Mile High Clubbing

Please fasten your seat belts

What?: Ministry Of Sound is expanding its Hed Kandi brand in a move that directly targets its consumer base’s holiday habits. The dance label is teaming up with budget airline Monarch to offer flights five times a week to the club capital of Europe, Ibiza. The campaign offers:

A uniquely-branded Boeing 757 with Hed Kandi-styled cabin crew

Ministry Of Sound radio and CD purchases in-flight plus themed parties

Cross-promotion across dedicated radio shows, flykandi.com and the new IPTV channel, Kandi Vision

Packaged promotions

By focusing on the point of sale to end use of their brand, Ministry of Sound have developed a hands-on user experience aimed at targeting the high disposable income of their target demographic. The amount of tie-in surrounding the campaign highlights the potential of a captive audience. You’re on our flight; so here’s the opportunity to buy our CDs, listen to our radio service, etc. It will be interesting to see the take up and whether the logistics of the campaign are both sustainable in the long term and effective in creating a branded Ibiza sub-culture.

Destination unknown

It will be interesting to see the take up and whether the logistics of the campaign are both sustainable in the long term and effective in creating a branded Ibiza sub-culture. Of particular interest will be the IPTV channel. Ministry currently have a deal with the new P2P TV platform Joost, with Kandi Vision possibly being one of their first steps towards the new uncharted marketplace online television presents.

Is any marketability in alternative versions of the Hed Kandi styled service? Such as:

• Branded coaches to festivals
• Themed rail carriages
• Sponsored taxis

Finding a way to capture the consumers (otherwise laborious) journey to music events is definitely something of an untapped market. The possibilities for ‘en-route’ marketing opportunities is something that needs to be explored further.

www.flykandi.com

See this month’s Five Eight for more comment on the Hed Kandi promotion in our Campaigns of the Month section.

www.fiveight.net