Dash Airline Campaign Proposal
Dash should soon become the Market Cap leader but Dash is lacking some marketing resources to help make this happen.
My team is proposing an airline advertising campaign that will reach millions of people with exceptional demographics in hope of spreading the word about Dash around the world.
We propose running a 90 second video infomercial on two major airlines for a 1-month period on Airline #1, and a two-month period on Airline #2, that would reach millions of people. These segments will run on the video screens located on the aircraft seat backs. Most commercials will air twice per flight on average.
The proposed video is titled “What is Dash” and has been edited to remove 11 seconds to meet the airlines standards and time allocation. We believe that this video is the best one available to introduce people to Dash. Here is a link to the final version. https://www.dropbox.com/s/7rmhcakppzvbnqj/DashEdit1(3).mp4?dl=0
For a One-month campaign on Airline #1 and a two-month campaign on Airline #2 the cost is 150 Dash (Equivalent to $25,000 USD). We also request 5 Dash for reimbursement of the proposal fee for a total of 155 Dash.
The estimated number of views for this advertising campaign is approximately 2,254,930. That’s about 1.1 cents per view, compared to a 30 second Superbowl ad price of $5,500,000, or roughly 5 cents per view.
Why is airline advertising effective?
In a fast-changing digital world, it is becoming increasingly difficult to reach consumers on the go. In-flight video programming is one last remaining ways to effectively reach millions of passengers in a captive, controlled environment. With in-flight programming; we can reach an emotional connection with an exceptional demographic, through an engaging video feature.
People pay attention to a good story with captivating visuals. Frequent flyers are successful professionals with sophisticated tastes and the income to pursue their interests. In-flight media programming places traditional advertising in front of these elusive consumers at a time when they are not distracted by the internet, cell phones or on-demand devices.
Some more facts:
- Most viewers agree that in-flight television is a good way to pass time.
- 58% of airline program members who typically take flights that offer television programming usually watch it.
- 47% of those who watched the programming could remember the specific ad that was shown.
- 36% of those who take flights that offer video entertainment have watched it on at least three out of their four past flights.
Price and customer demographics and statistics
Advertising rate is $14,500 - Our negotiated price is $10,500.
Male 49% Female 51%
Average Household Income (HHI): $111,900
Average Home value: $315,616
College Education Index: 187
Post Graduate degree index: 216
Median age: 47
This airlines program reaches our target audience for 30 consecutive days, in a captive and receptive environment, reaching approximately 955,000 people of which 100,000 are business or First-class passengers.
Seat back Video On-Demand is offered cabin-wide on select A330 and 777 aircraft flying international routes.
Domestic routes fly out of Dallas-Fort Worth, New York (JFK & LGA), Miami, Chicago, Philadelphia, Los Angeles, Charlotte, Phoenix, and Washington DC.
Advertising rate is $19,500 - Our negotiated price is $15,000.
Male 52% Female 48%
Average Household Income (HHI): $100,000+
Ages 18-49 66%
This airlines program reaches our target audience of about 1.3 Million people on over 10,000 flights, during 60 consecutive days, in a very captive and receptive environment.
Domestic routes include:
Los Angeles, Dallas-Love Field, New York (JFK, LGA, & EWR), Las Vegas, Chicago, Boston, Washington DC (Dulles & Reagan), San Diego, Austin, Seattle, Portland, Palm Springs, Orlando, Fort Lauderdale, Honolulu, Denver, Maui, Baltimore, New Orleans, Philadelphia, Nashville, Indianapolis, Raleigh-Durham, San Francisco, and Kona.
International Routes include:
Cancun, Los Cabos Puerto Vallarta
Seat back video on all flights
Why is In-flight media preferred over TV?
A national TV commercial in 2011 cost about $345,000 in production costs alone. The cost to run the ad in a popular nationally televised program during 2011 was more than $100,000.
This infomercial will reach typically affluent and well-educated people, who for one reason or another, are trapped on an airline for several hours. Let’s take advantage of this fact.
We can reach a captive audience of almost 2.25 million people for a grand total of 155 Dash.
We believe this campaign will educate people about Dash and those people will spread the word around the world for a fraction of the cost of a typical TV advertisement.
Our team consists of a computer professional with over ten years’ experience, and two retirees that have over Forty years of experience in special event management and marketing. We also have over 50 years’ experience working with contracts with State and Federal governments.
We have several other unique proposals in work now and we would appreciate your support of this proposal so that we may move forward with more exciting ones.
Let’s make some money for the entire Dash community!
- USD/Dash price based on 30-day average at the time of this writing using coingecko as the source.
- Any unused funds left over after 2 months from the last advertisement run date will be used for research and expenses related to sponsoring a major concert tour (that will be our next proposal which we are working concurrently), or donated to the campaign of your choosing.
- Airline #1: If the proposal is accepted this month, the ads would run during the month of Nov 2017.
- Airline #2: If the proposal is accepted this month, the ads would run during Dec 2017 and Jan 2018.
- Project Managers: All four are stakeholders as we currently own Dash.
- There are no major risks or constraints associated with this campaign other than the market price volatility of Dash.
- Proof of advertisement runs will be certified and provided in written form from the airlines.
Dash Treasury: p-2969.prop