Initial worries that advertising on tray tables at couch seats on US Airways planes would annoy passengers have now been allayed, the airline and its advertising partner say. Research indicates a
higher-than-expected number of passengers like and retain messages from the ads, they claim.
In fact, Brand Connections, the New York marketing company that provides the laminated tray
table ads for US Airways, plans to expand the ads to first-class seats, starting this spring.
The ads have generated overwhelmingly positive reaction primarily because they are designed to
convey information, often with lots of words rather than the attention-seeking graphics associated with magazines, says Brian Martin, founder and CEO of Brand Connections. Clients have included
Mercedes-Benz, Bose, Microsoft, Bank of America, and Verizon.
Travis Christ, the US Airways marketing vice president, says that its planes are in no danger of looking like subway cars,
which have been festooned with ads for decades. "We would draw the line at things like ads on overhead bins," he says.
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