aeroflot features armenia in the inflight magazine
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M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
r e p o r t r e p o r t
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The voice of the apricot tree
mountain churches built of black tuff, stone wells, 300 days of sunshine. the country from the paintings of martiros saryan, the master of colour, really exists. just as the friendly embrace, armenian love of life and our shared history
photo y e g o r m a t a s o v , text y a n a z h i l y a e v a
armenia is memory. the kingdom of urartu, crusaders, the travels of leonardo da vinci are events and characters from the history of one nation. it is common knowledge in arme-nia that the world was created by armenians, and armenia is as old as the world itself. anyone who has ever heard djivan gasparian play duduk, extracting sounds from the soul of the apricot tree, knows it. the armenians’ paramount mod-ern talent is their inborn optimism, their ability to create and reinvent themselves. here, the longest cableway in the world was constructed; here, marriott hotels were opened in yerevan and tsaghkadzor, here the centre for contempo-rary art was unveiled in the best european tradition. arme-nia is colour. the main hue of the armenian palette is pale orange, apricot, the colour of the famous fruit, “the arme-nian plum” as alexander the great called it. the apricot col-our is on the state tricolour flag, in tuff-clad yerevan houses and in the mist that colours the mountain passes and hides in the gorges. churches blend into surroundings, cling to
mountain peaks, but this is not the shyness of ancient archi-tecture, it is pure common sense. this way, the churches were left intact; neither the tatars nor the ottomans had demolished armenia’s christian structures. there are no railways in the country, the main highway from yerevan to tehran is peppered with tyre repair billboards, but at the same time fernando botero’s and barry flanagan’s orig-inals stand in yerevan in the open. the parks and boule-vards of yerevan, mountain ski resorts — all those projects were funded by the diaspora. the volume of assets provided to armenia by its far-away sons and daughters is compara-ble to the state budget. merci, as they say in yerevan. the ety-mology of this “merci” is not without interest: in the early 20th century, the governor of yerevan was the general of the czar’s army, louis joseph jérôme napoléon. in 1905, gover-nor napoléon put a stop to riots in the city; the next day, all newspapers carried the headline “merci, napoléon!” since then, “merci” became a part of everyday yerevan life. >>
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Modernity and antiquity of today’s Armenia. Women bake the lavash in a restaurant set up in a grotto. Lavash is the food of warriors and shepherds; thin and crispy, it dries instantly and may be stored for years. The restaurants of Tsaghkadzor Marriott and Armenia Marriott Hotel Yerevan offer European cuisine, but there is always home-made lavash.
In the Khor Virap monastery there are dungeons built in Roman times. One of them had for 13 years held Saint Gregory the Illuminator, the baptizer of the Armenian king Tiridates III and the first official head of the Armenian Apostolic Church. From Khor Virap, a vista opens up on the dis-tant and coveted Ararat. A church is built on the foundations of the Roman prison, and a strict descendant of the earliest Armenian Christians sells candles in the church shop. >>
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The prior of the Tatev monastery, father Mikhail, takes visitors on tour himself. In the 14th century, Tatev had a major university with a huge library, where scholarly thought and arts flourished. In the courtyard stands Gavazan, a pendulous column dedicated to the Holy Trinity. It swings, alerting the monks and surrounding villages of minor earth trem-ors, and it has many times warned them of serious earthquakes.
The national Yerevan-Tehran highway crosses the whole country. Ladas drive on it, flocks of sheep are driven along it. One of the not-to-be-missed stops is the Geghard monastery, dating back to the 4th century. There are no icons, frescoes and paintings had long faded away, but rare acoustics and carved stone bas-reliefs make this site unique. >>
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From top right: peasants from a Zoroastrian settlement. A boy stands by the Cezve cafe in Republic Square, Yerevan. The ivy-cloaked gates of an old villa. It might seem that Armenia is sleeping, but perish the thought – it is not in a hurry, that is all. It is breathing calmly, which is the only way to survive 300 sunny days a year.
After the 1931 earthquake, no houses were left on the bot-tom of the Vorotan gorge: people moved their houses up, closer to the sun. The road meandering down below is called “the devil’s road”. This photograph was taken from the cabin of the Wings of Tatev cableway.
Jermuk is a mountain spa built in the 1950s, the favourite retreat of the Soviet elite and their near and dear. The walls of Stalin-era holiday hotels are still adorned with the portraits of the minister Anastas Mikoyan and the marshal Ivan Bagramyan.
