutually beneficial as it supports Travolta’s hobby, while lending his star power to the brand. Jackie Chan was named ambassador for Embraer Executive Jets, an endorsement that the company hopes will help to boost sales in China. Surprisingly, given Asia’s star-obsessed culture, celebrity endorsements don’t appear to be popular with Asian airlines. Malaysia, Singapore, Hong Kong and Japan Airlines have featured in-flight meals designed by celebrity chefs for their first and business class passengers, but promotions featuring well-known musicians and actors haven’t yet gotten off the ground. For now, these airlines have decided to cultivate a level of service that focuses on quality experience, not Hollywood flare.
photo: CORBIS
In today’s digital landscape it seemed unclear whether traditional star-studded endorsements – like Orlando Bloom for British Airways or Miranda Kerr with Qantas – could retain their appeal. But American Airlines raised the bar for celebrity-backed advertising recently when they featured Neil Patrick Harris alongside Gregory Peck and Julianna Margulies beside Grace Kelly in a retroinspired campaign depicting the luxury that accompanied travel in 1953, when the airline began transcontinental service. Classic shots illustrate the glory days when air travel was a privilege only afforded by the successful and smartly dressed. This ad series asserts that although airline travel is now widely accessible, the same high standards of service apply. Air New Zealand’s celebrity lineup is best described as eclectic. From Lord of the Rings hobbits, Richard Simmons and Snoop Dogg to Betty White, Lindsay Lohan
46
august - september 2014
Airline Passenger Experience Association
THE ORIGINAL HIGH PERFORMANCE COMPOSITION LEATHER Anything else is a compromise
SAVE WEIGHT SAVE FUEL SAVE TIME SAVE MONEY
ULTRA HIGH PERFORMANCE COMPOSITION LEATHER MADE WITH REAL LEATHER FIBRE. NATURALLY
Reduced fuel burn, reduced maintenance costs, improved cabin design and branding from a sustainable technology. To discuss your upholstery and cladding programme requirements call +44(0)1733 843 939 or email: aviation@eleathergroup.com
www.eleathergroup.com
Connectivity
apex experience
Affiliate Links
Visit us at apex.aero
For more news on connectivity visit > apex.aero/connectivity
Marketers capitalize on airline audiences with innovative affiliate partnerships, and the introduction of AT&T into the connectivity game is likely to spur new co-brand campaigns. by Jenn Wint
For many of us there are not enough hours in the day. It’s rare that we get the chance to sit down and relax, indulge in a movie or read a book, but our time in-flight is just that. Passengers are essentially confined to one seat with limited stimuli to keep them entertained, and marketers have quickly recognized their opportunity to target an audience who, quite literally, can’t get up and walk away. Affiliate marketers are too innovative to simply cycle passengers through a series of ads. They know they need to engage their audience in order to provide them with the opportunity to make immediate purchases. Delta Air Lines partnered with eBay during the 2011 holiday season, giving passengers 30 minutes of free Gogo Wi-Fi service to
Turkish Airlines’ Invest on Board program offered start-ups in Istanbul an opportunity to pitch their companies to a broad audience of potential investors. The program allows passengers to scroll through promotional videos of hand-picked start-up companies and invest in them on the spot. This opportunity is available only to business class passengers, an ideal audience for start-ups looking for funding.
48
august - september 2014
Tesco appealed to busy passengers with a virtual grocery store at Gatwick Airport. Purchases were then delivered directly to your home.
Competition between companies generally results in better service for consumers, so the imminent introduction of AT&T into the in-flight Wi-Fi market, relieving Gogo of its relative monopoly in the US, should please many travelers. This new carrier will no doubt spur brand partnerships and purchase incentives for travelers looking to be kept occupied until their airplane hits the runway – a win-win for both marketers and passengers. Airline Passenger Experience Association
photos: tesco; turkish airlines
Invest on Board
access the eBay website, encouraging customers to complete their Christmas shopping while in-flight. Daily deals and free shipping incentives allowed eBay to make this an offer that was hard to refuse. Qatar Airways trialed a similar incentive offline by offering passengers vouchers when purchasing items from their duty-free catalogues. Kraft capitalized on a hungry audience when they presented passengers with “Breakfast from Heaven” on a series of JetBlue flights, where meals are not complimentary. “Angels” in white tuxedos delivered the new Philadelphia Cream Cheese product Kraft was launching. With not much else on their plate, passengers were willing guinea pigs and dove into the free meal.
Wow! I look good.
Visit us at booth #1012 Contact: Harry Gray hgray@imsco-us.com
ZODIAC INFLIGHT INNOVATIONS AIRCRAFT SYSTEMS Entertainment & Seat Technologies
Connectivity
apex experience
< back |
Visit us at apex.aero
menu | my favorites | most popular apps
log in | sign in
App High, Down Low
Read the full article online at > APEX.AERO/AIRLINEAPPS
Using your smartphone to help you travel seems sensible, but trawling through your app store only ends in brain-ache: Instead of a fine wine, you’re offered dozens of vinegar varietals.
Top Ranking Airline Apps for iPhone 1
by Jordan Yerman
2
Fly Delta
available near my gate. Do I need to get food before I go through security?” Hadfield says, “I’ll never use an airline specific app, since I don’t have that level of loyalty to any one airline yet. Though I will search for flights on Kayak, I use the mobile app mostly for hotels.“ Baumgartner’s travel app of choice is Passbook, which comes pre-installed on the iPhone and does one thing: manage tickets. From that platform, other developers have designed and built add-on apps, which help the customer instead of continuing to saturate the market. Hadfield, an Android user, wants an app to manage his myriad loyalty-card numbers: “When I get to the desk I can just load up my app and give it to them.” For now, Hadfield considers Google Maps his go-to travel app: “Even without a net connection you can still pre-cache maps of cities and navigate that way.”
3
4
United Airlines
American Airlines
5
6
US Airways
Alaska Airlines
for iPad 1
2
Fly Delta 3
United Airlines 4
American Airlines 5
Lufthansa 6
Emirates
Air Canada
Source: Apple App Store
photo: getty images
It’s too bad there’s no app to filter through air travel apps, since there are many duplicate programs out there. Airline, airport, taxi and transit apps are all limited to narrow slices of information and are unable to talk to each other. Scott Hadfield, developer and technical co-founder of HelloPretty laments, “Most of them tend to over-promise and under-deliver.” Marc Baumgartner, co-founder and design director at Codename Design, sees this phenomenon a lot: “There’s a kind of conceit that it’s the first time an idea has been conceived. It leads to a lot of people wading into pretty crowded waters (or skies).” An ideal travel app would show flight status, while also alerting passengers to airport security delays or transit advisories. The user interface should be friendly to one-handed use so passengers can multitask while putting their shoes back on. Baumgartner adds, “Sometimes I want to know what’s
Southwest Airlines
50
august - september 2014
Airline Passenger Experience Association
apex experience
Follow us @theAPEXassoc
Services
Reinventing Retail Pop-up retail shops in the terminal surprise the frequent passenger with a new encounter, allow brands to trial new marketing initiatives, and improve the overall airport experience. by Maryann Simson | illustration Marcelo Cáceres
As the global trend of pop-up retail – a term coined in 2004 to describe short-term or transient shops – continues to gain popularity, it’s no surprise that busy airports are also adopting the strategy. International hubs like Amsterdam Schiphol and Singapore’s Changi Airport were among the first to try it out, but new airports and brands are hopping on the bandwagon daily. Independent brands often opt for a pop-up strategy to save on overhead expenses, whereas luxury brands might want to test out a new market or use the shop as a marketing tool. In 2009, a shipping container appeared on a busy Hong Kong street and lowered its sides to reveal a retro diner-style Hermes scarf shop, while e-commerce giant Amazon has opened temporary shops all over the world in recent years. If a brand breaks the rules somehow, it creates a stir and people take notice. The consumer who participates gets an exciting, spontaneous experience, and
Top Four Airport Pop Ups Often paying high rent for floor space, pop-up shops in airports lend themselves more to deep-pocketed brands and merchandise that is tricky to price match. 1. London Heathrow 3. Copenhagen Airport February 2014 May 2014 UK clothing, accessories L’Oreal Paris opened and gifts brand Cath a 12 week pop-up Kidston opened a store within an existing pop-up concept at T5 Heinemann Duty Free designed to resemble Location to promote a baggage claim a facial cleansing device belt. Heathrow says and luxury the retailer used the skincare brands. experiment to refine 4. Frankfurt Airport its offering at a new June 2014 permanent T5 location. Heinemann Duty Free 2. Madrid Airport and French luxury May 2014 food brand Fauchon World Duty Free Group created a pop-up store and Toblerone’s pop-up within an existing in Madrid’s Terminal 4 Heinemann location spurred an increase in to promote and sell sales of the chocolate. signature macarons.
the brand benefits from positive word-ofmouth buzz. Phillip Adcock, managing director at leading UK shopper research firm SXBL, thinks this type of consumer novelty and brand impact is unlikely to be achieved by a pop-up storefront in an airport terminal. “Based on our evidence, more than 70 percent of shoppers travel only once a year. So unlike in a local setting, everything at the airport appears new and different,” he says, adding that even in consideration of that statistic, around 90 percent of foot traffic through an airport fail to enter any type of shop at all. Pop-up retail in airports is not going anywhere soon, but we may be fooling ourselves if we think that passengers, or even brands, are the big winners. “Pop-up retail is a great way of both generating revenue and selling additional space,” he says. “So whether or not pop-up retail works, the trend is continuing because of the revenue stream it offers landlords.”
How Passengers Shop
Less than
More than
Only
5%
of airport footfall visited the duty free shops
Of those that did visit, most had planned to do so
Less than
20%
visited on impulse
70%
of airport footfall only travels by air twice a year (1 trip out and 1 back)
65%
of shoppers said that they bought from airports because they thought items were cheaper
78%
50%
of visitors to the main duty free shop buy anything
of adults wear corrective eyewear. But at the airport, less than 30% had glasses on (so many can’t read prices or label information)
Shoppers spend, on average, twice as long shopping a category in an airport compared with more traditional retail outlets Women more likely to make a purchase than men
When the same products are located on both the gondola end and in an aisle, more sales come from the aisle. End displays act more as a category signpost and brand builder than for directly selling product: Contentious but true!
Based on SXBL research in European and Asian airports
Airline Passenger Experience Association
august - september 2014
51
Reliability. On-demand.
PAVES™ On-demand from Rockwell Collins is the industry’s most reliable
Smooth user experience
and versatile in-flight entertainment system. With all content cached at the
Designed for single aisle
seat, single-point system failures are eliminated. A flexible design offers an overhead broadcast solution, a full on-demand in-seat entertainment solution or any configuration in between. And easy upgradability provides system owners with cost-effective options. Enjoy the performance. Visit us during APEX, exhibit 1000.
rockwellcollins.com © 2014 Rockwell Collins. All rights reserved.
Easily upgradable True high definition
Follow us @theAPEXassoc
apex experience
Happy and They Know it
Services
For more news on services visit > APEX.AERO/SERVICES
If you’ve traveled recently through London Heathrow or Sea-Tac International, checked into a Turkish Airlines flight or dropped by an Emirates lounge, you may be familiar with HappyOrNot’s customer satisfaction meters. by Maryann Simson
HappyOrNot is currently working with more than 50 airports and airlines to help them collect, organize and make use of instant feedback from passengers as they move through the airport terminal. This year, the company predicts that it will double that number. “We have a very strong focus on the airport/airline industry at HappyOrNot. Our services provide integral metrics for improving the passenger experience by allowing airports to really measure their service performance every day,” says Todd Theisen, executive vice president for sales and business development at HappyOrNot Americas. “We believe that there are at least 2-3 operations in every airport in which performance should be monitored.” For the passenger, HappyOrNot has made giving feedback incredibly easy. In strategic locations throughout the passenger terminal (immediately after security, in the washroom, at the check-in counter) passengers are presented with a simple prompt like, “Please rate your security experience today.” To answer, the person need only press one of four smiley face buttons displaying a range of emotions from happy to sad. Data collected can help take the guesswork out of service performance control by monitoring and measuring strategic changes for improvement. “On average, between 15-35 percent of passengers traveling through airports that use HappyOrNot are giving their feedback on travel experience,” says Theisen. “In some cases, even more than 40 percent. Because the service is so approachable, easy to use and quick, the variety of passengers who are willing to give their feedback is very broad, from teenagers to the elderly.” London Heathrow, one of the first aviation customers to implement this solution, has already received nearly six million responses. Other customers to sign up recently include SAS (in lounges) and Greenville Spartanburg International Airport in the US. Theisen also believes that as airlines explore new ways to edge out the competition, we could soon see feedback terminals implemented onboard.
Airline Passenger Experience Association
For the passenger, HappyOrNot could not have made giving feedback much easier.
august - september 2014
53
Services
apex experience
Checking in to Cloud Nine
Visit us at apex.aero
Read the full article online at > APEX.AERO/SKYHOTEL
Etihad’s new A380 program has the industry abuzz: The Residence suites have captured international media attention, defining “hotels in the sky” as the latest in in-flight hospitality. by Marisa Garcia
Creating a Hotel in the Sky How do you make an aircraft cabin feel like home? American Airlines started by changing their vocabulary: Airline industry = Hospitality industry Galley entry = Lobby bar Seat number = ID panel Lie-flat seat = Bed Passenger = Guest Business class seat = Business class suite Seat back = Headboard Cabin = Lounge environment
A private, multi-room onboard residence to rival the hotel experience, complete with your own private butler: Is this a clever marketing ploy, or the next step in the seamless passenger experience? “Hospitality branding” is a growing trend among many leading airlines. American Airlines, for example, referred to themselves in the context of the hospitality industry during a recent interview. Even Scandinavian Airlines, when discussing their new interiors, stated they wanted to provide their customers with a hotel-in-the-sky feel. Mike Crump of Honour Branding, the brand experts behind Etihad’s revolutionary Residence suites program, explains that the 54
august - september 2014
project began with “a strong ambition from Etihad to be the best in the world.” He notes that Etihad thought of itself less as an airline and more as a hospitality brand. “In our early thinking,” Crump says, “we thought, how would a hotel approach the design of a cabin interior? The customer research at the start of the project clearly demonstrated that customers think about their cabin environment in relation to their homes, hotels and restaurants they frequent.” The question is whether airlines adopting the hotel-in-the-sky marketing strategy will put their brand at an advantage. Is this a fad, or is the hospitality-industry philosophy destined to remain in the air?
Teague, who proudly tout their status as the “original design consultancy,” have handled a wide range of projects, both mainstream and luxury, and believe that Etihad’s vision may have significant value: It sets an example that others will want to emulate, even on a smaller scale. “In the current landscape ... it’s impossible for airlines to deliver on the promise of a ‘seamless holistic journey.’ This hotel-aircraft model solves the problem by eliminating the seams altogether,” says principal brand strategist Devin Liddell.
Airline Passenger Experience Association
Lounges
apex experience
Visit us at apex.aero
Elite Oasis Exclusive airline lounges have proven to be a sought-after setting for luxury brands looking to make an impression on passengers with sponsored product. by Tyler Dikman | illustrations Gonzalo Martínez
P
icture yourself striding down a long, moving walkway in a vast airport terminal. As you travel forward, you may notice large billboards enticing you to purchase wonderful new products to satisfy your desires... or do they? Advertising everything from vacations for the kids you don’t have to the business solutions you don’t need, these ads merely contribute to sensory overload in a busy terminal. Contrast this with the environment of an airport lounge –
56
august - september 2014
an oasis of tranquility beyond the hustle and bustle of the concourse. Within these sanctuaries the hyper-trained eye may notice product advertisements and promotions subtly placed in the background, fitting in seamlessly as part of a carefully planned experience. Whether it’s relaxing with a glass of fine wine or enjoying complimentary salon and spa treatments, the modern lounge invites flyers to partake in a grand experience. Only it’s not just a grand experience; it’s a brand experiment. >
Airline Passenger Experience Association
Follow us @theAPEXassoc
Airline Passenger Experience Association
apex experience
Lounges
august - september 2014
57
Lounges
apex experience
Visit us at apex.aero
In an environment of uncertainty, the airport lounge stands out as a bastion of comfort.
an integrated experience
58
august - september 2014
Photos: qantas; American express
As it becomes increasingly difficult to attract people’s attention to traditional media, savvy brands are refocusing their spending and exploring opportunities to appeal to higherend travelers with an all-encompassing, integrated experience that leaves the consumer feeling satisfied but not satiated. While tremendous advancements have been made within the aviation industry, there are still remarkably few guarantees in air travel itself. Even the most seasoned travelers are unable to avoid nuisances caused by unpredictable weather or unscheduled delays. In such an environment of uncertainty, the airport lounge stands out as a bastion of comfort. And as such, it’s become an increasingly critical battlefield for carriers looking to distinguish themselves from competitors. Whether approaching the lounge’s gatekeeper with a membership card or first-class boarding pass, travelers can stroll in knowing full well what to expect: From soothing showers after that 10 hour red-eye flight to delicious bowls of hot noodle soup to activate taste buds during an unreasonably long layover. Depending on a flight’s length, travelers may spend as much time in an airport lounge as they do on an actual airplane, which provides brands with a valuable window of opportunity to make a favorable impression. > Airline Passenger Experience Association
thales-ifec.com
Powerful innovation and performance Everywhere it matters, we deliver
FRIENDLY EXPERIENCE Intuitive interaction
AWARDED DESIGN Android™ system
SUPPORT EVERYWHERE Personalized service 24/7 worldwide
After 15 years, our passions remain the same – delight the passenger – take care of our airline customers. Powerful innovation and performance. This is why more than 70 world airlines put their trust in Thales. Android™ is a trademark of Google®, Inc.
Lounges
apex experience
Visit us at apex.aero
Finnair teamed up with Marimekko to incorporate Finnish design elements within their lounges, a great example of how established brands can be integrated within the airport environment.
marketing in context
Nothing makes more sense to a tired traveler than a rejuvenating spa treatment. 60
august - september 2014
Airline Passenger Experience Association
PhotoS: FINNAIR; Virgin Atlantic
With so many premium passengers congregating in these dedicated spaces, brands are given room to furnish the loungers’ experience with their product or service. Lounge branding works particularly well when the products involved fit within the overall scope of the airport experience. When Hewlett-Packard showcased their tablets in the Air France lounge, they were able to promote their latest and greatest technology to a business decision-makerfocused group. And after getting off a transatlantic flight, nothing makes more sense to a tired traveler than, say, a rejuvenating spa treatment. Let a passenger experience the height of pampering at the British Airways lounge’s Elemis Spa, and you can bet the brands used, or discreetly displayed, will remain etched in her mind. BMW’s sponsored spaces, containing specially designed furniture and artwork within the Air Canada Maple Leaf Lounge, is another excellent example. As a worldrenowned luxury automobile brand, BMW reaffirms Air Canada’s stature as a high-end household name by association, and in turn, Air Canada allows BMW to promote their brand to a select group of high-value passengers in an exclusive setting. This is a trick that no arbitrarily targeted billboard could ever manage. >
Innovating the Tablet-Friendly Cabin™ Skycast Solutions is your ally in the tablet revolution. We provide our airline customers with low cost but high impact IFE solutions. Whether you require a complete supplied portable IFE program or seek an innovative tablet holder for your customers' own tablets, Skycast is your partner in creating a Tab-Friendly Cabin™.
Introducing the most capable portable IFE device available. A powerful Windows® tablet for stand-alone or server/Wi-Fi Integration. Sophisticated user-interface including multi-tasking. Seamless Wi-Fi integration with onboard server or internet connection. Early Window movies, TV, Xbox® games, music, maps, and much more.
TabCaddy™
Complete program management available.
The TabCaddy™ product line provides the ultimate solution to provide passengers a safe and comfortable way to use and view their personal devices. The patent-pending designs support all sizes of personal devices (PEDs) – from smartphones to 10.1” tablets.
TabCaddy™ BarGrabber
Visit us a t APEX Anaheim - Booth 420
TabCaddy™ High Pocket
For any seat with a sliding tray and exposed tray bar.
Custom integration with seat-back.
Supports all size tabs securely.
Support all sizes of tabs and cases securely.
Multiple positions for recline and optimal viewing.
Smooth 'one-finger' operation to change viewing angles.
Frees entire tray for food and beverage.
Frees entire tray for food and beverage.
