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We are giving advertisers a journey to remember.
Do you want the most effective advertising for your brand? Read on…

At Ink, we love telling stories. We love it even more when we can back them up with hard and provable facts. So when we shout from the rooftops that air passengers are an affluent audience for advertisers, that their numbers are going to double over the next 20 years and that inflight magazine readership is on the up, it’s great to be able to back our boasts up with credible data from independent experts such as Gfk, the IATA and Kantar.

One thing we’ve always maintained and wanted to prove, is that the inflight environment IS UNIQUE.  It’s a time when people are on their way to somewhere exciting, in a happy frame of mind and away from the distractions of their mobiles and laptops, giving them the time and opportunity to pay more attention to the content and advertising in travel media. With the importance placed on consumer engagement, we’ve always felt this was one of our key strengths…but how to go about proving it?

All we needed was two former karate world champions, an ex-professional footballer, some cutting-edge brainwave measurement technology and an aeroplane…

Ink enlisted the help of Higher Level, a team of cognitive and physical performance specialists who have worked with some of the biggest blue-chip companies in the world, as well as a host of elite sportsmen and teams, to add some science to what we’ve been saying all this time.

As a pre-test, Higher Level tested a group of participants on the ground, asking them to read an inflight magazine before their short-term memories were “wiped” by performing a word-search. They were then tested on what they could remember about the magazine’s content and advertising. While doing this, they were wired up to a lightweight brain computer interface to record their EEG (that’s the brain’s electrical activity to you and me).

Then came the fun bit.

A week later, our participants became passengers and joined Higher Level on a 7 hour flight to Dubai, where they were asked to do a similar test…but this time 30,000 feet in the air.

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