According to Deloitte, almost half of luxury purchases are made by consumers who are travelling; while figures from MAGNA show that makers of high-end luxury goods, such as watches, jewellery and couture fashion still spend the majority of their budgets on print advertising.

This gives inflight magazines huge potential to achieve increased revenue for both the airline and advertiser - if they are savvy enough to capitalise on the opportunity.

When taking over Garuda Indonesia's inflight magazine, Colours, Agency Fish immediately started making moves designed to make the magazine more sustainable in the long-run - abandoning low revenue ads and pushing the publication into the more lucrative luxury market to significantly boost revenue over the long-term.

"We had to be bold and explain to the client that in the short-term, removing all the filler ads that were off-brand and making small amounts of revenue may seem painful, but that it pays dividends in multitudes in the long-term," says Agency Fish Managing Director, Julian Jordan.

Removing the off-brand quarter-page and half-page ads allowed Agency Fish to reposition the magazine to a different type of advertising client.

"Luxury ads are not price dependent," he continues. "No amount of discount is going to persuade Gucci to advertise in the first 20 pages if it's sat amongst ice cream advertisements. Securing high-end luxury advertisers is dependent on the right association with 'like-branded' advertisers, and on-brand editorial," he concludes.

Colours has gone on to become a high quality publication that reflects the 5-star values of the airline that it serves.

To find out how Agency Fish secured advertising with some of the world's biggest luxury brands,
see press release: Expert editorial strategies to increase revenue

For further information, please contact :
Julian Jordan
Agency Fish Jakarta
UOB Plaza, 31st Floor Suite 3102
Jl. MH. Thamrin No. 10
Jakarta 10230
+62 (0)21 2926 1811
jakarta@agencyfish.com
www.agencyfish.com