Branding and advertising options.
Custom branding and optional changeable advertising buttons.
skycastsolutions.com | 1-855-487-2988
Follow us @theAPEXassoc
Lounges
apex experience
Great Escapes LoungeBuddy.com’s Top 5 1. American Express Centurion Lounge at Dallas Fort Worth International Airport (DFW) Complimentary cocktails with five-star chef prepared Tex-Mex buffet; gratis spa treatments and luxurious shower rooms. 2. Turkish Airlines CIP Lounge at Ataturk International Airport (IST) Billiards table; music room with a theater screen and La-Z-Boy style chairs; Austrian bistro; carrera racing. 3. Qantas First Lounge at Sydney International Airport (SYD) Complimentary spa treatments including facials, massages and foot and leg wraps; eight luxurious marble-lined shower rooms; and a silent room called The Library. 4. Cathay Pacific The Wing Lounge at Hong Kong International Airport (HKG) The First Class section of the lounge offers private “cabanas” which include a bathtub, shower and day bed. 5. Star Alliance Lounge at Los Angeles International Airport (LAX) Includes an outdoor terrace with a fire pit overlooking the Hollywood hills where guests can relax and socialize.
BELOW: The Qantas Lounge at Sydney International Airport was designed by Qantas creative director Marc Newson, and includes a day spa, restaurant, library, private work suites and more.
Editors’ Picks: Unexpected Finds 1. Air Canada Maple Leaf Lounge at Winnipeg James Armstrong Richardson International Airport (YWG) Features local materials and art, with a Manitoba Tyndall limestone fireplace at the heart of a kitchen style eating area. Fantastic views of the Cesar Pelli designed airport. 2. Departure area at Capitan Corbeta CA Curbelo International Airport (PDP) Not a lounge per se as it’s open to all passengers, but has a great “scene” with vacationing Brazilian and Argentinian socialites around the circular bar. Very glam. 3. Delta Sky Club at Salt Lake City International Airport (SLC) Enjoy free snacks, local micro brews and Wi-Fi within lodgeinspired interiors while you take in the view of the mountains. 4. Passport Club at Savannah Hilton Head International Airport (SAV) Use any airline club card to enter this lounge, which offers only basic amenities but it’s definitely heavy on southern hospitality.
Photos: qantas; Brian Losito
5. Aeropuertos VIP Club at Carrasco International Airport (MVD) Fast Forms service enables speedy Customs form completion, plus there’s a business center and showers, all within the Rafael Viñoly designed terminal.
LEFT: Air Canada’s Maple Leaf Lounge at Winnipeg James Armstrong Richardson International Airport features artwork by local artist Wanda Koop, in addition to decor details inspired by the region.
Airline Passenger Experience Association
august - september 2014
63
unr
iva
o p t i m a r e s . c o m
YOUR SPACE.
a c u m e n - d a . c o m
led
bus ine com ss for cla t, p ss wit riv acy h and out c om sea pr td ens omise ity
Follow us @theAPEXassoc
luxury product placement Lounge product placement not only offers brands the opportunity to reach a target demographic more meaningfully than traditional media would, it’s also more costeffective for both the advertiser and the airline. Rather than stocking up on generic supplies, lounge operators can make a much more favorable impression by going all out with high-end brands. For supplying these products and services – a nominal expense – brands benefit from the ability to maintain a unique presence in the airport. A tremendous example of this takes place within the confines of American Airlines’ Admirals Club, which hosts regular wine tastings featuring exclusive vineyards. Brands are more than willing to pay for the opportunity to showcase their products to an exclusive clientele, and by forming complementary partnerships a carrier can easily distinguish itself among a vast sea of competitors.
See LoungeBuddy’s Top 10 Lounge list at > APEX.AERO/LOUNGES
Lounges
apex experience
Exclusive lounge experiences are so critical for premium passengers that airlines are now rushing to create even higher tiers of exclusivity. value-enhancing amenities The airport-lounge industry is rapidly growing, and the competition to create the most relaxing and value-enhancing lounge continues to heat up. In addition to providing passengers with frequently requested amenities like comfortable seating, high-speed Wi-Fi connections and attentive staff, lounges distinguish themselves further with spa-like showers, well-designed business centers and sumptuous food offerings. Providing passengers with optimal choices to make the most of their airport experiences is paramount, and several lounges that have come closest to achieving perfection in this arena are the Virgin Atlantic Clubhouse at LHR, for making one feel like a celebrity in the well-equipped space, the Turkish Airlines CIP Lounge at IST for providing everything you could ask for in a lounge and more, and Cathay Pacific’s The Bridge at HKG, for their top-notch, high-end design and Zen-like ambience.
Exclusive lounge experiences are so critical for premium passengers that airlines are now rushing to create even higher tiers of exclusivity. Whether it’s Lufthansa’s well-documented first-class only terminal at Frankfurt, or Emirates’s separate floor for first and business customers at Dubai’s T3, airlines can offer their luxury brand partners an even more posh environment to showcase their wares to discerning customers.
moving forward Open-air terraces, lush green flora and an emphasis on natural sunlight are just some of the countless developments taking place as lounge operators seek to provide a healthier balance for passengers before or after long periods of confinement in airplanes. As a gathering spot for premium travelers, the airport lounge is more than a space to wait for a flight; it is a venue for these passengers to relax and be productive, and brands that make a favorable impression will certainly come out ahead.
Loungers of the Future By exposing mobile-friendly travelers to a premium product today, carriers can potentially create a new crop of premium passengers for tomorrow. The successful integration of mobile technology – and the real-time information it provides – will allow current and prospective premium passengers to find the lounges closest to them, determine which lounges
Airline Passenger Experience Association
are busiest and discover the range of amenities each lounge provides. This approach, which has already proven to be successful in early applications, will allow carriers to provide a more personalized and customized experience to fit the needs of each individual traveler, with the added benefit of enhancing the airport experience for new premium customers.
august - september 2014
65
Q&A
apex experience
â&#x20AC;&#x153;
Coming from a completely different background, armed only with the love and passion for movies, I am proud of building up this new division.
â&#x20AC;?
66
august - september 2014
Visit us at apex.aero
Q&A
apex experience
Follow us @theAPEXassoc
Jackie Sayno Director – Acquisitions Encore Inflight Limited
photo: JACKIE SAYNO
Jackie joined Encore Inflight Limited over three years ago to launch the English and European movies distribution division. She travels nine months out of the year covering festivals and markets, searching for the next best films to share with airline passengers all over the world.
To read Jackie’s full Q&A, please visit us online at > apex.aero /JackieSayno
Airline Passenger Experience Association
D
id you choose the airline industry or did it choose you? It chose me. Four years ago, I was in Hong Kong attending an aromatherapy course, and Encore was a start-up company looking to extend their in-flight movie offerings to include English and European languages. I have always been passionate about movies, from when I was really young, and it sounded like an exciting opportunity and a challenge I could not refuse. Fail-proof travel tip? Travel with a smile and positive attitude: You’d be amazed how much easier it is to get an upgrade on a flight, a bulkhead seat, an early check-in, a nicer hotel room, the lovely perks. Everyone spends long hours behind a service desk; a smile and a compliment go a long way to make the work enjoyable. The achievement you’re most proud of? Launching the English and European language movie distribution for Encore Inflight. Coming from a completely different background, armed only with the love and passion for movies, I am proud of building up this new division. I started with offering five titles to 10 airline clients in the first year
to offering 50 titles to more than 70 airline clients today. Top three films of all time? There are too many to choose just three, but these would be a start: Star Wars (1977), Crouching Tiger, Hidden Dragon (2000) and Akira (1988). You wouldn’t be where you are today without: Curiosity and a quest for knowledge. Growing up in Hawaii it is very easy to allow yourself to be content with the island lifestyle, but I realized there is so much more the world has to offer. Best airline-industry acronym? EATCHIP: European Air Traffic Control Harmonisation and Integration Programme.
august - september 2014
67
Catering
apex experience
Super Market in the Sky Carriers worldwide are using food in innovative ways to enhance their brand messaging and appeal to a new class of diners. by Jason Kessler | illustrations Marco Romano
I
n 1955, Air France had a problem. They were launching their first Boeing 707s and they had to find a way to set themselves apart from the rest of the international carriers. Their solution? Focus on something the French were already known for: food. Soon, magazines had full-color ads featuring sumptuous seven-course meals of pheasant pâté, lobster and fresh French cheese. Other ads showed movie stars like Gregory Peck and Jimmy Stewart smugly enjoying the fine wine and food aboard Air France’s intercontinental flights with looks that said: “I’m a movie star and even I’m impressed.” This messaging emphasized that your Air France flight was going to be elegant and delicious – and definitely worth the massive price tag. More than 50 years later, airlines are still using food as a marketing tool, but these days they’re thinking well beyond colorful magazine ads and adding to their customer base with a whole new menu of marketing ideas.
chefs up top The easiest way to dazzle passengers with onboard culinary programs these days is to enlist the help of a
68
august - september 2014
celebrity chef. Back in 1988, American Airlines convened their first “Chefs’ Conclave,” where outside chefs were enlisted to help improve the in-flight meal service that had unfortunately become fodder for just about every stand-up comic around. Today, “What’s the deal with airplane food?” has turned into: “Was this dish really designed by Nobu Matsuhisa?” In the case of Qatar Airways, the answer is yes. In fact, the names of wellknown chefs can be found on carrier menus all over the world, from the long-standing relationship of Neil Perry with Qantas, to Delta’s ongoing collaboration with Michael Chiarello and Michelle Bernstein. To see the next iteration of this trend, look no further than Etihad. The United Arab Emirates’ national airline doesn’t just take recipes from well-known chefs up in the air with them: They’re taking actual chefs onboard. These in-flight chefs come with experience in fine-dining restaurants and five-star hotels, and they’re cooking live for first class passengers based on whatever the guest wants to order. At this point, it’s not much of a stretch to imagine in the near future some clever marketer is likely going to combine the trends and convince Wolfgang Puck to personally man an omelet bar at 35,000 feet. >
apex experience
Catering
august - september 2014
69
Catering
checking in, please While well-known chefs carry a certain cachet, so do restaurants and hotels. Recognizing this, some airlines have begun to partner with iconic culinary brands to get extra mileage out of the synergy created. These alliances form for a variety of reasons, from promoting a new route to creating a connection for the airline’s home city to recruiting a targeted type of passenger. Hong Kong-based Cathay Pacific has been at the forefront of this practice for the past few years, partnering in 2014 with the Ritz-Carlton Hong Kong’s Michelin-starred Tosca restaurant for passengers in first and business class, while their budget subsidiary Dragonair currently offers authentic regional cuisine on select routes from local Cantonese specialist Xin Dau Ji. They had previously served menus from the JW Marriott’s Man Ho, and Taiwanese favorites Ji-Pin-Shuan and Chinese Sky Restaurant.
apex experience
Visit us at apex.aero
that emphasize their New York address, like a pork chop from a producer in the Hudson Valley. Call it farm-to-sky, if you will. According to Mark Maynard-Parisi, senior managing partner of Blue Smoke Enterprises, it’s a perfect pairing. “I think the Delta Business Elite customer is pretty much our customer,” he says. “If we can get into the conversation and really have them feel like we are an important part of their New York trip, that is a goal that we really hope to achieve.” >
farm to sky
photos: dragonair; qatar airways
In February, Delta got in on the game by rolling out a partnership with New York’s acclaimed Blue Smoke BBQ on flights between JFK and Heathrow. Guests in their Business Elite section – roughly 75 per day – get to enjoy barbeque prepared not in an airport catering kitchen, but right in Blue Smoke’s Battery Park City restaurant, thereby limiting quality-control issues. Moreover, passengers traveling via JFK are truly getting a sense of place through the dishes themselves, which feature products
Renowned chefs and restaurants are teaming up with airlines to offer premium catering to first and business class guests.
70
august - september 2014
Airline Passenger Experience Association
Stay connected at: blog.lsgskychefs.com
Get a
360° vieW of our world
We’ve broadened our portfolio to provide you with an even more complete range of services. Get the edge in passenger satisfaction – put our expertise to work for you. There are plenty of good reasons why LSG Sky Chefs is the worldwide market leader. Together, the possibilities are endless.
Catering
apex experience
Visit us at apex.aero
photos: Qantas; Dragonair; Cathay Pacific; gettyimages
ABOVE: Qantas CEO Alan Joyce with chef Neil Perry. ABOVE RIGHT: The Dragonair menu designed by Xin Dau Ji features 28 favorite Hong Kong dishes. RIGHT: Chef Heston Blumenthal and British Airways brand ambassador Tracey Lanjopoulos celebrate World Tourism Day on September 27, 2012 in Cape Town, South Africa.
72
august - september 2014
Airline Passenger Experience Association
Catering
apex experience
Follow us @theAPEXassoc
What tastes best in air? Umami, apparently. Up in the air our tasting senses are tingling – or “numbing,” that is. As a result of desert-dry cabin conditions, high-altitude pressure and excessive noise levels caused by jet engines and loud talkers, we lose a reported 30 percent of our ability to taste. All might be forever bland for hungry air travelers if it weren’t for umami, the recently acknowledged “fifth taste” after salty, sweet, sour and bitter that due to its unique properties, not only resists the taste-dulling pressures inflicted upon it in flight, but also boosts the palatability of other flavors. So next time you’re flying, look for umami-rich options like asparagus, tomatoes, mushrooms, fish, shellfish, cheese, spinach, celery, soy sauce, Worcestershire sauce or green tea.
#feedme
photo: Cathay Pacific
It’s not just about what’s being served on planes. Smart airlines are using food as a marketing tool.
Airline Passenger Experience Association
Recently, one of the most innovative tie-ins with local brands came from Virgin America, which teamed up with San Francisco cult ice-cream maker Humphry Slocombe for a social media campaign that allowed passengers to select the carrier’s new signature ice-cream flavor by tweeting a vote using individual hashtags for the flavor they wanted. It worked. Starting March 4, 2014, the airline debuted the brown butter and blueberry-tinged #ButterByMoodlight that captured 53.8 percent of the total vote. Since they’re the only airline headquartered in Silicon Valley, “it simply made sense to invite our social-media fans and flyers to vote via a hashtag for their favorite flavor,” says Virgin America corporate communications spokesman Sean Harris.
prime time cooking It’s not just about what’s being served on the planes, though. Smart airlines are using food as a marketing tool in the media too. The general public’s informed interest in what they eat has skyrocketed with the popularity of food television and social media. Carriers are taking advantage of this by inserting themselves directly onto prospective passengers’ TV screens.
The ever-popular Top Chef series (both the American and Canadian versions) have featured specific challenges relating to cooking on a plane for Continental (now United) and Air Canada, while Air New Zealand followed the same path with The Great Food Race. British Airways not only appeared on famed chef Heston Blumenthal’s Mission Impossible program, they also incorporated his findings on the importance of umami, the so-called “fifth taste,” into their entire menu. American Airlines went even further with fullbrand integration during a complete season of the Food Network’s Next Iron Chef.
local goes global While French food may have been the cuisine par excellence in 1955, today’s specialized local food is, ironically, a global phenomenon. Air France may have figured it out over 50 years ago, but the same truth holds now as it did then: A carrier’s culinary program can be the differentiating factor between one airline and the next. The carrier that best figures out how to make that point to the public is sure to be rewarded with increased revenue, and that means airline-food marketing isn’t going anywhere but up. Now, where’s Wolfgang Puck with that omelet...? august - september 2014
73
Q&A
apex experience
â&#x20AC;&#x153;
I try to maximize time with my team because I strongly believe in the performance benefits of a highly motivated and inspired work group. 74
august - september 2014
â&#x20AC;?
Visit us at apex.aero
Q&A
apex experience
Follow us @theAPEXassoc
Ingo Wuggetzer Vice President Cabin Strategy, Innovation & Design Airbus
photo: Peter Gallina
Ingo is responsible for the design and innovation of Airbus cabins. He was previously the GM of Cabin Development and Product Innovation for Lufthansa’s in-flight products. He has served various roles at Airbus, such as leader of Aircraft Asset Management Group and senior manager in the Corporate Strategy Department where he was responsible for fleet strategy decisions and business cycle management.
To read Ingo’s full Q&A, please visit us online at > apex.aero /IngoWuggetzer
Airline Passenger Experience Association
W
hat´s the one item you can’t travel without? An iPad. I enjoy it and use the freedom over the clouds to scribble and note conceptual things, which is difficult to do in normal life. What does your typical workday look like? I try to maximize time spent with my team because I strongly believe in the performance benefits of a highly-motivated work group, and it’s fun for me to inspire people. Recently a major focus was on the A350 XWB – we designed the Cabin Vision in 2006 and finally revealed it for the first time in the flight-test aircraft MSN2. We realized this by a consumer-driven approach: Starting with market research capturing passenger and airline needs, then transforming this into inspiring concepts and developing it with our partners. So it’s about identifying the right topics and setting challenging targets, being creative and providing fresh ideas that create valueadded solutions in a contemporary design, and implementing it with state-of-the-art technology. I was very pleased to see the first A350 XWB passenger flights in June: From vision to reality. As it happens, there is also administration in my daily work... Biggest challenge you’ve overcome in your work? The biggest challenge I had within Airbus was definitely the Customer Definition Centre
for A350 customization needs. My job was to develop a concept and to realize the building within only a year and a half! This became even more challenging when we decided to select an old 4,000-square-meter aircraftproduction hangar to convert into a fancy loft with a high-tech definition area that can accommodate at least two airlines in parallel. Thanks to a great team, we were able to deliver on time, under cost and over quality! We added an extra “wow” factor by incorporating some innovative design solutions that were rated as overwhelmingly positive by guests at the official inauguration in April this year. The career path you considered but never followed? Actually, I considered two other career paths. One was to become a chef, which I practice all my life. At least my family, friends and I enjoy it! The other one was to become an architect or designer. I am more than happy with how my life developed, as I could influence and create design solutions within my last position at Lufthansa Product Management, and continue to do so in my current role at Airbus. Last place traveled – for fun? I recently went with the whole family to the most beautiful land on earth (as my 4 kids say). It’s in Billund and called LEGOLAND!
august - september 2014
75
Enabling the Connected Cabin LITEflight速 HD Assemblies
Octax速 Connectors
LOOK FOR US AT
APEX 2014 Gigabit Data Cables
Sept. 15-18 Booth: 1331 ANAHEIM, CA
Carlisle Interconnect Technologies designs and manufactures easy-to-install, cost effective solutions for the integration of next generation in-flight entertainment and connectivity systems. Our solutions are simple in concept, lightweight and combine full electrical and structural integration. CarlisleIT continues to offer effective, efficient system installation solutions that stand up to the rigors of in-flight and ground operations.
www.CarlisleIT.com | 800.458.9960
apex experience
Follow us @theAPEXassoc
Branding
Designing the Destination Customer-first developments are transforming airports into curated experiences for the discerning traveler, as hyper-local marketing campaigns prove that the destination itself is the brand story.
photo: JCDEcAUX AIRPORT
by Nick Vivion
W
ith Samsung’s recent splash surrounding the branded takeover of an entire terminal at Heathrow, airport marketing has finally come of age. Brands realize the unprecedented cultural reach offered by airports, and airport managers are eager to boost the profit-driving revenues of food, beverage and retail by focusing less on the sanitization of experiences and more on the uniqueness of the place.
