Should Airlines go Nascar?
Speaker's Corner: Bob Ecker has a modest proposal for the airline industry
11.12.09 | 10:29 AM ET
With airline revenue dropping and the industry in a tizzy about staying in the air, airlines have tacked on all kinds of additional passenger fees to maintain profitability. Most carriers today charge you extra for luggage, express check-in, headphones, movies, legroom, internet service, pillows, blankets, not to mention food and alcohol. What used to be a pleasant experience has become, for many, drudgery. Except for a few rogue “fun” airlines, such as Virgin America and Southwest, the experience—and fee structure—is getting ridiculous. Talk about nickel and diming your passengers. Granted, airlines have a tough time these days, and have huge expenses for fuel, parts, equipment and of course labor. But what’s next? The pay toilet idea was flushed but will they ask you to pay supplemental fees for clean air, inflated tires or on-time arrival? Come on, there is another way.
The time has come, airline industry. Look to an unlikely source for economic survival as well as improved customer satisfaction—the multi-billon dollar world of automobile racing.
Instead of punishing your passengers, look for outside forms of revenue, like they do. Advertising all over the aircraft and on the uniforms of pilots, crew and ground personnel could raise millions of needed dollars. It makes perfect sense, and the economic gains will more than offset any sartorial ridicule. (As long as aircraft display proper identification marks on the wings, there are no FAA rules against this.) Look at racing—have the many ads and logos covering every inch of car body and driver gear in any way affected performance? The answer is no, and the public is fine with the presentation. Race cars are faster than ever and auto racing is extremely popular around the world. Will planes decaled with colorful Tide, Pepsi, IBM and Mont Blanc logos on the fuselage ruin the flying experience for passengers? A big “Poppin Fresh” on a plane would be cute, don’t you think?
As a frequent air traveler, I guarantee customers won’t mind one bit, especially when ticket prices go down and free amenities return. I’d have no problem seeing the pilot wear a shirt festooned with AOL stickers and a Mercedes-Benz logo on the pocket while enjoying a decent complimentary meal, pillow and glass of Chardonnay. Customers would applaud a flight attendant smartly dressed with sporty Anheuser-Busch, Macy’s and McDonald’s apparel describing the free Wi-Fi and latest onboard films.
What would be the harm? Our commercial society is three quarters of the way there already, so I say climb aboard, airline industry—the sky is the limit. Keep it fun and keep the amenities free; a little advertising won’t hurt. Trust me; no one will object when the preflight safety briefing concludes with, “This safety announcement was brought to you by Allstate. You’re in good hands.”
Airlines, your future customers are waiting.
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Andrew 11.12.09 | 11:28 AM ET
I like the idea—the goal more than the method—though it brings to mind the scenario portrayed in the highly-underrated movie “Idiocracy” in which the future is inhabited by nothing other than walking/ talking advertisements. Virgin’s success was founded up their realization long, long ago that sedentary passengers were imprisoned and impressionable audiences. Your proposal is one step closer to a future of purely corporate-sponsored airlines, e.g. Wal Mart airline, Fly Target, and Air Viagra.
Grizzly Bear Mom 11.12.09 | 12:56 PM ET
They already do this. It’s called first class. If you want better service, you get to pay more for it.
joy250 11.12.09 | 10:35 PM ET
this is a great idea! :-) everyone is so used to advertising being everywhere, i agree no customers (or few) would complain and it would help the increasingly unpopular airline industry recover some good faith with its customer base! mcdonald’s “festooned” flight attendant uniforms i am waiting for you! ;-) good article! entertaining and not off the mark…:-)
Mark 11.24.09 | 9:54 AM ET
The reason advertisors are willing to pay big bucks for advertising on NASCAR cars is because fans spend hours during each race staring at the outside of those cars. We never see the exterior of the airplanes we ride in, nor do we see the pilots’ uniforms. What advertisor would be willing to put their ads where nobody will see them?