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Virtually all the major airlines have declared bankruptcy at one time or another during the last few years and several well known names are no longer with us – Midway and TWA for example. Airlines – like other companies – have to make every dollar count and it’s important to be sure that promotional gifts are going to the target audience.
To maximize profits, airlines have always targeted their most profitable passengers – not necessarily the ones who fly the most, but the ones who pay the most for their tickets. Airlines are also well aware that certain companies prefer to have their employees fly a particular airline - and it’s also beneficial to target those decision-makers. Any free or promotional gifts are generally distributed to such people.
Elite flyers with an airline generally receive such perks as their own toll free reservations number, preferential treatment when it comes to delayed or overbooked flights and free upgrades to first or business class. American Airlines recently announced a special Concierge Desk to ensure its most important passengers receive the attention they deserve, on the ground as well as in the air.
However, the small touches can be equally as important, as well. One of the most effective promotional gifts is the basic airline amenity kit. Passengers who are traveling in first or business class generally receive one of these kits from the flight attendant when they board, or find one on the seat waiting for them.
The name and logo of the airline are not only printed on the case itself, but often on each of the items inside. The contents of these vary, although they generally contain such essential items as toothbrush, shaving kit, earplugs and hand lotion. In fact, the airlines have undertaken a surprising amount of research to ensure that the items inside really are useful to most recipients.
The airline amenity kit has several advantages. It is fairly inexpensive to produce and distribute and those who receive one consider themselves special – it is one of the several perks of traveling business or first class. Unlike some promotional gifts, the amenity kit and its contents are actually useful – everything in it can be used during a long flight or upon arrival.
The other big advantage of the amenity kit is that it can be used again – thus ensuring further exposure. Many business travelers will continue to use the contents upon arrival at their hotel; many people traveling on vacation use the contents to replace those items that are easily forgotten or left at home. And the airlines also know that an unopened amenity kit happens to make a great gift.
Although the amenity kit is perhaps the most popular promotional item, airlines use other items too. You can find airline logos on such items as key chains, pens, playing cards, traveling mugs and luggage tags. The personalized luggage tag is often another benefit if you are traveling in business or first class - or you are what the airline considers to be an elite flyer.
And surprisingly perhaps, many of these items end up becoming valuable collector’s items – especially if produced by an airline that then goes out of business.
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