Most importantly, passengers are demanding more. From art installations to local products, it’s no longer enough to have a generic gift shop and fastfood court seeded by familiar brands. Travelers expect a true experience that reflects the airport’s location. In the increasingly globalized competitive environment for airport selection, airports must step up and meet these expectations through technology, choice and customer service. >
See our feature story on airport lounges > page 56
Airline Passenger Experience Association
august - september 2014
77
samsung splashes out with heathrow takeover The latest example of branded spaces in airports is by far the boldest brand move in airport history – and definitely the riskiest. Samsung paid out handsomely – of course, the terms weren’t disclosed – to take over the busiest terminal in the world, Heathrow’s Terminal 5, and rename it “Terminal Samsung Galaxy S5.” The branded takeover includes every single digital sign in the terminal, in addition to ranks of hands-on Galaxy handsets at the terminal’s Dixon Travel store. Samsung UK and Ireland vice-president of corporate marketing Russell Taylor told the press that Samsung is “always looking for ways to maximize brand impact and this activity [is] a one-off opportunity to push the boundaries like no other brand has been allowed to do before.” Certainly, the boundary pushing has made waves across all trade, tech and mainstream press, providing a PR boost beyond the in-airport activation. The sheer amount of media was likely worth whatever the no-doubt exorbitant fee was, as this sort of mainstream buzz is incredibly difficult to manufacture. 78
august - september 2014
apex experience
The true value as far as branded spaces in airports are concerned is much more tenuous. Will Samsung sell more handsets as a result? Will the international nature of the terminal provide a larger marketing ROI, as the messaging reaches more cultures at once? Or will travelers be weary of a branded assault on their senses as they pass through Terminal 5 and be imprinted with negative sentiment for the brand? These questions remain unanswered but highlight the inherent marketing advantages of placing a product or brand within the multicultural context of an airport. The global consumer base walking past each store is wholly unique to airports, and near impossible to replicate anywhere else. More brands are catching onto this heretofore undervalued “captive audience” in a mobile consumer culture, with many eagerly watching the results of Samsung’s risky experiment.
branded food and beverage defines destinations Even as an international audience creates a globalized demographic mash-up, travelers are increasingly hungry for expanded food
Visit us at apex.aero
and beverage (F&B) options in transit. This desire for culinary diversity has collided with the increased interest in hyper-local foods to create a new push towards airport offerings that provide a sense of place to travelers. In fact, even on-the-pulse food-media outlets like Eater curate airport dining guides that highlight the local editor’s preferences for where to eat in the local airport. This trend extends from Austin to Singapore, as airports create specific-todestination F&B. Austin focuses on Tex-Mex with Nuevo Leon and BBQ with Salt Lick, while Ray Benson’s Roadhouse goes one step further, offering not only local food but also live music to create a fully immersive experience reflective of the airport’s location. Another stellar example of in-airport destination experiences comes from the Munich Airport, where they not only have an on-premise Biergarten called Airbräu, but also an enormous central courtyard that variously plays host to ice-skating, Bavarian curling, live musical entertainment and a Winter Market – all of which create an “only in München” experience, which begins right at the airport. > Airline Passenger Experience Association
photo: Afroditi Krassa Studio
Branding
apex experience
Follow us @theAPEXassoc
photoS: Afroditi Krassa Studio; AIRBRÄU
LEFT and ABOVE: The Perfectionists’ Café in London Heathrow Terminal 2: Where you can get fantastic food… fast.
ABOVE RIGHT: Interior designer Afroditi Krassa was inspired by The Perfectionists’ Café menu of signature British dishes, and also iconic film and TV references such as Catch Me if You Can and Mad Men.
Branding
The unique global consumer base walking through airports is nearly impossible to replicate.
The Airbräu at Munich Airport is the only airport brewery in the world and is well-known for its craft beer offerings. It also serves Bavarian treats and features live entertainment.
Airline Passenger Experience Association
august - september 2014
79
Branding
apex experience
Visit us at apex.aero
Passengers now become targets for more interaction, both in the moment and in the future, which allows for enhancement and investment in the airport retail environment. Similar to the Samsung example, brands can use airports to plant branded seeds in the minds of a globally mobile consumer. There are plenty of other top merchandising concepts being rolled out worldwide, showing that the competition is truly fierce on a vast scale. As savvy travelers begin to choose transit airports according to amenities, it is especially important that airports move away from the “fish in a barrel” mentality to attacking the realities of a global competitive marketplace. The emerging technology is soon to be deployed in airports around the world, with technologists at SITA Lab testing the beacons’ application in the real world. The company has also created a registry that allows beacons deployed from different retailers to be tracked all together – particularly in a bid to ensure no disruption to existing communication channels.
Airport F&B is also extending into the high-design space, competing not only with other airport restaurants but also with in-city restaurants to become a destination in its own right. Case in point: chef Heston Blumenthal’s Perfectionists’ Café, also in Heathrow (Terminal 2), which has been designed to reflect some of the heyday of air travel through a vintage 1960s style. Designed by Afroditi Krassa Studio, the handsome space of marble, dark timber, brass and leather also includes two claims to “airport firsts:” liquid-nitrogen ice cream and an open-plan wood-fired oven. Another example of the destinationinfluenced culinary selection comes from San Francisco International Airport (SFO), where nearly 100 percent of the F&B outlets 80
august - september 2014
are somehow connected with the region, whether based there or originated nearby as independent operators, and the offerings reflect the culinary tastemaking that the Bay Area is known for. From the Burger Joint to the Dogpatch Bakehouse and Caffè to Fung Lum, eating at SFO is much like eating out in the nearby area. The takeaway here is that airports are now walled-off cities with a guaranteed customer base, protected from the vagaries and whims of distracted urbanites. Yet these outlets face an increasingly discerning air traveler who expects attractive design, quality food and appropriately priced offerings more reflective of a competitive city. In fact, the airport’s location is essential in defining the brand, as the destination is the brand in travel.
ibeacons to bring new meaning to “branded spaces” The reality of airport retail is challenged by the fact that the foot traffic is often hustling from one gate to another, without much time to stop and shop. The promise of new technologies, such as the small iBeacons that connect passengers to digital information specific to that beacon’s location, is that they can extend the airport experience beyond the in-person, in-transit experience.
the centurion lounge by american express An exclusive lounge is perhaps the ultimate in branded space, as offering a wholly original experience is much easier when controlling all variables. American Express has nailed its demographic with the series of exclusive lounges popping up in airports across the US. The highly differentiated lounge brand includes gourmet food and drinks from local chefs, Internet access and a refreshingly modern aesthetic that truly creates an oasis amid the chaos. It might actually re-inject romance and luxury into the travel experience. Exactly on-message for American Express, each lounge reinforces the company’s carefully tailored brand positioning – even to those who are only walking past. By leveraging a global brand within the multinational stream of an airport environment, the company will develop many high-value fliers into ever-more fierce and loyal customers. It could be that these customer-first developments are finally ushering in the true golden age of travel – shattering the anonymous sameness of tepid travel that defined the past two decades, and building a casually engaging, site-specific and wholly captivating new world order for airport transit. Airline Passenger Experience Association
photo: American Express
The Centurion Lounge by American Express is marketed as “your destination between destinations,” offering complimentary and locally-inspired food, wine and drinks to members.
Application development specialists for in-flight entertainment and communications systems. Our software is installed on hundreds of aircraft and used by thousands of passengers every day in every corner of the world all in their own languages. Applications we have developed allow passengers to view their location on the map, watch on-demand video & audio, play games, go shopping, reserve a hotel, car or just browse for information all from 30,000ft. Established in 1998 with development facilities in Chichester, UK and Lake Forest, CA and a team of over 40 experienced developers we provide unrivalled expertise in the IFEC industry. Meet us at the APEX 2014 EXPO Booth 900.
14-07-21 9:08 AM
Apex 1-2 Hor.indd 1
#903 VISIT EMTEQ @ APEX | BOOTH
BETTER LIGHT MAKES EVERYTHING BETTER From feeling safe and secure to enjoying the food, better cabin lighting influences passenger perception of the entire flight experience. Often at a fraction of the cost of other system upgrades, LED lighting positively impacts every single passenger.
Expect More from EMTEQ â&#x20AC;&#x201C; Small business service with big company expertise.
emteq.com
Marketing
apex experience
Visit us at apex.aero
Target Practice Personalized ad targeting is an effective marketing strategy, but are airlines treading the line between caring and creepy with customized in-flight ads? by Samantha Shankman Illustrations Felipe Vargas
Follow the author on Twitter > @SAMSHANKMAN
84
august - september 2014
A
d targeting is the future of in-flight advertising: It gives airlines the opportunity to increase revenues by providing better engagement and reach for advertisers, and provides flyers with relevant content based on their habits and preferences. Most travelers today are accustomed to ad targeting whether they realize it or not. It’s the reason why after searching for a flight to Miami, ads with special airfares and hotel rates seem to follow them around from Facebook to news sites. Online ad networks and search hubs like Google are tracking the topics users enter and the ads they click on with the promise of delivering advertisers’ messages to those most interested in hearing it. Airlines advancing into the marketing game are giving in-flight advertisers the opportunity to send specific messages not only to a customer who has shown interest in the topic before, but to one who is idly passing time on a flight. As Victoria Day, spokeswoman for aviation group Airlines for America, sees it,
“Expanding revenue from the marketing and sale of optional services benefits consumers because it enables airlines to keep fares lower than they otherwise would be and can enhance the customer experience by offering products tailored to their interests.”
how it works Advertisers pay top dollar to in-flight entertainment (IFE) suppliers and airlines for the chance to send targeted ads to travelers who have time to spare at 30,000 feet. One example of this is a recent partnership between Panasonic Avionics, an IFE supplier for airlines like United Airlines and Singapore Airlines, and digital ad tech firm MediaShift that resulted in an ad platform that generates ancillary revenue for carriers by creating a direct ad path to travelers. Once signed up for a Wi-Fi session, a website’s regular ads will appear for one second before being replaced by a targeted ad served through the in-flight Wi-Fi and entertainment system. The ads appear both on seatback screens and flyers’ personal devices. > Airline Passenger Experience Association
apex experience
Marketing
photo: credits, photo credits
Follow us @theAPEXassoc
Airline Passenger Experience Association
august - september 2014
85
Marketing
apex experience
Cool or Creepy?
We challenge you to guess which of these targeted marketing examples are true and which are false.
1
5
Near Minneapolis, an angry father visited the local Target store to complain about the baby-related flyers his teenaged daughter was receiving. Based on her customer profile, Target had given her a “high pregnancy prediction score.” After receiving Target’s apology, the man went home to find out his daughter was in fact pregnant.
2
Paull Young thought he was having a bad day after falling off his Citi Bike in the rain on his way to work in New York City. After noticing Young’s disgruntled tweets, one which described how his khakis were “all messed up,” Citi Bike collaborated with J.Crew to have pants delivered to him at his office.
3
Lauren Jones thought her boyfriend was getting ready to pop the question after finding targeted engagement ads on his unclosed Facebook account. When time passed with no proposal, she dropped a few hints about having seen the ring ads. Misunderstanding her confession, her boyfriend came clean with one of his own: He’d been buying jewelry for another woman.
After landing at Montréal–Pierre Elliott Trudeau International Airport, Jean-Marc Beaupré was surprised to receive a geo-targeted mobile message welcoming him to Montreal and offering him a coupon for a local taxi service.
6
When the travel-booking website, Orbitz, found that visitors who accessed their website on Mac computers were 40 percent more inclined to book a 5-star hotel and to spend an average of 30 percent more on hotels than other visitors on other computers, they adjusted their search results to display more expensive listings on page one for Mac-using visitors.
Visit us at apex.aero
8
Fans at the Coachella Music Festival were in for a shock this year after receiving tweets from unknown accounts suggesting bands to listen to. The marketing company responsible tracked tweets tagged with #coachella through Twitter’s “Nearby” location feature and applied an algorithm to predict music recommendations based on a users’ previous tweets.
7
A local Porsche dealer toured an affluent neighborhood in Toronto with an art team, stopping to park and photograph a brand new Porsche in each homeowner’s driveway. On site they created and handdelivered the personalized flyers, featuring the image of the Porsche tantalizingly captioned with: “It’s closer than you think.”
4
As a part of British Airways’ “Know Me” customer service program, front-line staff are given iPads and encouraged to build dossiers of the airline’s high-profile flyers – including using the Google Images app so that they can easily recognize passengers when they enter the airport and first class lounges.
1. True / 2. True / 3. False / 4. True / 5. False / 6. True / 7. True / 8. False 86
august - september 2014
Airline Passenger Experience Association
Follow us @theAPEXassoc
Advertisers can engage on-the-go consumers through videos, app downloads, lead generation and other sponsored opportunities, and then reinforce their messaging throughout the entire Internet session via display ads and interstitial videos. According to MediaShift president Brendon Kensel, targeted ads achieve higher click-through rates, which increases the value of advertising. He says the company’s technology currently reaches 25 percent of all in-flight passengers in the United States – but bound by non-disclosure agreements, he is unable to confirm the names of the company’s airline partners. MediaShift, which also deploys its technology at over 5,000 hotels in North America and in many of the largest US airport Wi-Fi networks, says it has never received a complaint about ad targeting.
Airline Passenger Experience Association
apex experience
Marketing
what consumers seek Travel-industry analyst Henry Harteveldt boils consumers’ concerns down to the type of information being shared. In his view, it is acceptable for airlines to use insights to help an advertiser target a customer but this is dependent on whether the airline is collecting and sharing insights that contain personally identifiable information, the nature of the passenger’s relationship with the airline, and the company’s privacy conditions. “I’m fond of the saying ‘there’s a fine line between cool and creepy.’ Depending on how airlines and advertisers behave, there is a tangible risk of crossing that line into creepy-ville,” opines Harteveldt. He uses the example of a drink upgrade to show the difference between an airline knowing his seat and offering him a deal, and an outside brand knowing his seat and name and offering him the same deal. In Harteveldt’s opinion, it wouldn’t be okay for an alcohol brand to extend a personalized ad unless they had an independent relationship with him. “Ad customization and targeting is a great objective, but its execution thus far remains far from perfect,” he concludes. Aviation consumer advocate Charlie Leocha says the public recognizes there’s little that can be done to stop airlines from collecting and using customer data, but he is fighting for the right to let people review and correct data used by airlines. “Airlines’ use of data is just beginning and people don’t really know that it’s going on right now. We’re asking for airlines to reveal to us what data they have about passengers and once we see the data, we want some way to correct it.” Of course, passengers can read the fine print of their chosen airline’s privacy policy for a better idea of what rights they are giving up in deciding to fly, but refusing to sign the policy means not being able to fly.
no different on the ground Another aviation player engaged in ad targeting is in-flight Wi-Fi provider Gogo, with a sophisticated ad-serving network that extends to more than 2,000 aircraft across 10 airlines. “There is nothing different from what we’re doing in the air and what an ad service is doing on the ground,” says Mark Verone, director of ad operations and commercial sales at Gogo, when asked about the company’s ad targeting operations. “We’re not diving down into behavioral information or real private information.” Gogo’s in-flight ad targeting is limited to public information like the flight’s origin and destination, and although the service does not differentiate which class of service the passenger is in, it can target ads based on technical elements like what device or browser a passenger is using. Airlines emphasize the quality of content provided in their IFE options as a priority over ad targeting for customers, noting that segmentation or demographic information is used to deliver more relevant content to customers. >
august - september 2014
87
Marketing
apex experience
Visit us at apex.aero
In-flight ad targeting is limited to public information like the flight’s origin and destination, though it can target ads based on technical elements like what device or browser a passenger is using. When asked about its in-flight ad targeting efforts, a British Airways spokesperson responded, “We strive to create more compelling offers and assist advertisers in serving up more relevant advertisements to our customers on our website through segmentation, according to traveler preferences.” She also highlighted the importance of relevancy in targeting: “We take permissions and customer privacy very seriously. We will only use data to provide value to customers,
a Method ad customized specifically for onboard Virgin America as examples of the types of brands the airline will work with. Lunardini would not outline what, if any, customer data was shared with the advertisers in the making of the ads.
passengers’ choice
a smart offer made at the right time to the right customer.” Virgin America’s vice-president of brand marketing and communications Abby Lunardini explains, “Onboard, since we mainly deliver video ads through the Red platform, we look for and work with partners that are the right fit for our flyer demographic. We are pretty selective and work with partners to develop ad content that is interesting and relevant to our audience.” She points outs a Mini Cooper ad and
The reality today is that if flyers are browsing the web and reading articles at home, their data is already being used and sold to advertisers. Where airlines should be concerned is with their branding, and with recognizing that passengers have a choice of carriers. It’s important for aviation players to look at how their in-flight ad targeting, no matter how noble the intention, is being received by their customers. An experience that crosses into creepy, as Harteveldt’s drink anecdote exemplifies, could put a passenger off that airline. At the same time, an experience that makes a passenger feel valued and remembered could have them eager to remain loyal to the carrier in the future.
“Younger people who are into Facebook and Twitter are generally more accepting of behavioral targeting,” Sales Engine International’s Stacey Sieger explains. “Older people are generally less comfortable when they first hear [the term], but are [pleasantly] surprised when they find out what it could mean for them.”
Millenials are 18-34 years old, without children. The largest demographic of millenials can be found in Brazil, China, Japan, India or Thailand. They are generally positive about the economy, will spend more next year on travel, and prefer to follow travel advice from peers.
Families are married adults with children under 18, and are cognizant of the economy but will still spend more on travel next year. Online reviews greatly impact their travel decisions, and they prefer beach or all-inclusive vacations that are considered to be of good value.
Retirees are over 55 years of age; largest demographics reside in developed countries like the US, UK, Canada and France. Accommodation type influences travel decisions; they took 50% more international trips last year than 18-24 year olds. Source: 2014 Global Travel TripBarometer by TripAdvisor
88
august - september 2014
Airline Passenger Experience Association
with us, the sky has no limits
in-flight connectivityâ&#x20AC;&#x201C; powered by deutsche telekom Deutsche Telekom is one of the biggest telecommunications providers in the world. We manage more than 50,000 HotSpots around the globe, and now we provide unsurpassed high-speed Wi-Fi services in-flight, too. Accessible on international flights every day via credit card, vouchers or roaming with one of our many partners. Let your customers become part of our idea of innovation and grow your business - with us, without limitations.
Q&A
apex experience
â&#x20AC;&#x153;
As IFE systems become more sophisticated, it will become more important to offer an experience similar to what passengers expect at home.
90
august - september 2014
â&#x20AC;?
Visit us at apex.aero
Q&A
apex experience
Follow us @theAPEXassoc
Martin Henlan Managing Director A Tall Order Limited
photo: FIONA GARDEN
As managing director of UK-based distributor, A Tall Order Limited, Martin facilitates syndication of long form programming to in-flight entertainment for an ever-growing list of clients including Bloomberg Media, Bloomberg TV Africa and renowned journalist Riz Khan.
To read Martin’s full Q&A, please visit us online at > apex.aero /Martinhenlan
Airline Passenger Experience Association
H
ow do you view the airline industry as a marketplace for your content? What are its benefits? As in-flight entertainment (IFE) systems continue to become more sophisticated, with ever-increasing capacity, it will, in my opinion, become more important to offer an experience similar to what passengers expect to achieve at home. Of course that brings pressure to bear on airlines but I also feel strongly that there’s pressure on distributors to be more helpful in ensuring that the IFE experience is a positive one. Yes, we do need to share our catalog with content buyers but it is as important to recognize the limited time those buyers have and give some insight as to what may fit a particular airline. The best analogy I can think of is the relationship a customer has with a personal shopper in a huge department store. How do you waste time at work? I am a sucker for reading all e-mails, particularly newsletters, which sounds productive but sometimes it can be an easy way to avoid doing those tasks that we all would rather not do. I must be every junk-mail marketer’s dream. Saying that, because I travel so much, my time in the office is extremely valuable so I do endeavor to keep time-wasting at a minimum; that means the highest level of spam filtering on my work e-mail accounts, and careful time management that includes just the occasional chunk of time for flicking through newsletters.
What’s the best meal you’ve ever had during a flight? Hard to pick a single meal but I do have extremely fond memories of my first transatlantic experience in 1984 on British Airways. I was off to the US as a foreignexchange student, on my own and scared witless of what was going to happen to me across The Big Pond. I am sure that I’ve had far better meals since then but I felt thoroughly spoiled by the crew, all capped off when they served scones, clotted cream and strawberry jam for afternoon tea. Now, there may well have been nothing special about those scones, but to an impressionable 18-year-old it was considered my first experience of fine dining! Even to this day, that experience and how it made me feel is the benchmark against which I measure the in-flight service I receive. The game you’re best at? Basketball. I played professionally in Europe for 15 years, although nowadays I can barely jump over a sheet of paper. Mind you, growing up I dreamed of opening the bowling for England. Cricket was my first love and I still have a passion for the game but when basketball found me, my dreams of playing at Lord’s were replaced with aspirations of playing against or with Magic Johnson. The person you can imitate? Multiple bosses (who shall remain nameless for obvious reasons).
august - september 2014
91
Airports
apex experience
Visit us at apex.aero
The Ambient Airport What does the ultimate branded airport of the future look like? by Terri Potratz Illustrations Julie Carles
“[The ultimate airport] requires flexible architecture and [must] think like a museum curator and have a perspective on branding as a series of experiential exhibits. Can I go bowling? Can I see a movie? Can I go golfing? I want airports to stop treating passengers like captive consumers, and more like welcomed guests. Create opportunities for them to experience your city in compelling ways … The best brands see passengers as guests – not consumers.”
> Devin Liddell Principal Brand Strategist, Teague 92
august - september 2014
“One lucrative space that has been overlooked with regards to branding opportunities is the airport terminal’s gate area. Potential sponsors can cater to passengers with interactive destination-specific displays for the next flight out of that gate. If you’ve got some extra time to spare, you can even walk from gate to gate and ‘experience the world,’ all from the comfort of your very own departure terminal.”
> Tyler Dikman CEO, LoungeBuddy
Airline Passenger Experience Association
Follow us @theAPEXassoc
“Do away with the dread of the security lines as far as safety allows. A few companies are working on streamlined versions that are less intimidating, more human and user-friendly. There’s a lot you can do beyond a labyrinth of stanchions.”
> Alastair Gordon author, Naked Airport
Airline Passenger Experience Association
apex experience
“Photo or art galleries, so that as I walk I can see more and be entertained for a bit. Also, give us things to play in for when there are delays or longer layovers. There is nothing targeting this segment of the airport location. Kids get little playgrounds, but adults get nothing!”
> C.C. Chapman author and marketing consultant
Airports
“What I’d like to see at airports is an experience that airlines can have ready on stand-by to keep the brand alive throughout the delayed part of the journey. It would involve people who would act as roving ambassadors and could even generate revenue for airlines. This could mean the airline providing a personal shopper who has access to specially discounted products at the airport.”
> Paul Sillers aircraft interior design consultant
august - september 2014
93
Airports
apex experience
Visit us at apex.aero
The Ambient Airport: Q&A We asked industry leaders within design and innovation fields what their ideal airport experience entailed, and used their responses to design our illustrated airport map (previous).
W
hat kind of branded experience would make airports perfect? “One of the paradoxes of the airport experience is that it can create a sensation of both alienation and connection … So the best-branded airports minimize that sense of alienation (aloneness, disconnection) and maximize a sense of connection (optimism, vibrancy).” -Devin Liddell “Taking from the adage ‘half the fun is getting there,’ and allowing passengers to get a sneak peek of their destination even before they get there would take airport branding to a whole new level.” -Tyler Dikman “Obviously it’s important to have visual consistency across check-in areas, lounges, concourses, signage and gates – that’s a given – but successful branding is about creating an end-to-end experience that compels people to want to repeat the experience and spread the word to friends and colleagues.” -Paul Sillers
To read the full Q&A responses online, visit > apex.aero /brandedairport
94
august - september 2014
What’s the biggest opportunity for branding that you think is being missed out on? “Hands down the biggest missed opportunity within airports is meaningfully reflecting a city’s essence. And not in a cheesy, touristy way, but authentically representing a city’s social and industrial and geographical characteristics. I was just in Detroit, and it’s a beautiful airport. I really like it. But I was struck by how the automotive industry was entirely absent from the experience. So much history! So much future! And none of it present at all.” -Devin Liddell “The biggest opportunity for airports is to deliver highly personalized and relevant
> Devin Liddell Principal Brand Strategist, Teague > Tyler Dikman CEO, LoungeBuddy > Alastair Gordon author, Naked Airport > C.C. Chapman author and marketing consultant > Paul Sillers aircraft interior design consultant
information to passengers on their mobile devices as they transition through the various stages of the journey: check-in, security, retail areas, lounges, getting to the gate, and boarding. During each phase, the passenger has a different set of needs and concerns, and the airports that are able to engage with passengers and support them through the journey will become the airports of choice in the future.” -Paul Sillers What are common elements that exist in airports that you think we should do away with? “The food experience in most airports is just sad. There’s no other word for it. And yet, in a lot of cities there’s been a food truck and street food revolution. These operators are creating fantastic cuisine literally in the backs of Airstreams. And yet airports keep offering up the same sadness. That’s one common element that should be done away with. Another common element is furniture that doesn’t really work. Airport furniture deserves an entirely new re-think based on how passengers actually want to use it. Integrated charging stations are an improvement, but most airport furniture layouts are totally broken. They don’t distinguish between groups of travelers and solo travelers effectively; they don’t account for bags in any smart way; they often look the same from one airport to Airline Passenger Experience Association
Follow us @theAPEXassoc
apex experience
Airports
don’t need to plaster everything with logos. I’m very much a proponent of ‘less is more.’” -Paul Sillers
the next, dulling the senses; and they miss an enormous opportunity to connect with airplane boarding procedures.” -Devin Liddell “In the modern airport, a lack of free Wi-Fi and inefficient seating design at the gate area seem nonsensical. The latter is clearly evident when you walk through an airport terminal, where long rows of seats are densely packed in small areas, making passengers feel like sardines. With so little space between seats, especially with the vast majority of passengers bringing a sizeable carry-on with them, it can be difficult for passengers to squeeze past all of the baggage and fellow passengers – that is, if they are even able to find an open seat.” -Tyler Dikman “I think that when airports apply logos to every conceivable touch point, you alienate the public. From luggage trolleys to the back of boarding passes, and plastic security crates that feed through the X-ray machines to the larger concourse areas where there’s scope for large screen advertising – you
What are some experiences that you’d like to see more of in an airport? “In addition to being intriguing and educational, museum exhibits, like those in San Francisco International Airport, can help airports make use of available space while enhancing the terminal’s aesthetics. Another interesting idea, with the increased emphasis on personal health in contemporary society, is more exercise related branding experiences within the airport setting. Due to the often sedentary nature of air travel, brands can enrich and enliven the passenger’s experience by following in the trailblazing footsteps of SFO’s yoga room.” -Tyler Dikman “I like what JetBlue has done at John F. Kennedy International Airport with concerts and a sense of spectacle throughout. I always enjoy myself there and the mix of retail is quite exceptional.” -Alastair Gordon What are some airport design elements that you think are necessary for great brand stories to develop? “You need to create a natural, forward moving flow from curb to plan, a calmly organized sequence of spaces that promotes in the traveler a sense of safety and well-being. Apparently, from the environmental psychology research that’s been done, people get upset when they have to track backwards, repeat their movements or negotiate a confusing layout – it always has to be forward in direction, [implying] that they are on a journey, even when they’re waiting around for a delayed flight in a static terminal. Also, passengers who can see their plane feel more reassured so architects of recent terminals make the planes visible as soon as you enter the main terminal. Transparency is always a positive attribute in the well-designed airport.” -Alastair Gordon
More space at gates where the mind tends to wander, and yet very little branding is ever done there.” -C.C. Chapman “If airports want to develop great brand stories, I think they need two key elements in equal measure: authenticity and flexibility. Authenticity is where the airport needs to represent itself and its city or region in a way that is entirely unlike anywhere else in the world. This means creating ways to connect passengers to a unique sense of place. Bringing in distinctive characteristics – not more of the same carpeting, same furniture, same newsstands. And flexibility is where an airport needs to be changeable and transformative from one day to the next.” -Devin Liddell “For awe-inspiring brand stories to develop in the midst of the airport, the space should be a wide and open area that conveys a sentiment of limitless possibilities and transcendence of both anthropogenic and natural obstacles. While airport designers should express a spirit of modernity through their work, it is also vital to include distinguishing physical elements that brands the space as unique and nonconformist, exuding a sense of the trailblazing aura that drives progress.” -Tyler Dikman
“Wide concourses with plenty of natural light, big open areas where concourses connect. Airline Passenger Experience Association
august - september 2014
95
Roundtable
apex experience
Follow us @theAPEXassoc
Making the Brand Airports and airlines have generally not been considered the poster children of brand stewardship, but in recent years weâ&#x20AC;&#x2122;ve seen both begin to pay closer attention to their brands. We spoke with Alaska Airlines and Incheon International Airport, along with the head of Aviator, an aviation marketing and media branch of Kinetic, about the branding of and within airports and airlines, and how it is changing. by Brett Snyder
> Kim Kwon-yong executive director of the aviation marketing team Incheon International Airport
Airline Passenger Experience Association
> Erik Bottema managing director Aviator North America
> Joseph Sprague svp communications and external relations Alaska Airlines
august - september 2014
97
Roundtable
L
apex experience
et’s start with airlines. Alaska Airlines has built a beloved brand throughout the Pacific Northwest of the US, but how is it that you keep that fresh? Joseph Sprague, SVP Communications and External Relations, Alaska Airlines: Good timing on this question as Alaska has been going through a formal brand review process for the last year or so. We’re carefully looking at how our brand is perceived by key stakeholders: Customers (both in growth markets as well as core areas), employees, etc. We’ve updated our brand strategy and are exploring how we bring our brand personality attributes to life. Is our brand
Visit us at apex.aero
voice what it should be? Is our brand identity expressed as consistently as possible? These are the questions we’re currently focused on. That said, we’ve done a lot of customer research over the past several months that suggests our brand health is strong, especially in core markets. We know we can be even more compelling in the expression of our brand, though. What about for you at Incheon International Airport? The airport has been open less than 15 years, but has seen traffic grow rapidly. Is the demand just because of your location or is brand marketing an important part of that?
98
august - september 2014
photos: alaska airlines; aviator north america
Streamlined design, simplified architecture and the incorporation of company collaborations and digital marketing has allowed airline and airport brands to more efficiently reach passengers.
Airline Passenger Experience Association
Follow us @theAPEXassoc
Roundtable
apex experience
“We are seeing a drive towards less is more.” Erik Bottema
Kim Kwon-yong, executive director of the Aviation Marketing Team at Incheon International Airport: In the past, passenger/ cargo demand at Incheon Airport came from its geographical advantage, but gradually, marketing efforts became accepted as an effective means to whip up demands. As the frame of airport operations changed from the supply side – focused on simply taking care of existing demands – to the demand side, Incheon Airport has been strengthening its marketing function to keep up with the trend. In its 13-year history, Incheon Airport focused on stable operations and service Airline Passenger Experience Association
quality as the major national gateway, efforts for which it was named as the world’s best by Airport Council International’s Airport Service Quality survey for many years. Ever since, the airport has moved its organizational focus from operations to marketing and has been trying to encourage its employees to take a market-oriented approach in every aspect of their work. Part of the airport brand is shared with brands that are trying to make an impact inside the airport itself. What trends are you starting to see inside the airport? Erik Bottema, director of Aviator North
America: Digital media has introduced a level of flexibility not seen before. Instant and affordable copy changes have now become a reality. The drive towards digital has also meant, however, that it is harder for advertisers to be visible in-airport as space is now being shared with others. Contrary to popular belief, digital does not necessarily mean good, and there is a lot of not-so-good digital media out there. We are also seeing a drive towards less is more: Many airport media concessions are taking out smaller inventory and only keeping the larger format signage and digital displays. We feel this is a positive development. > august - september 2014
99
Complete Overhead Passenger Entertainment System COMPES is THE solution for economical, overhead IFE! LED Monitors Touchscreen Flight Attendant Interface Highly Reliable & Cost Effective
We offer component lever repair services for a comprehensive list of OEM products. From Monitors and Tape Reproducers to System Control Units and SEBs, if it flies, we repair it. We cut lead times and costs for airlines around the world!
Come see us the APEX 2014 Expo, Sept. 15-18, Anaheim, CA USA
850 Commerce Pkwy, Carpentersville, IL 60110 | P 847-844-7367 | F 847-844-1068 | info@ifeproducts.com | www.ifeproducts.com
apex experience
Follow us @theAPEXassoc
Roundtable
Incheon International Airport strives to meet passenger and services demands: The role of the airport is not just confined to a takeoff and landing field.
photo: gettY images
“It is predicted that in the next decade, we will see breakthroughs in aeronautical technologies and new transport systems.” Kim Kwon-yong
Airline Passenger Experience Association
Digital has to be having a big impact on the airlines as well. Sprague: The digital environment has certainly changed how we maintain the brand. The Internet, e-mail, social media, ubiquitous video content... these are all channels that did not exist or, if they did, it was in a much smaller way 15 years ago. And yet they are each critically important ways for us to express our brand to customers and potential customers. They require careful consideration of what kind of tone our brand has in places like social media and how visual aspects of our brand are conveyed on websites and in videos. The Internet also must be providing an opportunity for brands to have an impact within the aircraft in a way that previously hasn’t been possible.
Bottema: The availability of in-flight Wi-Fi will dramatically alter how travelers will consume in-flight media. It will also have profound implications for future in-flight data collection and campaign (ROI) measurement. In-flight TV media will become more mature and it will become much easier to buy for advertisers. What do you expect will change in the airport world in the next few years that might impact the way marketing and branding is done? Kim: We are living in an era where it is hard to expect what will come in the next three to five years, but it is commonly predicted that in the next decade, we will see breakthroughs in aeronautical technologies and the appearance of new transport systems based on technological developments, as well as an upheaval in the aviation industry led by the growth of low-cost carriers. It seems clear to me that the role of an airport will not be confined to just a take off and landing field – or departure and arrival spot of air travel. Incheon Airport will keep doing its best to satisfy air passengers’ demands for better services and, furthermore, to become a true leader in the aviation industry. The cooperation between airlines and airports is particularly important because there are only a limited number of elements that can be controlled by airports to boost aviation demand. For such reasons, it has become easier to see collaboration among parties who share common needs and interests, and to invest efforts to stimulate demand. We believe that these cooperative works will contribute to the aviation market growth in general. august - september 2014
101
Crowdsourcing
apex experience
Visit us at apex.aero
The Digital Power of Crowdsourcing As Wi-Fi is increasingly enabled in-flight, is the potential for crowd-sourced content and advertising being harnessed to its fullest potential? by Jenn Wint
102
august - september 2014
D
igital and social media have transformed the way successful businesses interact with their consumers. No longer are they marketing at their customers, telling them what they want them to know and hoping it sticks – they’re now getting customers involved in their marketing by building interactive communities and investing in their participation with the brand. Through social media, businesses have direct access to customers and feedback is available in real time. Consumers have more influence than ever, with thousands of digital soapboxes from which to shout. As a result, expectations of brands are higher, accountability is demanded and transparency is compulsory.
All airlines are using social media to promote themselves – some are using these tools better than others but they’re all represented online in some capacity. Why? Because they have to be: That’s where their customers are. With the work of a solid marketing team, often monitoring online channels 24 hours a day – like Delta Air Lines, for example – airline carriers are guiding conversations, crowdsourcing ideas, providing information and administrative logistics, as well as managing complaints and inquiries.
social value Flights can be enjoyable experiences, especially when taking off to an unfamiliar destination. Airlines face the challenge Airline Passenger Experience Association
Follow us @theAPEXassoc
apex experience
Crowdsourcing
[ #airplaneview ]
of encouraging consumers to share their positive experiences, not just the negative ones. The key to valuable crowdsourcing is connecting with customers by using content and creating experiences they will appreciate and want to share with their networks. Brand representation must be consistent, encouraging travelers to become ambassadors. But it’s not all “likes” and “retweets.” Businesses must have a crisis plan in place, as social media can go awry. In April this year, when a US Airways employee accidentally tweeted a sexually graphic photo in response to a traveler’s complaint about a delayed flight, the airline experienced an extraordinary response. The damage was done in minutes Airline Passenger Experience Association
and the incident will continue to live online and in articles like this one, much to US Airways’ despair. The tweet was live for an hour and received over 500 retweets before the company removed it. US Airways issued an apology assuring unhappy followers that the situation was being dealt with appropriately. When recovering from a digital fall from grace, it’s important to have a strong community of followers ready to defend you, forgive you, or at the very least, tolerate your blunder. US Airways faced the music, admitting the tweet occurred due to human error – a flagged tweet link was accidentally copied – which earned them kudos for their honesty. >
Consumers have more influence than ever with thousands of soapboxes from which to shout. Photos in the pixelated designs were pulled from Instagram feeds by searching the popular travel hashtags #AirplaneView, #Below10KFeet and #Avgeek.
august - september 2014
103
ew The N
Redefining IFE From The Ground Up August 2014 This past year has been an exciting time as the new digEcor has taken off. Through great people and innovation we are now recognized as having the highest levels of customer satisfaction in the industry and every day we look for ways to further improve. We’ve evolved from a simple portable IFE supplier to a complete cabin technology solutions provider with a vision to elevate and reimagine what IFE means. At the new digEcor, we are redefining In Flight Entertainment to In Flight Experience. Our goal goes beyond entertaining a passenger to enabling airlines to provide extraordinary travel experiences. Come meet the new team and see firsthand the innovative products driving the all new IFE – In Flight Experience – revolution. The digEcor Team APEX Booth #1625 P.S. We’re always online at digEcor.com.
ew The N
Embedded & Portable IFE - In Seat Power - Content Services Tape Replacement System - Passenger Experience Solution
Follow us @theAPEXassoc
apex experience
online air rage
leading the conversation
In 2011 Qantas suffered a case of hashtag hijacking when they asked travelers to tweet their dream in-flight experience using their hashtag #QantasLuxury. Within hours sarcastic and disparaging tweets using the hashtag began trending. Customers upset about recent industrial action concerning Qantas were controlling the conversation. Qantas responded using another hashtag, #QantasWeHearYou. They addressed the comments directly, encouraging users to stay on topic while also responding to negative tweets and letting followers know they were heard. They were an active voice in the discussion, which saved the situation from spiraling out of control. Until recently, online activity remained on the ground as frustrated travelers had a mandatory cool-down period while their aircraft was still in the air. Since 2009 airlines have added Wi-Fi and mobile services, and about 40 percent of US flights are now connected. As mobile companies internationally improve coverage there’s no doubt that in-flight Internet access will soon become the norm. As a result, airlines will have increased opportunities to engage travelers throughout the journey. But imagine the situation if onboard service is deemed unacceptable and instead of complaining to their neighbor, passengers are able to broadcast their displeasure to others throughout the plane, as well as those following on the ground. It could spark an in-flight cyber mutiny.
Robert Palmer, manager of public relations for WestJet, says, “It’s fair to say that giving your guests free rein on your social channels is not without risk. We’ve seen many examples of social media campaigns [gone wrong], and clearly there is some risk that advocates of a particular cause or point of view will take over the discussion.” But, as Palmer says, such a risk is a natural part of engaging in public discourse, “and usually over time the ship rights itself and your pages return to normal.” “We would never move to shut down those discussions unless they violated basic, generally accepted standards of taste and appropriateness,” he explains. “Rather, we see our role as to encourage and moderate
Crowdsourcing
the discussion so that all perspectives are shared. Then, we move on to the next topic. It goes without saying that everything you do is an extension of your brand and obviously, social media is no exception.” WestJet has seen huge social success through viral videos like their April Fool’s hoaxes advertising child-free cabins and converting their flights to metric time. In their 2013 Christmas video, a digital Santa asked flyers what they wanted for Christmas and then proceeded to deliver the requested gifts when the plane landed a few short hours later. The video currently has over 36-million YouTube views. They’re connecting with their customers’ human side using humorous and emotional content that clients relate to. >
[#below10kfeet ]
“It goes without saying that everything you do is an extension of your brand, and obviously social media is no exception.” Robert Palmer
Airline Passenger Experience Association
august - september 2014
105
New premium movies and wireless streaming? Bluebox delivers them both. Bluebox Avionics presents the unique Hybrid IFE platform that’s a dream-ticket for digital content delivery in a de-cluttered and wireless cabin environment. Bluebox Ai Hybrid now empowers airlines to offer pre-loaded premium early window content (EWC) movies and access to content streamed to Bluebox devices in one integrated solution, and at a fraction of the cost of seatback systems. Our secure application for market leading iPad Air and iPad mini tablets, Bluebox Ai, interfaces with any Hollywood approved wireless streaming system to complete a premium IFE platform that can be as content-rich as any fitted system – and with all the latest movies. Bluebox Ai is approved by all US studios to host EWC and is the market leader in tablet IFE, with over 11,000 units flying, and named Best Handheld IFE System at the 2014 Inflight Awards.
Bluebox Ai and Bluebox Ai Hybrid users enjoy the same superior audio, retina display screens and iOS games & apps that the iPad delivers on the ground. Our units also offer multiple accessibility options to help hearing and visually impaired passengers, including closed-caption capability as standard. Scalable to any aircraft type, our adaptive technology ensures a first class user experience in every seat; designed to meet your service enhancement or ancillary revenue requirements in traditional IFE environments or where no IFE exists. Bluebox Ai Hybrid - the most powerful, versatile and best value aircraft IFE solution available on the market today. Delighted passengers - it’s as sure as night follows day.
Join us at APEX EXPO 2014 Stand 1413 The Hybrid IFE Solution +44 (0)7947 720924 / +44 (0)1383 620922 blueboxavionics.com hybrid@blueboxavionics.com
Follow us @theAPEXassoc
Crowdsourcing
apex experience
See our favorite airline industry hashtags at > APEX.AERO/HASHTAG
Crowdsourcing is an effective way for airlines to seek feedback, encouragement and criticism in real time from their active customers.
crowdsourcing brand ambassadors Unofficial brand advocates are valuable. When planning trips, consumers are increasingly looking to fellow travelers for advice, as opposed to carefully Photoshopped, overmarketed sales pitches. Websites such as Triptease encourage users to share photos, giving future travelers an accurate and unbiased insight. Find My Itin allows travelers to browse schedules others have used and learned from, and recommends modes of travel, scheduling and tour companies. TripAdvisor has long allowed holiday-goers to rate and review everything from hotels and restaurants to tour companies and more. Crowdsourcing is an effective way for airlines to seek feedback, encouragement and criticism in real time from customers actively using their services. It’s important in any customer service industry to be aware of discussion concerning the brand and to actively participate, whether the chatter is good, bad or downright ugly. Responding to questions, addressing complaints and engaging with accolades shows customers that their voices are heard and that airlines are listening to their feedback. If businesses want customers and potential customers to post positively, they must provide them with positive experiences and engaging content that is easy to share and compelling enough to extend to their networks. Airline Passenger Experience Association
[ #avgeek ]
Tweeting #CEOs When airline CEOs like Virgin’s @richardbranson take to Twitter, they’re often able to show more personality to their followers (Branson has over four million) than their corporate airline account can. Ryanair’s Michael O’Leary may have shown a little too much personality during his takeover of the airline’s account for a live Q&A. His uncensored responses to unhappy tweeters left critics calling him #scum, #sexist and worse. Understandably, CEOs may be hesitant to join the volatile Twitterverse, but United Airlines’ Jeff Smisek may want to consider starting one to counter the spoof account @FakeUnitedJeff who prattles off tweets like, “United: We didn’t start the race to the bottom, but by God we plan to win it!” Other tweeting CEOs include AirAsia’s @TonyFernandes and JetBlue’s @DavidJBarger. #TeamElan Wins Thanksgiving In November 2013 Elan Gale, a producer of ABC’s The Bachelor, sparked a Twitter frenzy when he live-tweeted a play-by-play account of his feud with a fellow passenger on their US Airways flight. Following his first tweet, “Our flight is delayed. A woman on here is very upset because she has Thanksgiving plans. She is the only one obviously. Praying for her,” Gale’s Twitter audience quickly grew with each new detail of the escalating squabble. A few days later, Gale confessed that he had fabricated the entire wrangle. It was an anti-climactic end to a dramatic story, but one that gave the airline industry cause to
consider the viral effect one passenger can accomplish, especially on a Wi-Fi enabled plane. Following the fake event, Gale’s Twitter account, @theyearofelan, picked up more than 100,000 followers. South African Airways #SocialCheckIn South African Airways is making dull flights and undesirable seat neighbors a thing of the past with their new seat selection program Social Check-In. This feature allows passengers to select their seat after browsing the Facebook profile of fellow participating passengers. While checking-in, passengers can select the Facebook profile details they’re willing to share and then choose their seat and seatmate based on other flyers’ profile details. Know Thy #Selfie Naming “selfie” as 2013’s word of the year, Oxford Dictionaries reported that the frequency of the term had increased 17,000 percent in the span of a year, and the use of selfies in airline industry marketing campaigns rose proportionately. Turkish Airlines’ “Widen Your Selfie” campaign, which features Kobe Bryant and Lionel Messi taking selfies around the world, may have gained the most notoriety but several airlines have gotten in on the trend, including JetBlue, KLM, Malaysia Airlines, Lufthansa, Emirates and EasyJet, which has already launched two selfie campaigns this year. Even flight attendants have caught the craze, providing the social media world with an inside look at #crewlife through their mile-high self-portraits.
august - september 2014
107
Q&A
apex experience
“
The continuously increasing requirements by airlines and authorities drive us to innovate. It is amazing to see that we can fascinate our customers with trailblazing solutions – again and again.
108
august - september 2014
”
Q&A
apex experience
Follow us @theAPEXassoc
Dr. Mark Hiller Chief Executive Officer Recaro Aircraft Seating
Born in Stuttgart, Dr. Mark Hiller studied economic science at the University of Kaiserslautern, and earned his PhD in 2002. He joined the Recaro Group in 2003, first acting as head of synergy management, and later heading Customer Affairs for Recaro Aircraft Seating. In 2007, Dr. Hiller was appointed managing director and chief operations officer, and has been the chief executive officer since April 2012.
To read Mark’s full Q&A, please visit us online at > apex.aero /markhiller
Airline Passenger Experience Association
S
omething that never ceases to amaze you in your industry? It amazes me that we are able to make the world a little bit smaller – and we contribute to the fact that people can reach destinations around the globe faster. I also enjoy the dynamics of the industry: The continuously increasing requirements by airlines and authorities drive us to innovate. It is amazing to see that we can fascinate our customers with trailblazing solutions – again and again. Favorite airport/airline lounge? My favorite airport is Dallas/Fort Worth International Airport, for two reasons: It is close to our US facility, so I am there pretty often, and it is a very efficient airport despite its size. Three things about where you live that make you want to live there? I live in a little town in the south of Germany. It is easy to say why I love being here: First of all, my family lives here. Secondly, the town has a medieval flair and a rich history. And last but not least, everything is within walking distance. So, for me, coming home is a nice contrast to my business trips around the world. Default junk food of choice? I try to avoid junk food and prefer local specialties. However, In-N-Out Burger is an option – not only because the food tastes
good, but the company is also family-owned and they have made quality a top priority. What are the challenges with being a supplier to airlines? What are some of the highlights? The high demand for our seats is of course a highlight for us. But it can also be challenging due to the various customizing options and individual seating solutions we offer. We are a globally operating company with customers around the world – from low-cost carriers to premium airlines. We enjoy experiencing different cultures in all the different countries we visit and also in the companies that we are working with. The ultimate highlight is to see our seats installed on many aircraft and to see happy passengers flying on them. The achievement you’re most proud of? I am proud of the fact that Recaro Aircraft Seating has become the world market leader in the area of economy-class seats. We have achieved this with our innovative products, our international growth strategy and, most importantly, with Recaro employees working together in a team effort.
august - september 2014
109
Tradeshow
apex experience
Visit us at apex.aero
Trade Secrets The EXPO is APEXâ&#x20AC;&#x2122;s largest event of the year, and we wanted to know: How do companies plan, prepare and pull off their booth marketing strategies? by Jordan Yerman
110
august - september 2014
apex experience
photo: getty images
Y
our business cards are printed, your shoes are sensible and somehow you kept your shirt clean through breakfast. Cue the presentation and stand up straight. Smile – a lot – because for the next few days you’re running a booth at an airlineindustry tradeshow. Repping your company at a tradeshow or conference is challenging. Long hours on your feet under headache-inducing lights can make you lose track of time, and it’s a quarter-mile walk to the restroom. Hey, and what’s up with those hot dogs? Still, the connections you make over just a few days will heavily influence how well your business performs over the coming year. How do you prepare so that your tradeshow experience is successful? Better yet, how do you make it fun?
form and function First, you’re going to need a booth. Some vendors go with a simple folding table and
Tradeshow
a few posters, letting their products do the talking. Others think bigger... and yet others think bigger still. Sophie Leahy, who runs internal marketing communications at Stellar Entertainment, says, “The booth will always reflect brand image and personality, therein promoting the brand. Each year, the booth should run to a different theme depending on what the company is focusing on. For instance, the Stellar Entertainment booth at APEX this year is centered on our 40th anniversary, and our entire booth design will represent this!” Leonard Hamersfeld is the director at Buzz Products, which must travel from Melbourne to, well, places very far from Melbourne in order to present. That’s why their booth doesn’t just travel in a shipping container, it is a shipping container: “The way we creatively design the interiors, and deck out the stand, speaks volumes about our company and what we do. In this case, form and function work hand in hand.” > august - september 2014
111
Tradeshow
apex experience
Matthias Walther is the head of integrated marketing at Panasonic Avionics, whose tradeshow booth presence is about as high profile as it gets. He says, “We’re as integrated as possible in terms of messaging.” Walther adds that this is “a niche-y, boutique-y industry” that doesn’t churn out new generations of product every 10 minutes: A newly installed in-flight entertainment or lighting system must fly between Los Angeles and Sydney for over a decade before it is eventually replaced. The plane’s cabin becomes a time capsule. This means that a vendor’s presentation style changes much faster than do the products themselves. John Courtright, director of sales and marketing at Structural Integrity Engineering (SIE), focuses more on presentation materials than physical form: “We try to make up what we don’t have in size with compelling videos and graphics of our projects, such as our development of the Orbis Flying Eye Hospital.” Leahy noted that booth design gets
See our Conference Survival Guide and Anaheim City Guide > Between pages 34-35
112
august - september 2014
tweaked a few times between that first spark of inspiration and when the sales team starts greeting tradeshow attendees. The whole process takes months, with input from internal teams and design consultants, and must consider the opportunities and restrictions presented by the conference center itself.
give it away now The message-centric philosophy common in booth design extends to giveaways as well. You’re going to walk away from your tradeshow with a thousand pens, but what will you keep? Leahy favors a bit of swagger in her swag: “We try to make our gifts purposeful and stylish, subtly branded [and] not too garish.” Courtright is also keen to avoid the landfill: “About six months prior to a show, we will have another look at our giveaways to determine their value. We want our swag to stay on the customer’s desk for at least six months.”
Visit us at apex.aero
Buzz creates the actual bag into which you stuff your swag. Hamersfeld says, “In 2013, the Buzz bag featured a collaboration with Mandarina Duck – a sleek and easily identifiable grey and yellow satchel perfect for documents or a laptop. This year’s bag saw a sleek interpretation of the classic shoulder tote with an all-black canvas, half-dipped bag with leather belt straps.”
get up, set up Okay, great, you’ve designed your booth and nailed your swag. Now you just have to get it all to the middle of a hangar-sized conference center. Setup and breakdown are hectic affairs that challenge both the exhibitor and conference management team, and that shipping container is starting to sound pretty good. Leahy and Walther both prefer to delegate shipping to conference-approved staff when possible. In the event of an overseas tradeshow, relying on local assistance is not only sanity-saving, but inevitable. A key aspect of tradeshow marketing is deciding at which shows to present. Walther notes that the Aircraft Interiors Expo and APEX/IFSA EXPO are the two biggest industry shows of the year, but they are not the only two – a company has to prioritize.>
Booth designs vary greatly at tradeshows like the APEX/IFSA EXPO, with many facilitating an experiential approach. CLOCKWISE FROM TOP: BAE Systems, Gogo and ARINC at the 2013 EXPO.
Airline Passenger Experience Association
Tradeshow
apex experience
Visit us at apex.aero
A key aspect of tradeshow marketing is deciding at which shows to present. Stellar CEO Peter McLaughlin adds, “There is a lot of industry peer pressure to be involved in many of the shows. Do you choose not to be involved and risk your competitors gaining some marketplace advantage due to your absence, or do you invest the marketing dollars elsewhere, hopefully to greater effect?” Courtright agrees: “SIE’s attendance at APEX and a few other select tradeshows is compulsory, in the sense that if SIE chose not to attend then some questions would arise as to the reason for SIE’s non-attendance. There are too many customers at these shows who expect to meet with us.” It’s a bit like senior prom: If you don’t go, rumors might spread.
party on Eventually you must let off some steam. However, when you’re at an industry party, you’re still at work. Think about that before going for your fifth gin and tonic. McLaughlin cautions, “Both the party and the booth have two separate functions. The two have the capability of achieving your results. Ensuring you have a strategy to manage them both correctly is important.” Courtright would only say, “What happens at APEX, stays at APEX.” After-hours functions are just as important as manning the booth during the day. Nearly all major exhibitors throw large dinners 114
august - september 2014
or parties and Panasonic’s ever-popular hospitality suite - which Walther describes as a responsibility the company takes very seriously – sees a number of attendees dancing into the wee hours. Buzz plays up its boutique status by socializing separately, says Hamersfeld: “We prefer to connect more personally with our contacts at trade fairs.” Since you’re keeping that on-duty mindset while hitting the parties, why not bring a sense of play to the tradeshow grind? Remember, you can’t stop smiling. Smile with your eyes, too, because your experience is not just about meeting people, but getting them to want to work with you once you’ve all gone home. Even in a world of e-mails, tweets and LinkedIn connections, that stack of business cards you acquire is worth its weight in gold.
Buzz Products at the 2013 DOHA and Airborne Interactive at the 2013 EXPO.
For more on the 2014 EXPO visit > APEXIFSAEXPO.AERO
Airline Passenger Experience Association
SKYfi club – Your mobile theatre Staying in touch and streaming content via smartphones, tablets and laptops are now top wishes for air travellers. And SKYfi is one of the most advanced and cost-effective ways to meet these demands – for satisfied passengers who keep coming back. Plus, SKYfi club lets you create personalised entertainment and information programmes streamed directly to passengers’ devices – for the ultimate in in-flight customisation.
KID-Systeme GmbH Lüneburger Schanze 30, D-21614 Buxtehude Phone +49 40 743 716 33 Fax +49 40 743 838 29 E-Mail info@kid-systeme.com
www.kid-systeme.com
Follow us @theAPEXassoc
apex experience
Travelogue
Up and Running Whatâ&#x20AC;&#x2122;s the anatomy of a mileage run? We asked travel writer Seth Miller to explain why flying 200,000 miles for fun each year has such an appeal. by Seth Miller | Illustrations Clara Prieto
Airline Passenger Experience Association
august - september 2014
117
OnAir Play Now flight time can be playtime
Our wireless entertainment solution can be fully branded by your airline and delivers a rich experience on passengerâ&#x20AC;&#x2122;s personal devices from customized streaming content, TV on demand to contextual shopping
Inflight wireless products are our expertise
Simply connect to: www.onair.aero
Follow us @theAPEXassoc
B
oston for breakfast. Washington, DC, for lunch. Home in New York City by 3 p.m. to prep for an evening out. That was the itinerary of my first mileage run more than a decade ago, the first time I flew for the miles rather than to get to any particular destination. In the years since, I’ve made similar trips dozens of times. Lunch in Santa Barbara or brunch in Sydney simply because the miles were worth the trip. At least I keep telling myself that. The concept of a mileage run is a relatively simple one: Get miles cheap. Most mileage runs today are about accruing miles towards elite status. For many passengers, spending a bit of extra time and money to hit the next tier of status in their program means earning
apex experience
more miles, better chances for upgrades, lower fees or other benefits in the following year. In years past there was also an effort to chase award miles, though those trips are becoming less popular as other means to acquire the miles without flying have come down in costs. And for the true gamers it is all about cents per mile and making sure that the math works in favor of the customer. As the airline loyalty programs shift their policies towards revenue-based recognition, the mileage-run scene is changing as well. Still, when a great fare sale comes up, passengers will flock to it, chasing the deal and the fun associated with the trip. Oftentimes that means exploring airline routes and connection
No one rationally believes that sleeping on a flight from Seattle to Houston on three consecutive nights is a good idea, but I’ve done it.
Airline Passenger Experience Association
Travelogue
options to add extra segments – and more miles – to the trip. And, of course, figuring out how many times the journey can fit into their schedule. Booking multiple trips, backto-back-to-back, can save some additional money but it comes with its costs as well. No one rationally believes that sleeping on a flight from Seattle to Houston on three consecutive nights is a good idea, but I’ve done it. All for the sake of the points. When the plan for a day or three is to live in “air world” rather than the real world, the logistics of the trip can vary significantly. No longer is it necessary to worry about packing clothes for work or even vacation. Instead it becomes a time to sleep, read or otherwise wrap oneself up in the extended period of time onboard. Whether it is showers in the lounges – a huge benefit – or quiet corners to recharge electronics and catch a nap, the airport needs of mileage runners are very similar to those of regular travelers, but generally magnified because of the amount of time spent within the confines of the airport and planes. Spending 24 hours or more inside air world can also mean changes to dining patterns and en route needs. Sleeping on a plane is rarely a comfortable experience and repeating it multiple times is even more challenging. >
august - september 2014
119
apex experience
Follow us @theAPEXassoc
Travelogue
Passengers are out there flying around for no particular reason.
Airline Passenger Experience Association
august - september 2014
121
Another problem solved. Magnetic Jack Unit. Your IFE investment demands successful delivery at every seat, on every flight. Broken headset pins and unserviceable RJUs, lowers passenger satisfaction across all cabin classes. To eliminate this, we created the Magnetic Jack Unit (MJU™) – a drop-in replacement, fully compatible with existing IFE systems and headphone fleets. Our blue-sky thinking: focused on delivery. Visit Phitek at the APEX Show – Stand #911.
IFE Innovation. Delivered. Ph +64 9 524 2984 | info@phitek.com | www.phitek.com
Follow us @theAPEXassoc
apex experience
Travelogue
Follow Seth Miller > @Wanderngaramean
It is hard to sell most customers on a trip to nowhere. Being able to relax on a layover makes a huge difference in the overall experience. Some airports offer significantly better experiences on this front than others, with a variety of amenities making them much more welcome as mileage-run connection points. It is hard to sell most customers on a trip to nowhere. Indeed, most airlines don’t typically try to sell these trips to passengers. Yes, they want to fill the planes but doing so with too many cheap fares is bad for the overall revenue numbers. For some airports or destinations, however, mileage running can present useful marketing opportunities.
Airline Passenger Experience Association
The sleepy airport at Watertown, NY, was the target of a major sale some years back. Mileage runners showed up en masse, mostly just turning around and heading back to the hub airport on the same plane that brought them in. But as some regulars started passing through the terminal more often, waiting at the same picnic table each day, the airport took notice. It was not much, but the employees there acknowledged the mileage runners and took good care of them, helping to arrange food delivery (no concessions at the airport) and other amenities. Maybe that won’t drive future travel to the area, but the airport did get a
certain amount of positive publicity for its handling of the passengers. The history of the mileage run is a challenging one. It is hard to convince the airlines that these are the customers worth catering to. Indeed, many loyalty programs have shifted their rules in recent years to focus on revenue rather than distance traveled as the metric for recognition. Still, the mileage runs persist. Passengers are out there flying around for no particular reason. And they are often strong brand ambassadors, even if they aren’t generating tons of direct revenue during the trips. That’s a great marketing opportunity even if it may not seem like one.
august - september 2014
123
apex experience
Visit us at apex.aero
Upcoming APEX Events
For the most up to date event calendar visit > apex.aero
2014 2015
7
6 9 1 3
3. apex tec conference 18-19 Nov. 2014 Technology Conference Newport Beach, CA USA
2. apex asia
conference 3-4 Nov. 2014 Hong Kong
5
4
2 8
1. apex / ifsa expo
15-18 Sept. 2014 Anaheim, CA USA
4
apex middle east conference February / March 2015 Abu Dhabi, UAE #APEXUAE
6
apex tec conference May 2015 Universal City, CA USA #APEXTEC
8
apex asia conference November 2015 Singapore #APEXAsia
5
apex multimedia market 20-22 April 2015 Prague, Czech Republic #APEXMarket
7
apex / ifsa expo 28 Sept. - 1 Oct. 2015 Portland, Oregon USA #APEXEXPO
9
apex tec conference 17-18 November 2015 Newport Beach, CA USA #APEXTEC
next up: the journey issue
Our next issue will contain highlights and coverage from the 2014 EXPO, and will also outline various types of journey cycles within the airline passenger experience and service industries. Look for features on wayfinding, the lifespan of a plane, plus a look at how airlines can help passengers cope with the emotional and physical stress of air travel.
illustration: freevectormap
october â&#x20AC;&#x201C; november, 2014
Tweeting from one of our upcoming events? Be sure to use the designated hashtag so other members can join the conversation!
124
august - september 2014
Airline Passenger Experience Association
apex experience
Follow us @theAPEXassoc
The Passenger Choice Awards are Changing!
1
2
What’s New for 2015? - Survey will be open for May and June only (instead of a full July – June calendar year). - Passengers will pick finalists. - Airlines will select winners from finalists via online ballot (instead of passengers). - Questions will be updated for easier completion.
1. Passenger Choice Awards program and table settings. 2. Garuda Indonesia named “Best in Region: Asia and Australasia” at the 2013 Passenger Choice Awards. 3. The awards ceremony underway with a full house of nominees and delegates.
3
It’s been an eventful year for the passenger experience – exciting innovations, updated regulations, changing passenger expectations. And airlines are about to reap the rewards at the annual APEX Awards Ceremony this September at EXPO. With all eyes on the 2014 winners, it’s never too soon to start looking to 2015 and securing your place among the world’s top airlines. In that regard, APEX has an exciting announcement about the future of the Passenger Choice Awards. The 2015 program has been revamped to help each airline better focus its promotional efforts and to give all airlines – big and small – a Airline Passenger Experience Association
shot at earning bragging rights! “For starters, we have condensed the window for completing surveys to the two months leading into summer – May and June,” said Dominic Green, chair of the APEX Awards Task Force. “The year-round survey had been seen by some as too broad, and airlines with limited resources were unable to go head-to-head with airlines that could drive participants for 12 solid months. We think this change will be a huge benefit for all airlines, and it will almost certainly paint an accurate picture of who is delivering what the passengers demand.” The Passenger Choice Awards were
created by APEX in 2010 to give passengers a direct way to communicate with airlines and to give the passenger experience industry a better idea of what’s working and what isn’t. Winners are honored yearly at the APEX Awards Ceremony at EXPO. While the schedule will change, the benefits to airlines will not. Participating airlines will continue to receive invaluable passenger data and comments compiled by world-renowned survey and consumer data group, the Nielsen Company. To learn more about the program, please email info@apex.aero.
august - september 2014
125
in-seat contactless retail system
IFPLs new passenger payment system for low value purchases.
INCREASED PASSENGER SALES BY UP TO 15%*
TARGET OFFERS & PROMOTIONS
PATENT APPLIED FOR
CRS
*SOURCE: JUNE 11 2013 www.contactlessintelligence.com
SEE US AT APEX - BOOTH 1815
EASY TO USE AND INSTALL
BREAK FREE
GO!
CHARGE!
BreakawayJack
Self TestingJack
USB Power Jack
Cut down on audio failures use our latest range of cleverly designed jack and plug combinations; single, double and triple pin versions available!
Send a high frequency audio tone through the IFE system then walk through the cabin. The green light tells you everything is working.
Charges compatible phone or tablet devices. Simple retrofit allows airlines to provide charging facilities at the seat.
T :+44(0)1983 DESIGNERS OF IN FLIGHT ENTERTAINMENT HARDWARE ELM
LANE,CALBOURNE,ISLE
OF
WIGHT, PO30
555900
E:ENQUIRIES@IFPL.COM
4JY
UK
IFPL.COM
apex experience
Follow us @theAPEXassoc
Hong Kong Following a hugely successful Regional Conference last November in Shanghai, China, APEX will return to Asia this fall. The region has been seen as increasingly important to the future of the passenger experience industry. In addition to the APEX Asia Conference, the association has plans to bring its flagship EXPO to Asia in the near future. For a full listing of upcoming events, see page 124. To suggest a topic for discussion at the event, please contact Lauren Beneri at lbeneri@kellencompany.com. For exhibition and sponsorship information, contact Michael Greskiewicz at michaelg@kellencompany.com. For general meeting inquiries, please reach out to Jean Xu at jxu@kellencompany.com. More information will be made available closer to the event.
1
2
4
3
What to Expect in Hong Kong - Two full days of educational programming covering trends, strategies and new technologies. - Leading industry experts discussing IFE, catering, connectivity and more. - Valuable exchange of ideas, industry information and best practices. - Opportunities to network with regional and global members. - Access to more than 200 airlines and suppliers from around the world.
1. Stephen Burn, Panasonic Avionics and Dr. Eckart Wallis, Lufthansa Systems 2. Delegates break to tour exhibits. 3. Raymond Zhou Lei and Ralf Cabos of Flight Focus. 4. Conference moderator Carmen Roberts of BBC World News. 5. “Coming Attractions: Hollywood Features for the Asian Market” panel: Ruth Walker, Disney Studios NonTheatrical; Tammy Wange, 20th Century Fox; Pravin Jumabhoy, Images In Motion. 6. Audience Q&A. 7. “Localizing the Airline Passenger Experience” panel: Mr. Yun Zhang, Air China and Mr. Suguang Dong, China Southern Airlines. 8. Networking Event boat cruise on Shanghai’s famous Bund River. 9. “Wireless Streaming & Portable Devices” panel session.
Airline Passenger Experience Association
5
7
6
8
9
august - september 2014
127
apex experience
Visit us at apex.aero
Big Changes in Marketing & Communication Dear APEX Members, As we all know, the biggest advantages and successes of our association are based on our community – YOU, the members, who work every day to share your unique assets in ways that benefit the membership at large. This is why we reoriented our MarCom strategy to be more member-centric, and we hope to improve transparency by focusing on the APEX communication values: Listen, Promote, Enhance, Integrate and Entertain. The more we can inspire our colleagues and share the value of APEX within our industry, the larger our community will grow – an outcome that is desirable for us all. Moving in this direction, the MarCom Committee has developed several improvement initiatives and ideas such as surveys, board panels, Question of the Month, new branding strategies for our events including a member-centric advertisement campaign, a tagline, a printed member directory and, of course, lots of entertaining stories with more photos and people at the forefront. The biggest change was the decision to re-launch the entire APEX Media Platform. To better meet your needs, we have partnered with Spafax to take our media presence to the next level. It is a pleasure to work with Al St. Germain and his team, and we hope you are pleased with the direction of the magazine. Each edition will be driven by a dedicated theme, which allows us to deliver information and data in a more cohesive manner. Our redesign focuses on updated graphics
Stay updated on MarCom news at > APEX.AERO
128
august - september 2014
CONNECT, LEARN & CREATE TOGETHER. If you would like to contribute editorial ideas, nominate a Q&A subject, suggest an issue theme or have any other feedback, feel free to contact us.*
and charts, highlighted statements to deliver concise messaging, and imagery to reinforce our APEX brand profile – all of which makes the magazine much easier, and even more fun, to read. You will also find a more prominent focus on individual members as we examine how personal stories and experiences complement their APEX activities. The APEX website is in redevelopment to better align our member resources with newly developed media channels. We hope you will find this online hub inspiring and easy to use: It is a robust platform that takes an integrated approach to deliver our member tools and resources, the magazine, social media and all other relevant channels to the APEX membership. We hope to promote member participation by communicating through this strong and active network. I have now been part of the Board for almost two years, and though things may move more slowly than we want, I now understand how to initiate change and growth. It is fun working alongside a great team of committee members, as well as Kellen and Spafax. We are all proud to contribute for the greater value of APEX, and I hope that you are enjoying our magazine today. Sincerely, > Ingo Wuggetzer MarCom Chair Airbus
*Please contact APEX Experience editor Terri Potratz at editor@apex.aero
Airline Passenger Experience Association
apex experience
Visit us at apex.aero
APEX Engages on DOT’s Plans for Closed Captions “I’ve been trying for some time to get airlines to provide closed captions on the movies on their airplanes,” said United States Senator Tom Harkin (D-Iowa) in June. “I can’t understand why they don’t do it. It doesn’t cost anything.” “If all video content on aircraft flying to US airspace [is] required to carry closed captions, it will [have] a huge economic impact,” said a respondent to the APEX membership survey in April. Citing the costs involved, another said, “If we had to closecaption everything… I doubt whether my business would continue.” Which of these statements is accurate? None of them, according to Michael Childers, chair of the APEX Technology Committee, who has been dealing with closed captioning in in-flight entertainment (IFE) since before 2006 when the US Department of Transportation (DOT) first issued a Notice of Proposed Rulemaking (NPRM) saying that it would require closed captions on all video content on commercial aircraft flying in and out of the United States. In engaging the DOT in 2006, the World Airline Entertainment Association (WAEA, predecessor to APEX) found that the agency was under the misconception that video monitors on commercial aircraft function like televisions on the ground where closed captions could be turned on and off by – in the words of the original NPRM – “the pressing of buttons that already exist on the television and audio-visual equipment.” By way of a white paper drafted in 2006 by Childers and Pierre Schuberth, currently with Thales, WAEA advised the DOT that because “(a)irline in-flight systems were not designed to accommodate broadcast closed captioning signals and technologies,” no such buttons existed in IFE. After a period
To read the full story online visit > APEX.AERO /CLOSEDCAPTIONS
130
august - september 2014
Timeline: DOT April Significant Rulemaking calendar Accessible In-Flight Entertainment RIN 2105-AE32 Stage: SNPRM Abstract: This is the second of three supplemental notices of proposed rulemaking (SNPRM) to follow-up on air travel accessibility issues discussed in the preamble of the 2008 final Air Carrier Access Act (ACAA) final rule. (The first SNPRM is RIN 2105-AD96, the third is RIN 2105-AE12.) This rulemaking action would consider wether carriers should be required to ensure that the same inflight entertainment available to all passengers is accessible to passenger with disabilities.
Milestone
Originally Scheduled Date
New Projected Date
To OST
05/05/2014
08/05/2014
To OMB
06/18/2014
09/16/2014
OMB Clearance
09/17/2014
12/15/2014
Publication Date
09/26/2014
12/26/2014
End of Comment Period
11/26/2014
02/24/2015
Source: Michael Childers, michael.childers@lhsystems.com
of engagement between the DOT and the Technology Committee, during which the cost impact of an IFE industry conversion to caption capability outside of its anticipated migration into MPEG-4 (a flexible audio and video compression format) was described, the DOT announced in 2008 that it was putting its rule-making on hold and would monitor the applicable technology. In 2013 the DOT announced that it was re-opening its NPRM, again proposing to mandate closed captions on aircraft flying in and out of the US, and APEX is once again engaging with the DOT. “The costs are real, but can be contained,” says Childers. It is the responsibility of APEX’s Closed Caption Working Group (CCWG), chaired by Lumexis’ Jon Norris, to develop a technical specification for the industry that makes closed captions a reality at minimal cost. The state of the art in closed captions today is Timed Text. In 2010, the TwentyFirst Century Communications and Video Accessibility Act (CVAA) was signed into law requiring that all US video content on
the Internet be closed captioned. The “safe harbor” technology for CVAA is Timed Text – specifically SMPTE Timed Text 2052, which is also codified in SMPTE’s Interoperable Master Format (IMF). Nearly all new content in the US has closed captions available in this form. However, few IFE systems support Timed Text. Analog systems do not. MPEG-1/2 systems generally support an earlier caption technology called “bitmap,” but in most cases only if they undergo substantial and costly software updates. MPEG-4 systems deal more readily with Timed Text, but the most common Timed Text still requires costly conversion to be usable in IFE. APEX and its CCWG are challenged to define the most efficient technical specification, evaluate the costs and implementation schedule, and deal with the more limited availability of closed captions outside the US. They must then convince the DOT, Sen. Harkin, and other interested parties to consider all of these factors in the eventual rule. Airline Passenger Experience Association
apex experience
Visit us at apex.aero
Lifetime Achievement Awards APEX is proud to honor industry leaders who have dedicated their lives to the enhancement of the passenger experience and advancing the industry with the Lifetime Achievement Award. This year, not one but two APEX members have earned this recognition for their long-term efforts and sustained commitment to the organization.
I would like to congratulate both Mark Horton and Lee Casey on this much deserved honor. They have always been a great source of guidance and wisdom for me and I’m very grateful to call them my friends. I know they will continue to be a positive influence for our association. Alfy Veretto, APEX President
132
august - september 2014
LEE CASEY Lee has been a key figure within the APEX community for many years, presently serving on the Education and Nominating Committees. Her extraordinary resume has earned her an impressive reputation in the IFE and aviation industry at large, and includes serving as general manager at Emphasis and director of Entertainment Services at Sony Trans Com/Rockwell Collins. She currently oversees Program Management, Installation and Content Integration as vice president of Customer Programs at Lumexis.
“Thank you so much for this award. APEX/WAEA have been a big part of my life for the last 23 years and I have met many amazing friends and colleagues. I especially want to honor the younger people in our industry, as I have learned so much from them. As I was 23 years ago, they now are the future of our industry and I encourage them to get more involved in our association, join committees, and share their ideas and dreams.”
MARK HORTON Mark Horton has had a long history with APEX. While working at British Airways he served on the Board for several years and in 1991 was president of the Association hosting the London conference. Leaving British Airways to consult, then to Spafax to establish their movie acquisitions division and now working as VP Non Theatrical Sales for Paramount Pictures in Hollywood, he has maintained a close link to APEX and currently serves on the Nominating Committee.
“My key challenges as president were to take the association ‘out of the red’ (we had a $1M deficit!) and to make it more professional and global. When I left the Board we had $1M in the bank and some ambitious development plans. It’s gratifying for me to see APEX today and that vision realized.”
Airline Passenger Experience Association
DMD is the worldâ&#x20AC;&#x2122;s premier provider of newspapers, magazines and digital publications to airlines. We work with more than 150 airlines and each year deliver over 200 million daily papers and magazines worldwide. Our digital press service Digiredoo provides content online to passenger-owned devices in premium lounges or at home on the day of travel, on seatback screens and direct to devices via onboard Wi-Fi. Alan McInnes Business Development Manager Direct: +44 (0) 7947 720924 / Desk: +44 (0) 1753 485000 alan.mcinnes@dawsonmd.com dawsonmd.com
IFSA
apex experience
Visit us at apex.aero
IFSA President’s Letter For the past four years, APEX and IFSA have collaborated to present the largest industrydriven event that is focused on the entire passenger experience. For the fifth consecutive year, APEX and IFSA are offering a co-located, fully integrated event where attendees can visit all exhibits during the full EXPO. That means more access to you, more networking opportunities and a greater value for all attendees. Join thousands of aviation professionals 15-18 September at the Anaheim Convention Center. While the EXPO involves an integrated tradeshow and joint education sessions, many unique IFSA happenings are planned that you will not want to miss. These events include: • 6th Annual IFSA Chef’s Competition: This competition offers a dynamic arena for chefs around the globe involved in airline and rail onboard services to perform their culinary magic. This year, students will assist our master chefs. • New! IFSA Foundation Casino Night: Attendees will enjoy blackjack, roulette,
134
august - september 2014
poker, craps, Wheel of Fortune and 50/50 raffles to provide support in the form of scholarships to college students and industry professionals seeking to advance their careers. • Breakout Sessions Focused on Passenger Experience: Sessions will focus on comfort and ambiance, entertainment and connectivity, content and technology, and catering and services. I strongly encourage you to make plans to attend the APEX/IFSA EXPO. This year’s conference agenda involves dynamic speakers who will provide timely education on in-flight trends and best practices. Attendees will gain plenty of opportunities to network and connect with key industry decision makers at airlines. More information about the EXPO is available on pages 26-33 of this magazine. I want to take this time to acknowledge those who have made extraordinary contributions to make this event a great success. Thank you to the members of the APEX/ IFSA Working Group, APEX
Education Committee, APEX Awards Committee, and IFSA Annual Conference Planning Committee who have worked throughout the year to plan this event. And, of course, thank you to our sponsors. Without their generous support, this event would not be possible. I look forward to seeing each of you in Anaheim this September. Cheers, > Pam Suder-Smith President International Flight Services Association
Airline Passenger Experience Association
Follow us @theAPEXassoc
IFSA
apex experience
Chef’s Competition During the EXPO, IFSA will host the 6th Annual IFSA Chef’s Competition. The Competition will be held on Tuesday 10 September in conjunction with the APEX/ IFSA 2013 EXPO at the Anaheim Convention Center in Anaheim, California USA.
IFSA Annual Conference Planning Committee The IFSA Annual Conference Planning Committee is tasked with producing a high quality exhibition and revolutionary educational content. Additionally, this group works closely with the APEX Education and Awards Committees throughout the year to ensure the event meets the needs of both association memberships. The IFSA Annual Conference Planning Committee members include: Jay Cravens, Delta Air Lines (Chair); Jim Ball, Flying Food Group (Co-Chairperson); Lori Bezada, AMI; Diego DeAstis, D.F.S., Inc.; Gregg Fly, DFMi; Kimberly Guanci Dylewski, Campione D’Italia Foods, LLC; Marcel Lagnaz, Gourmet Foods, Inc.; Lisa Luchau, Alaska Airlines; Paul Normand, Harvey Alpert & Company; Denise Poole, AMI; Bob Rosar, Gate Gourmet Americas. As always, the Planning Committee welcomes the feedback of association members. Additionally, we invite members to participate on the Committee. Also, if you have an interest in serving as a speaker, contact IFSA Headquarters at +1-678-298-1187 or e-mail ifsainbox@kellencompany.com.
Thank you to APEX/ IFSA EXPO Sponsors Platinum Harvey Alpert - The Coca-Cola Company Gold Airmarket - AMI Inflight - Delyse McGuire & Associates - Wessco Silver DFMi - En Route - FedEx Express gategroup - Michael J. Devine - RMT Global Partners, LLC - United Airlines - Watermark - Wente Bronze Clearwater Seafoods - Cuisine Solutions - Delta Airlines - Great Western Beef - Hawaiian Airlines - The Hershey Company - Intervine - Inventure (Boulder Chips) - King Nut Companies - Orvec - Sola Airline Cutlery: The Netherlands Sunberry Limited
Airline Passenger Experience Association
This exciting duel has a longstanding reputation for producing exciting, inspiring, mouth-watering cuisine that is sure to impress the competition judges. Each chef will be provided with a mystery basket of ingredients from which they will be asked to perform their culinary magic to produce an onboard-ready creation.
FDA Allergen Labeling Update There is an ongoing collaborative effort by members of IFSA, Airlines for America (A4A) and the entire onboard industry to work with the FDA on the applicable nature of the Allergen Labeling regulations to our industry. The goal is to align, define and implement an industry-wide standard that could be consistently applied across the board. We will continue to support and actively work with the FDA and other agencies to accomplish this aim. IFSA’s Government Affairs and Education Committee (GAEC) met with the FDA on 25 March, followed by a call on 17 April, with an FDA representative to answer our questions regarding labeling. A letter with industry feedback was sent to the FDA on 23 May, and we continue to actively discuss these regulations with our members and will meet with the FDA again in July to further align. We will continue to update our membership on all regulations and compliance requirements.
New in 2014: IFSA Foundation Casino Night Casino Night is a brand new fundraising event for IFSA Foundation this year, and will raise money for the IFSA Foundation. After dinner on Monday night, plan to stop by the California Ballroom for some fun, games, networking and drinks with your colleagues from 9 p.m. – midnight. Enjoy blackjack, roulette, poker, craps, Wheel of Fortune and 50/50 raffles! It’s a great way to win and raise money for the IFSA Foundation. To date, the Foundation has administered more than $340,000 in scholarships. *Ticketed event/additional fee for IFSA and APEX registrants. august - september 2014
135
ife
apex experience
Visit us at apex.aero
What to look for in the months ahead
Coming Attractions w
4 Minute Mile
An emotional story of a disenfranchised teen living on the wrong side of the tracks and desperate for a way out. His life collides with an old reclusive track coach – angry at the world with no purpose in life. After forming a bond, the two are forced to face circumstances as they race to save each other and ultimately themselves. Distributor: Encore Inflight Limited Contact: EDWIN CHEUNG
A Walk Among the Tombstones w i
Director: Scott Frank Cast: Liam Neeson, Dan Stevens, Ruth Wilson, Boyd Holbrook Based on Lawrence Block’s series of mystery novels. An ex-cop who now works as an unlicensed private investigator reluctantly agrees to help a heroin trafficker hunt down the men who murdered his wife when he learns that this is not the first time they have committed this sort of crime, nor will it be the last. Distributor: Jaguar Distribution Corp. Contact: Peter George
w
Again
Director: Sumio Omori Cast: Kiichi Nakai, Haru, Toshiro Yanagiba, Emi Wakui After Mie’s father dies she finds a bundle of his unsent cards. To find out why they were never sent, Mie tracks down Haruhiko Sakacho who played on the school baseball team with her father and eventually assembles her the entire team to play in the Masters Koshien. In doing so, uncovers a truth about her father and team. Distributor: Encore Inflight Limited Contact: Edwin Cheung * excluding japan
136
august - september 2014
N: North america
Director: Miguel Arteta Cast: Steve Carell, Jennifer Garner, Dylan Minnette, Ed Oxenbould, Kerris Dorsey Alexander experiences the most horrible day of his young life. He soon learns that he’s not alone when his mom, dad, brother and sister all find themselves living through their own terrible, horrible, no good, very bad day. Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker
* excluding French speaking territories
DISTRIBUTION rights codes
Alexander and the Terrible, Horrible, No Good, Very Bad Day w
I: outside north amErica
W: WorldWide
Airline Passenger Experience Association
photos: © Phoenix Rising Motion Pictures, LLC 2014; © Tombstones Productions, Inc. and Atsushi Nishijim; © 2015 Again Production Committee; © 2014 Disney Enterprises, Inc.
Director: Charles-Olivier Michaud Cast: Kelly Blatz, Cam Gigandet, Kim Basinger
photos: © 2013 ASIG Productions LLC and Clay Enos; Lionsgate Entertainment; © 2013 Killifish Productions, Inc. and Andrew Schwartz; © 2013 Killifish Productions, Inc. and Andrew Schwartz; © Velvet Rain Inc.
w
ife
apex experience
Follow us @theAPEXassoc
And So It Goes
i
Are You Here
w
Bald Mountain
Director: Rob Reiner Cast: Michael Douglas, Diane Keaton, Frankie Valli, Scott Shepherd
Director: Matthew Weiner Cast: Owen Wilson, Zach Galifianakis, Amy Poehler
Director: Heitor Dhalia Cast: Juliano Cazarré, Júlio Andrade, Sophie Charlotte, Wagner Moura
Self-centered realtor, Oren Little, wants nothing more than to sell one last house and retire in peace until his estranged son suddenly drops off a granddaughter he never knew existed. He pawns her off on his neighbor and tries to resume his life uninterrupted, but little by little in this uplifting comedy, he learns to open his heart.
When his off-the-grid best buddy Ben Baker inherits his estranged father’s fortune, womanizing local weatherman Steve Dallas joins forces with him to battle the legal challenge brought by Ben’s formidable sister, in the hilarious big-screen directorial debut from Mad Men creator Matthew Weiner.
Two best friends leave Rio de Janeiro to try their luck in Serra Pelada – the biggest open-pit mine in the world. But life at the mine changes everyone and everything. Power and greed quickly destroy the dream and reveal the dark side of human nature in this modern gold rush tale, set in the 1980s.
Distributor: Entertainment In Motion Contact: Bill Grant
Distributor: Encore Inflight Limited Contact: Edwin Cheung
Distributor: Jaguar Distribution Corp. Contact: Peter George
* excluding North America and Latin America
w
Beijing New York
Director: Rain Li Cast: Chiling Lin, Ye Liu, Richard de Klerk
i
Begin Again
Director: John Carney Cast: Keira Knightley, Mark Ruffalo, Catherine Keener, Hailee Steinfeld, Adam Levine
York to pursue their passion for music. She’s heartbroken when he dumps her for the fame and fortune of a big solo contract, but her world takes a turn for the better when a down-on-his-luck record producer stumbles upon her singing in a local bar. Distributor: Jaguar Distribution Corp. Contact: Peter George
Seduced by dreams of making it in the big city, Gretta and her long-time boyfriend move to New
DISTRIBUTION rights codes
Airline Passenger Experience Association
N: North america
I: outside north amErica
A touching love story that bridges time, distance and culture, intertwining the lives of two Chinese childhood friends and an American artist. As the film’s complex love triangle interweaves its way through the plot and each character’s life, they are ultimately forced to face life’s eternal questions head-on. Distributor: Encore Inflight Limited Contact: Edwin Cheung * excluding excluding mainland China, US
W: WorldWide
august - september 2014
137
apex experience
Visit us at apex.aero
w
Cavalry
Director: John Michael McDonagh Cast: Brendan Gleeson, Chris O’Dowd, Kelly Reilly, Dylan Moran, Aiden Gillen
w
Boyhood
Director: Richard Linklater Cast: Patricia Arquette, Ellar Coltrane, Lorelei Linklater, Ethan Hawke Filmed over 12 years with the same cast, Boyhood is a groundbreaking story seen through the eyes of a child who literally grows
w
Dolphin Tale 2
Director: Charles Martin Smith Cast: Harry Connick, Jr., Morgan Freeman, Ashley Judd, Kris Kristofferson, Nathan Gamble, Cozi Zuehlsdorff
up before our eyes. From road trips and family dinners to birthdays and graduations and all the moments in between, Boyhood is both a nostalgic time capsule and an ode to growing up and parenting. Distributor: Paramount Pictures Contact: Mark Horton
w
The Drop
w
Director: Michael Roskan Cast: Tom Hardy, Noomi Rapace, James Gandolfini, Matthias Schoenaerts The Drop takes an inside look at organized crime’s use of local New York City bars as money-laundering “drops.” When lonely bartender Bob Saginowski uncovers a drop of a different sort, in the form of a battered pit bull puppy that he rescues from certain death, he comes into contact with Nadia, a mysterious woman hiding a dark past.
Distributor: Warner Bros. Contact: Angelica McCoy
Distributor: Fox Searchlight Contact: Julian Levin
DISTRIBUTION rights codes
august - september 2014
Distributor: Fox Searchlight Contact: Julian Levin * excluding Canada, UK, Ireland, Australia, New Zealand, German speaking territories, Middle East and Baltic states
Winter’s surrogate mother, the elderly dolphin Panama, has passed away, leaving Winter without a pool mate and breaking the USDA regulation that forbids dolphins from being housed alone. Time is running out to find her a companion before the Clearwater team loses their beloved Winter to another aquarium.
138
A priest is faced with troubling circumstances brought about by a mysterious member of his parish. Although he continues to comfort his own fragile daughter and help members of his church with their scurrilous – and often comic – problems, he feels sinister forces closing in and begins to wonder if he will have the courage to face his own personal cavalry.
N: North america
The Equalizer
Director: Antoine Fuqua Cast: Denzel Washington, Marton Csokas, Chloë Grace Moretz, David Harbour Bill Pullman, Melissa Leo McCall believes he has put his mysterious past behind him and dedicated himself to beginning a new, quiet life, but when he meets Teri, a young girl under the control of violent Russian gangsters, he can’t stand idly by. Armed with hidden skills, McCall comes out of his retirement with his desire for justice reawakened. Distributor: Sony Pictures Releasing Contact: Rana Matthes
I: outside north amErica
W: WorldWide
Airline Passenger Experience Association
photos: © 2014 IFC Films; © 2014 Twentieth Century Fox Film Corporation. All rights reserved.; © 2014 Warner Bros. Ent. All rights reserved.; © 2014 Columbia Pictures Industries, Inc. and LSC Film Corporation and Village Roadshow Films North America Inc./Village Roadshow Films (BVI) Limited. All rights reserved.
ife
Š 2014 Disney Enterprises, Inc.
Coming to Airlines October 2014
Contact: Ruth Walker 818-560-1345 nt.disney.com
ife
i
apex experience
The Expendables 3
Director: Patrick Hughes Cast: Sylvester Stallone, Jason Statham, Harrison Ford, Mel Gibson, Arnold Schwarzenegger, Jet Li Barney, Christmas and the rest of the team come face-to-face with Conrad Stonebanks, who years ago co-founded The Expendables with Barney. Stonebanks subsequently became a ruthless arms trader who Barney was forced to kill... or so he thought. Having eluded death once before, now Stonebanks is making it his mission to end The Expendables.
w
Get On Up
Director: Tate Taylor Cast: Chadwick Boseman, Viola Davis, Octavia Spencer Based on the incredible life story of the “Godfather of Soul,” this film gives a fearless look inside the music, moves and moods of James Brown, taking audiences on the journey from his impoverished childhood to his evolution into one of the most influential figures of the 20th century. Distributor: Universal Contact: Phyllis Bagdadi
Distributor: Jaguar Distribution Corp. Contact: Peter George
Visit us at apex.aero
w
The Giver
Director: Phillip Noyce Cast: Jeff Bridges, Meryl Streep, Katie Holmes, Alexander Skarsgård, Brenton Thwaites, Taylor Swift Jonas lives in a seemingly ideal, if colorless, world of conformity and contentment. After spending time with “The Giver,” the sole keeper of all the community’s memories, Jonas discovers the dark truths of his community’s past and realizes that he must escape their world to protect them all – a challenge that no one has ever succeeded at before. Distributor: Terry Steiner International Contact: Nadja Rutkowski
w
God’s Pocket
Director: John Slattery Cast: Philip Seymour Hoffman, Christina Hendricks, Richard Jenkins When Mickey’s stepson is killed in a construction “accident,” nobody is sorry he’s gone. Mickey tries to bury the bad news with the body, but when the boy’s mother confronts him, he finds himself stuck in a life-and-death struggle between a body he can’t bury, a wife he can’t please and a debt he can’t pay. Distributor: Skeye Contact: Carole Fiset
The Grand Seduction w
Director: Don McKellar Cast: Taylor Kitsch, Brendan Gleeson, Liane Balaban
Distributor: Entertainment In Motion Contact: Bill Grant
* excluding Germany, Scandinavia, Benelux, Hungary, Poland, Latin America, India and Indonesia
DISTRIBUTION rights codes
140
august - september 2014
The small harbor of Tickle Cove is in dire need of a doctor so that the town can land a contract to secure a factory – saving the town from financial ruin. Village resident Murray French leads the search, and when he finds Dr. Paul Lewis, he employs tactics – along with the whole town – to seduce the doctor to stay permanently.
N: North america
I: outside north amErica
W: WorldWide
Airline Passenger Experience Association
photos: © Millennium Films; © 2014 Universal Pictures; © 2014 The Giver SPV, LLC. All rights reserved; © 2014 IFC Films; Voltage Pictures
* excluding French speaking territories
This Is Where I Leave You
Jeff Crawford jeff.crawford@ warnerbros.com
aNGeLICa McCoY angelica.mccoy@warnerbros.com
wbnts.warnerbros.com
Š 2014 Warner Bros. Pictures. All rights reserved.
ife
Visit us at apex.aero
Happy Christmas
Director: Joe Swanberg Cast: Anna Kendrick, Lena Dunham, Joe Swanberg, Melanie Lynskey, Mark Webber When Jenny, a hard partying 20-something, moves in with Kelly, a budding novelist, her film director husband and their two-year-old son after a breakup, the family’s idyllic life is shaken. Jenny begins a rocky relationship with their babysitter, and brings Kelly to the realization that change in her life, career and relationship is necessary for her happiness. Distributor: Paramount Pictures Contact: Mark Horton
w
Hercules
Director: Peter Chelsom Cast: Simon Pegg, Toni Collette, Rosamund Pike, Stellan Skarsgård
The HundredFoot Journey w
Director: Brett Ratner Cast: Dwayne Johnson, Ian McShane, Rufus Sewell, Joseph Fiennes, John Hurt Haunted by a sin from his past, Hercules has become a mercenary, traveling ancient Greece selling his services for gold and using his legendary reputation to intimidate enemies. But when the benevolent ruler of Thrace and his daughter seek Hercules’ help to defeat a terrifying warlord, Hercules must again become the hero he once was. Distributor: Paramount Pictures Contact: Mark Horton
Hector and the Search for Happiness i
Director: Lasse Hallström Cast: Helen Mirren, Om Puri, Manish Dayal, Charlotte Le Bon Hassan Kadam is a culinary ingénue. Displaced from their native India, he and his family settle in a village in France, the perfect place to open an Indian restaurant. That is, until the chilly chef proprietress of a Michelin-starred, classical French restaurant located across the street gets wind of it.
Hector is a quirky psychiatrist who embarks on a global quest in the hopes of uncovering the elusive secret formula for true happiness. Based on the worldwide best-selling novel of the same name, Hector and the Search for Happiness is a rich, exhilarating and hilarious tale. Distributor: Entertainment In Motion Contact: Bill Grant
w
I Origins
Director: Mike Cahill Cast: Michael Pitt, Brit Marling I Origins follows a molecular biologist whose study of the human eye points to evidence with far reaching implications about our scientific and spiritual beliefs. Distributor: Fox Searchlight Contact: Julian Levin
Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker * excluding EMEA and India
DISTRIBUTION rights codes
142
august - september 2014
N: North america
I: outside north amErica
W: WorldWide
Airline Passenger Experience Association
photos: © Magnolia Pictures; Bankside Films; © 2014 Paramount Pictures; © 2014 by DreamWorks II Distribution Co., LLC.; © 2014 Twentieth Century Fox Film Corporation. All rights reserved.
w
apex experience
14-06-03 2:12 PM
Apex 1-2 Hor.indd 1
soaring to new heights! Have your daily dose of PAX news delivered directly to your inbox. Subscribe to the FREE apexnews daily SmartBrief! apexnews daily SmartBrief is your one-stop, global, industry news source covering every facet of the airline passenger experience.
Every two weeks you also receive apexnews digest, a compilation of headlines and incisive original content covering the passenger experience. To subscribe, please visit www.apex.aero. apexnews daily SmartBrief is the latest in a series of new innovations from the Airline Passenger Experience Association (APEX), the community of businesses and professionals committed to world-class airline experience for passengers around the globe! Not a member yet? Call or click to join APEX today. +1.212.297.2177 â&#x20AC;˘ info@apex.aero â&#x20AC;˘ www.apex.aero
photos: © 2014 Warner Bros. Ent. All rights reserved; © 2014 Warner Bros. Ent. All rights reserved; © Samuel Goldwyn; © Michel Roggo; Couresty of Cohen Media Group
w
ife
apex experience
Follow us @theAPEXassoc
If I Stay
w
Into the Strom
Director: R.J. Cutler Cast: Chloe Grace Moretz, Mireille Enos, Jamie Blackley, Joshua Leonard, Liana Liberato, Lauren Lee Smith
Director: Steven Quale Cast: Richard Armitage, Sarah Wayne Callies, Matt Walsh, Alycia DebnamCarey, Arlen Escarpeta, Max Deacon
Mia had it all: A loving family, an adoring boyfriend, and a bright future full of music. But suddenly, a family drive on a snowy day changes everything – taking almost everything away from her. Caught between life and death, Mia spends one critical day contemplating a future that is now more unknowable than ever.
In the span of a day, the town of Silverton is ravaged by an unprecedented onslaught of tornadoes. Most people seek shelter, while storm chasers run towards the vortex, testing Mother Nature for that once-in-a-lifetime shot. Professional storm chasers, thrill-seekers, and courageous townspeople document the storm and it’s aftermath.
Distributor: Warner Bros. Contact: Angelica McCoy
w
Ivory Tower
Director: Andrew Rossi As tuition rates spiral beyond reach and student loan debt passes $1 trillion, Ivory Tower asks: Is college worth the cost? From the halls of Harvard, to public colleges in financial crisis to Silicon Valley, filmmaker Andrew Rossi reveals how colleges in the United States came to embrace a business model that often promotes expansion over quality learning. Distributor: Paramount Pictures Contact: Mark Horton
Distributor: Warner Bros. Contact: Angelica McCoy
N
Le Chef
Director: Daniel Cohen Cast: Jean Reno, Michaël Youn, Raphaëlle Agogué
The Land of the Bears
a teenage bear and a big male convey the power of individual destinies, surrounded by the grandiose extravagance of the landscapes.
Jean Reno stars as a veteran chef who faces off against his restaurant group’s new CEO. When management tries to sabotage Reno’s Michelin star, he brings in a younger chef (Michaël Youn) who specializes in molecular gastronomy.
Director: Guillaume Vincent
Distributor: Terry Steiner International Contact: Nadja Rutkowski
Distributor: Terry Steiner International Contact: Nadja Rutkowski
* excluding France, CIS, German-speaking Europe, Australia, New Zealand (holdbacks in China)
* US only
w
From the director of The Monkey Who Crossed the Sea, comes a new breathtaking immersion amid the bears in their extraordinary world. In the brutal and savage wilderness of the Kamchatka peninsula, a mother, her two cubs,
DISTRIBUTION rights codes
Airline Passenger Experience Association
N: North america
I: outside north amErica
W: WorldWide
august - september 2014
145
apex experience
Visit us at apex.aero
w
Let’s Be Cops
Director: Luke Greenfield Cast: Damon Wayans Jr., Jake Johnson, Rob Riggle, Nina Dobrev, James D’Arcy, Andy Garcia Let’s Be Cops is the ultimate buddy cop movie except for one thing: They’re not cops. When two struggling pals dress as police officers for a costume party, they become neighborhood sensations. But when these newly minted “heroes” get tangled in a real-life web of mobsters and dirty detectives, they must put their fake badges on the line. Distributor: 20th Century Fox Contact: Julian Levin
w
*
Love is Strange
Director: Ira Sachs and Mauricio Zacharias Cast: John Lithgow, Alfred Molina, Marisa Tomei, Darren Burrows, Charlie Tahan, Cheyenne Jackson Ben and George take advantage of New York’s new marriage laws and tie the knot after being together for 39 years. Unfortunately, the Catholic school where George teaches does not approve and reluctantly fires him, forcing the couple to split up and stay with friends while they look for cheaper housing – a situation that weighs heavily on all involved.
w
Lucy
Director: Luc Besson Cast: Scarlett Johansson, Morgan Freeman, Analeigh Tipton From La Femme Nikita and The Professional to The Fifth Element, Luc Besson has created some of the most memorable female action heroes in cinematic history. Now, Besson directs Scarlett Johansson in an action-thriller that tracks a woman who, after getting accidentally caught in a dark deal, turns the tables on her captors and transforms into a merciless warrior. Distributor: Universal Contact: Phyllis Bagdadi
august - september 2014
Set in the 1920s on the opulent Riviera, this romantic comedy is about a master magician trying to expose a psychic medium as a fake. What follows is a series of events that are magical in every sense of the word and send the characters reeling. But in the end, the biggest trick is the one that fools us all.
* Puerto Rico, Bermuda, the Bahamas, American Virgin Islands, Saba, St. Eustatius, St. Kitts, St. Maarten, US
*Bahamas, Bermuda, Europe (German-speaking), Saba, Scandinavia, St. Eustatius, St. Kitts-Nevis, St. Maarten, US; excluding Switzerland (Germanspeaking)
146
Director: Woody Allen Cast: Eileen Atkins, Colin Firth, Marcia Gay Harden, Hamish Linklater, Simon McBurney, Emma Stone, Jacki Weaver
Distributor: Sony Pictures Releasing Contact: RANA MATTHES
Distributor: Sony Pictures Releasing Contact: Rana Matthes
DISTRIBUTION rights codes
Magic in the Moonlight *
N: North america
I: outside north amErica
W: WorldWide
Airline Passenger Experience Association
photos: © 2014 Twentieth Century Fox Film Corporation. All rights reserved; Jeong Park, Courtesy of Sony Pictures Classics; © 2014 Universal Pictures; Jack English © 2014 Gravier Productions, Courtesy of Sony Pictures Classics
ife
NEW MINISERIES
NEW LIMITED SERIES
NEW SEASON
NEW SEASON
NEW SERIES
NEW SEASON
©2014 Home Box Office, Inc. All rights reserved. HBO® and related channels and service marks are the property of Home Box Office, Inc.
photos: © 2014 John Cusack, Julianne Moore, Robert Pattinson and Mia Wasikowska in Maps to the Stars; © 2014 Marvel; © 2014 Twentieth Century Fox Film Corporation. All rights reserved; © 2014 Disney Enterprises, Inc.
w
ife
apex experience
Follow us @theAPEXassoc
Maps to the Stars
Director: David Cronenberg Cast: Robert Pattison, Julianne Moore, Carrie Fisher The Weiss family is the archetypical Hollywood dynasty: Stafford is a coach who has made a fortune with his self-help manuals, and Cristina mostly looks after the career of their son Benjie, a child star. An actress and client of Stafford’s dreams of remaking a movie that made her mother famous, but is haunted by her in visions. Distributor: Skeye Contact: Carole Fiset * excluding France, Monaco, Andorra, Canada, UK
Marvel’s Guardians of the Galaxy w
Director: James Gunn Cast: Chris Pratt, Zoe Saldana, Dave Bautista, Vin Diesel, Bradley Cooper This action-packed space adventure expands Marvel’s cinematic universe into the cosmos, where brash adventurer Peter Quill finds himself the object of an unrelenting bounty hunt after stealing a mysterious orb coveted by a powerful villain with ambitions that threaten the entire universe. To evade his pursuers, Quill is forced into an uneasy truce with a quartet of disparate misfits.
w
The Maze Runner
Director: Wes Ball Cast: Dylan O’Brien, Kaya Scodelario, Aml Ameen, Thomas Brodie-Sangster, Will Poulter When Thomas wakes up trapped in a massive maze with a group of other boys, he has no memory of the outside world other than strange dreams about a mysterious organization. Only by piecing together fragments of his past with the clues he discovers in the maze can Thomas hope to uncover his true purpose and find a way to escape. Distributor: 20th Century Fox Contact: Julian Levin
Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker
Million Dollar Arm w
Director: Craig Gillespie Cast: Jon Hamm, Aasif Mandvi, Bill Paxton, Suraj Sharma, Lake Bell, Alan Arkin A sports agent in a career slump schemes to find baseball’s next great by producing a reality show competition in India, and nets two 18-year-old boys who know nothing about baseball, yet have a knack for throwing a fastball. As the boys learn the finer points of baseball, JB learns important lessons of his own. Based on a true story. Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker
DISTRIBUTION rights codes
Airline Passenger Experience Association
N: North america
I: outside north amErica
W: WorldWide
august - september 2014
149
apex experience
Visit us at apex.aero
w
Miss Sixty
Director: Sigrid Hoerner Cast: Iris Berben, Edgar Selge, Carmen Maja Antoni, Björn von der Wellen, Jördis Richter The good news is that you can live until you’re 100 years old, but society doesn’t need you after 60. So what do you do with the last third of your life? Louise, a strong and independent biologist, decides to have a baby. Frans decides to re-start his career by discovering the next rising star in the contemporary art scene. Distributor: Encore Inflight Limited Contact: Edwin Cheung * excluding German speaking territories
w
i
Mommy
w
No Good Deed
w
The Normal Heart
Director: Xavier Dolan Cast: Anne Dorval, Suzanne Clément, Antoine-Olivier Pilon
Director: Sam Miller Cast: Idris Elba, Taraji P. Henson, Leslie Bibb, Kate del Castillo, Henry Simmons
Director: Ryan Murphy Cast: Mark Ruffalo, Matt Bomer, Taylor Kitsch, Jim Parsons, Julia Roberts
Diane Després, a widowed mother, is overwhelmed by the difficulty of raising her troubled, sometimes violent son Steve as a single parent when she begins to receive assistance and support from her mysterious new neighbor Kyla.
Terri is a devoted wife and mother of two, living an ideal suburban life in Atlanta when a charming but dangerous escaped convict, shows up at her door claiming car trouble. Terri offers her phone to help him but soon learns that no good deed goes unpunished when he invades her home and terrorizes her family.
Set against of the onset of the HIV-AIDS crisis in New York City in the early 1980s, the film – adapted from Larry Cramer’s play of the same name – takes an unflinching look at the nation’s sexual politics as gay activists fight to expose the truth about the burgeoning epidemic to a city and nation in denial.
Distributor: Sony Pictures Releasing Contact: Rana Matthes
Distributor: HBO Contact: Kalliope Diakos
Distributor: Skeye Contact: Carole Fiset
DISTRIBUTION rights codes
150
august - september 2014
N: North america
I: outside north amErica
W: WorldWide
Airline Passenger Experience Association
photos: © moneypenny filmproduktion and Bavaria Pictures; © Shayne Laverdière; © 2014 Screen Gems, Inc. All rights reserved; © 2014 Home Box Office, Inc. All rights reserved. HBO ® and related channels and service marks are the property of Home Box Office, Inc.
ife
ife
w
apex experience
One Chance
Director: David Frankel Cast: James Corden, Alexandra Roach, Julie Walters, Colm Meaney One Chance is the inspirational true story of Paul Potts, a shy, bullied shop assistant by day and amateur opera singer by night. Paul became a YouTube phenomenon after being chosen by Simon Cowell for Britain’s Got Talent. Wowing audiences with his phenomenal voice, Paul went on to win the competition and the hearts of millions. Distributor: Terry Steiner International Contact: Nadja Rutkowski
Visit us at apex.aero
Planes: Fire and Rescue
The Purge: Anarchy
Director: Bobs Gannaway Cast: Dane Cook, Julie Bowen
Director: James DeMonaco Cast: Frank Grillo, Kiele Sanchez, Michael K. Williams
w
This new comedy-adventure about second chances follows the dynamic crew of elite firefighting aircraft that protects historic Piston Peak National Park. World famous air racer Dusty learns that his engine is damaged and he can’t race again, so he shifts gears and joins veteran fire and rescue helicopter Blade Ranger and his courageous team. Distributor: Disney Studios Non-Theatrical Contact: Ruth Walker
w
A defenseless young couple find themselves stranded in the city on the one night of the year that all crime, including murder, is legal in this self-contained sequel from producer Jason Blum and original Purge writer and director James DeMonaco. Distributor: Universal Contact: Phyllis Bagdadi
Pusdey the Dog: The Movie i
Director: Nick Moore Cast: Pudsey, David Walliams, Jessica Hynes, Jim Tavare, John Sessions Join Britain’s Got Talent winner Pudsey in this heartwarming adventure – set to be a modernday classic for all the family. As London stray Pudsey finds a loving family, his new life is threatened when their dog-hating landlord Mr. Thorne plots to demolish the entire village. Distributor: Jaguar Distribution Corp. Contact: Peter George * excluding uk
DISTRIBUTION rights codes
152
august - september 2014
N: North america
I: outside north amErica
W: WorldWide
Airline Passenger Experience Association
photos: © 2013 One Chance, LLC. All rights reserved; © 2014 Disney Enterprises, Inc; © 2014 Universal Pictures; © Vertigo Films Ltd.
* excluding Canada
With journalists in more countries than any other international news broadcaster, we donâ&#x20AC;&#x2122;t just report a story, we live it.
Apex 1-2 Hor.indd 1
14-07-04 11:17 AM
Animal Encounters Witness a unique bond between people and animals
Contact Deutsche Welle | 53110 Bonn | Germany sales@dw.de
www.dw-transtel.de
ife
apex experience
Follow us @theAPEXassoc
Qu’est-Ce Qu’on A Fait Au Bon Dieu (Serial Bad Weddings) w
photos: © 2013 Les Films Du 24, TF1 Droits Audiovisuels, TF1 Films Production; Summit Entertainment; © 2014 Paramount Pictures; © 2014 Warner Bros. Ent. All rights reserved.
Director: Philippe De Chauveron Cast: Christian Clavier, Chantal Lauby, Ary Abittan, Medi Sadoun Marie and Claude Verneuil are old school: A respected upper class family with four beautiful daughters. Isabelle, Odile and Ségolène have married interracially, so when Laure announces her intention to marry Charles, her parents are delighted at the prospect of a traditional wedding. But when they learn Charles is from Africa, something snaps. Distributor: Skeye Contact: Carole Fiset * excluding France, Monaco, Andorra, US
w
Step Up: All In
Director: Trish Sie Cast: Alyson Stoner, Briana Evigan, Ryan Guzman One of the most popular dance franchises in film history takes competition to astonishing new heights in Step Up: All In. In the next exciting chapter of the international phenomenon, allstars from previous installments come together in glittering Las Vegas, battling for a victory that could define their dreams and their careers. Distributor: Entertainment In Motion Contact: Bill Grant
Teenage Mutant Ninja Turtles
This is Where I Leave You
Director: Jonathan Liebesman Cast: Megan Fox, Will Arnett, William Fichtner, Alan Ritchson, Noel Fisher, Jeremy Howard, Pete Ploszek
Director: Shawn Levy Cast: Jason Bateman, Tina Fey, Adam Driver, Rose Byrne, Corey Stoll, Kathryn Hahn
Darkness has settled over New York City as Shredder and his evil Foot Clan have an iron grip on everything from the police to the politicians. The future is grim until four unlikely outcast brothers rise from the sewers and discover their destiny as Teenage Mutant Ninja Turtles.
When their father passes away, four grown siblings are forced to return to their childhood home and live under the same roof for a week, along with their over-sharing mother and an assortment of spouses, exes and might-havebeens. Confronting their history and the frayed states of their relationships, they ultimately reconnect in hysterical and emotional ways.
w
Distributor: Paramount Pictures Contact: Mark Horton
w
Distributor: Warner Bros. Contact: Angelica McCoy
DISTRIBUTION rights codes
Airline Passenger Experience Association
N: North america
I: outside north amErica
W: WorldWide
august - september 2014
155
n
apex experience
The Trip to Italy
Director: Michael Winterbottom Cast: Rob Brydon, Marta Barrio, Steve Coogan In this witty follow-up to The Trip, the pair reunites to retrace the steps of the Romantic poets’ grand tour of Italy and indulge in some sparkling banter and impersonation-offs. They enjoy mouthwatering meals in gorgeous settings from Liguria to Capri while riffing on subjects as varied as Batman’s vocal register to the virtue of sequels. Distributor: Terry Steiner International Contact: NADJA RUTKOWSKI * only us
When the Game Stands Tall w
Director: Thomas Carter Cast: Jim Caviezel, Michael Chiklis, Alexander Ludwig, Clancy Brown, Laura Dern Inspired by a true story, When the Game Stands Tall tells the journey of legendary high school football coach who took his team from obscurity to a 151-game winning streak. When the streak is broken and tragedy strikes, he must teach his players – and the entire town – that it’s not about how you fall, but how you get back up. Distributor: Sony Pictures Releasing Contact: Rana matthes
Visit us at apex.aero
i
Wish I Was Here
Director: Zach Braff Cast: Zach Braff, Kate Hudson, Pierce Gagnon, Joey King, Ashley Greene Aidan Bloom is a struggling actor, husband and father who at 35, is still trying to find his true place in life. When his ailing father can no longer afford to pay for private school for his two kids, Aidan reluctantly agrees to attempt to home-school them. Through teaching them about life his way, he gradually discovers himself. Distributor: Skeye Contact: Carole Fiset * excluding Australia, New Zealand, Israel
i
The Zero Theorem
Director: Terry Gilliam Cast: Christoph Waltz, Mélanie Thierry, Matt Damon, David Thewlis Qohen Leth is an eccentric and reclusive computer genius plagued with existential angst. Living in isolation in a burnt-out church, he obsessively works on a mysterious project personally delegated to him by Management, aimed at discovering the meaning of life - or the lack thereof - once and for all. Distributor: Entertainment In Motion Contact: Bill Grant
DISTRIBUTION rights codes
156
august - september 2014
N: North america
I: outside north amErica
W: WorldWide
Airline Passenger Experience Association
photos: © 2014 Trip Films Ltd; © 2014 CTMG. All rights reserved; © 2014 Focus Features; Voltage Pictures.
ife
apex experience
Follow us @theAPEXassoc
Editors’ Reading List
Reading List
Read our extra picks at > APEX.AERO/BOOKS
The Circle dave eggers The information and Internet age – and the social and philosophical quandaries that come with it – knows no boundaries, now even reaching upwards of 35,000 ft. in Wi-Fi enabled aircraft. The Circle probes important questions about social constructions of privacy and corporate ownership of personal information in a fictional, yet eerily plausible, vision of the near future. If you use Google and have a social media account, this is definitely worth a read. > Katie’s pick
Pressure Cooker don biggs A dramatic and entertaining look at air traffic control in Southern California, with a focus on the controllers themselves. This is one of the first books I can ever remember reading about the airline industry, it was a library rental when I was in my early teens. For an airline geek like me, it was better than any fiction. It’s long been out of print, but you may be able to find a copy on eBay. If you’re interested in the dynamic world of airports, and/or live in SoCal, you’ll like this book. > Al’s pick
The Virgin Way richard branson A book on leadership and marketing from Virgin Group CEO and founder Richard Branson, who has long been an industry leader when it comes to innovative thinking. From an author who has only ever worked for himself, this book gives a unique perspective on how to lead a forward-thinking global company. This is an entertaining read, and anyone interested in airline marketing and leadership development will appreciate it. Especially loved the “The Party Line” chapter which outlines Branson’s inspiration for his famous April Fool’s pranks. > Terri’s pick
Airline Passenger Experience Association
august - september 2014
159
Advertiser’s Index Aero Vista Entertainment www.aerovistaent.com > See page 144 Airborne Interactive www.airborne.aero > See page 81 Airbus www.airbus.com > See pages 6 & 7 Aircraft Cabin Systems www.aircraftcabinsystems.com > See page 129 Arinc (Rockwell Collins) www.rockwellcollins.com > See page 45 Astronics www.astronics.com > See pages 39 & 120 Avid Airline Productions www.avidproducts.com > See page 131 BAE Systems www.baesystems.com > See pages 8 & 9 BBC Worldwide Limited www.bbc.co.uk > See page 154 Betria Interactive LLC www.flightpath3d.com > See page 21 Bluebox Avionics www.blueboxavionics.com > See page 106 Carlisle Interconnect Technologies www.carlisleit.com > See page 76
Ad Index
apex experience
Follow us @theAPEXassoc
Cine Magnetics www.cinemagnetics.com > See page 151 Dawson Media Direct www.dawsonmd.com > See page 133
HBO www.hboinflight.com > See page 147
Deutsche Welle www.dw.de > See page 154
IMG Media www.img.com > See page 15
DigEcor www.digecor.com > See page 104 E-Leather www.eleathergroup.com > See page 47 Emphasis Video www.emphasis-video.net > See page 148 Emteq www.emteq.com > See page 81 Entertainment In Motion www.skyfilms.com > See page 157
Inflight Canada Inc www.inflightcanada.com > See page 11
Twentieth Century Fox Film Corporation / Fox In Flight www.foxinflight.com > See page 17 Global Eagle Entertainment www.globaleagleent.com > See pages 2 & 3 Gogo LLC www.gogoair.com > See pages 4 & 5 Guest Logix www.guestlogix.com > See page 62
airline passenger experience:
MEMBER ACCESS It is the APEX mission to offer members a wide range of opportunities to excel in the airline passenger experience industry by keeping them current with the latest industry news, trends and developments, and providing the means to foster a communicative relationship with clients and colleagues around the world.
Honeywell Aerospace www.honeywell.com > See Survival Guide
Inflight Direct www.inflightdirect.com > See page 113 Inflight Entertainment Products www.ifeproducts.com > See page 100 Inflight Peripherals www.ifpl.com > See page 126 Inmarsat www.inmarsat.com > See page 35 Interact www.interact.aero > See pages 13 & 160 Jaguar Distribution Corporation www.jaguardc.com > See Gatefold insert KID Systeme GbmH www.kid-systeme.de > See page 116
Linstol www.linstol.com > See page 115 Long Prosper Enterprise Company www.longprosper.com > See page 158 LSG Sky Chefs www.lsgskychefs.com > See page 71 Lufthansa Systems www.lhsystems.com > See page 96 Lumexis Corporation www.lumexis.com > See page 163 OnAir www.onair.aero > See page 118 Optimares www.optmares.com > See page 64 Panasonic Avionics Corporation www.panasonic.aero > See page 164 Paramount Pictures www.paramount.com > See front cover gatefold Pascall Electronics Limited www.pascall.co.uk > See page 37 Phitek Systems www.phitek.com > See page 122 Rockwell Collins www.rockwellcollins.com > See page 52 Skycast www.skycastsolutions.com > See page 61
Sony Pictures Releasing Corporation www.sonypicturesinflight.com > See page 143 Soundchip www.soundchip.ch > See page 19 Stellar Entertainment www.stellargroup.com > See page 22 Telefonix www.telefonixinc.com > See page 55 Thales Avionics www.thales-ifec.com > See page 59 T-Mobile www.telekom.com > See page 89 Turner In-flight Services www.turnerinflightservices.com > See page 153 Video Technology Services www.videotechnologyservices.com > See page 24 Walt Disney Studios Motion Pictures www.ebvnt.disney.com > See page 139 Warner Bros www.warnerbros.com > See page 141 WOI www.woi.aero > See page 43 Zodiac In-Flight Entertainment www.imsco-us.com > See page 49
APEX EXPO This is the industry’s largest trade show, featuring 250 exhibitors and thousands of the latest in-flight products, systems and services. MULTIMEDIA MARKET Attend the only global industry event focused specifically on bringing together in-flight content buyers and leading providers of short-subject programming, TV, movies, games, GUIs and apps. REGIONAL CONFERENCES Participate in interactive sessions around the world, led by industry experts and early adopters as they share their knowledge on issues related to comprehensive, high-interest passenger experience-related topics. TECHNOLOGY CONFERENCES Join industry leaders in creating quality and compatibility standards.
APEX.AERO The members-only section of the APEX website includes the Member Directory, a virtual “who’s who” of the airline passenger experience industry, as well as educational reference materials, research reports, event transcripts and video presentations. APEX MEDIA In addition to the bimonthly publication of the magazine, APEX will be refocusing our online media presence in the coming months to provide members with a comprehensive platform on which to connect, interact and contribute. For association and industry news, follow @theAPEXassoc on Twitter
Throwback
apex experience
Visit us at apex.aero
Early Days of EXPO We scoured the AEA, WAEA and Avion archives for early conference coverage, and the material we turned up shed some striking insights on the history of APEX and the EXPO. Here are some of our favorite quotes from those issues: 1
2
“I can recapture the emotional ambiance of those original, intimate meetings and get-togethers as we began to talk to one another about common goals and the problems we shared. There was an energy about the place, a seeking out of productivity, and a forming sense of group identity – a developing clarity that the growth of our business would always be linked to the health of us all as a community. We were springing to life.” > Jeff Klein Jaguar Distribution, 1999 “The future isn’t simply a railway track down which a mighty juggernaut is thundering towards us, inevitable and unstoppable. It’s more like a complicated ... yard full of choice about which switches we pull, about which direction we take. So as a filmmaker and a futurologist, I’m delighted to welcome you to a conference that will combine the effects of culture and technology.” > Philip Adams Film producer, 1987 “I admit to having some trepidation about an open forum gathering to include both airlines and competitors. That concern was blown away in about five minutes when attendees from all sides realized we shared the same concerns, and here was a platform to talk about problems and point the way to solutions.” > John McMahon debis AirFinance, 1999
3
4
1. Primelight team. 2. 1983 AEA Newsletter, “Airline Forum” panel. 3. 1987 WAEA Newsletter, WAEA Board of Directors. 4. 1987 WAEA Newsletter, New Members Reception. 5. 1985 WAEA Newsletter, “Haslam, Ellis, Ten, Covell, Ketelsen and Sloan: some of the many setting the new world stage.”
5
If you are an APEX member who is interested in contributing to the “Throwback” page, please submit your personal stories relating to the airline industry, or a moment or product in aviation history, to editor@apex.aero
162
august - september 2014
Airline Passenger Experience Association
Lumexis FTTS速 Inflight Entertainment Systems
Best By Every Measure LIGHTEST WEIGHT G R E AT E S T C A PA C I T Y LOWEST COST HIGHEST RELIABILITY FTTS eliminates all equipment boxes between the server and the seat-back IFE screens. With fewer parts, FTTS is lighter than other embedded IFE systems while providing higher system reliability and lower maintenance costs.
Please Visit
www.lumexis.com
Stand 1400 APEX EXPO 2014 16-18 September Anaheim CA
Panasonic Avionics Corporation
Earn more, every flight. Every time an aircraft climbs to 35,000 feet, you have a unique opportunity to engage your passengers and increase your bottom line. At Panasonic Avionics, we are constantly developing new ways to help you maximize revenue. From broadband connectivity to Near Field Communication (NFC), we’re making revenue generation easier than ever. We’re creating new revenue streams with higher levels of personalization and passenger-specific advertising. We’re enabling real-time credit card transactions so you can offer higher value items from your in-flight shopping catalog. And we’ve designed our solutions so that you can offer items through both the seatback and your passengers’ own devices. So if you’re looking to use the power of IFEC to increase your bottom line, look to Panasonic Avionics and visit us online at panasonic.aero.
panasonic.aero © 2014 Panasonic Avionics Corporation. All Rights Reserved. AD227