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M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
The company publishes The following magazines:
>> “aeroflot”, “aeroflot premium” and “aeroflot style”
for Aeroflot-Russian Airlines
>> “aeroflot world” for Rossiya Airlines, Vladivostok Avia and DonAvia
>> «s7» for S7 Airlines
on-board adverTising includes:
>> distribution of leaflets and pamphlets by inserting them into the pockets of economy and business class seats
>> stickers on passengers’ tray tables >> advertising on passengers’ chair headrests
>> promotions on board the plane (sampling of foods and drinks)>> stickers on overhead luggage lockers
adverTising in The airporT:
>> advertising on boarding passes
pre-flighT adverTising:
>> advertising on ticket envelopes
inflighT enTerTainmenT group:inflighT enTerTainmenT group
Inflight Entertainment GROUP Limited was created in 2008
to support the new for the Russian market model of co-operation
with major airlines.
The model’s business concept entails the provision of integrated
business services consisting of in-flight entertainment and in-
flight advertising .
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M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
The alliance’s destination network amounts to 983 airports in 178 countries. According to recent figures, in 2012 Aeroflot carried 18m passengers. aeRoFlot became the first Russian airline to receive an IOSA certificate and the company continuously maintains the relevant standards. The airline successfully passed ISAGO –ground services safety audit and achieved the compliance with ISO 9001:2008 quality standard.
Recently aeRoFlot joined the list of the worldЃfs 10 best travel companies run by The boston consulting Group, leaving behind many industry leaders.
According to research by In Sites consulting aeRoFlot received the highest passenger’s scores for ground services (check-in process) and for in-flight services. The survey among the SkyTeam passengers was carried out from October 2011 to march 2012. 70% of passengers highly regarded the check-in process and 57% gave scores of 9/10 and 10/10 for on-board service. Such feedback brought Aeroflot to first place among the 15 airlines-members of SkyTeam. The airline’s fleet is the newest, the most modern and the fastest-growing in Europe and consists of 125 airplanes, of which the majority are А320, A321, А330 and SSJ-100 types.
АerofloT IS ThE LEADER Of RUSSIAn PASSEnGER AIR TRAnSPORTATIOn AnD A mEmbER Of ThE GLObAL AIRLInE ALLIAncE SKYTEAm
2013
1 564 893
1 433 330
1 280 995
1 601 245
1 736 990
2 006 707
2 241 008
2 298 823
2 125 000
1 870 000
2 062 500
2 437 500
22 658 991
/forecast/ month
JAnUARY
fEbRUARY
mARch
APRIL
mAY
JUnE
JULY
AUGUST
SEPTEmbER
OcTObER
nOVEmbER
DEcEmbER
total:
2012
1 171 915
1 146 663
1 280 995
1 343 956
1 389 589
1 605 366
1 792 807
1 839 059
1 700 000
1 600 000
1 650 000
1 950 000
18 420 310 PassengeRs
passenger TrafficOf OAO AEROfLOT-RUSSIAn AIRLInES
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M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
ThE nUmbER Of RUSSIAnS ThAT REGARD AEROfLOT AS “reliable”, “safe” AnD
“presTigious”
983
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In 1
78 c
OU
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flighT desTinaTions
domestic flights
45%
international
55%
business-class passengers
13%
economy-class passengers
87 %
In RussIaSt. Petersburg
Kaliningrad
Krasnodar
Sochi
Anapa
Gelenzhik
mineralnye Vody
Astrakhan
Volgograd
Kazan
Perm
Samara
nizhny novgorod,
Ufa
Orenburg
nizhnekamsk
Yekaterinburg
chelyabinsk
barnaul
Irkutsk
Kemerovo
novosibirsk
nizhnevartovsk
Krasnoyarsk
Omsk
Tyumen
Surgut
novy Urengoy
Tomsk
Vladivostok
Khabarovsk
Yuzhno-Sakhalinsk
Petropavlovsk-
Kamchatsky
In the CIsYerevan
baku
minsk
bishkek
Ashgabat
Kiev
Odessa
Kharkiv
Donetsk
Dnepropetrovsk
Simferopol
Tashkent
Samarkand
InteRnatIonalVienna
Innsbruck
Salzburg
brussels
Sofia
Zagreb
Split
Germander
Larnaca
Tallinn
Karlovy Vary
Prague
copenhagen
helsinki
Paris
nice
frankfurt
main
berlin
Dusseldorf
munich
Stuttgart
hamburg
hanover
Dresden
Athens
heraklion
budapest
Tenerife
Rome
milan
Venice
bologna
Riga
Vilnius
Tivat
Amsterdam
Oslo
Warsaw
Krakow
bucharest
belgrade
Alicante
malaga
barcelona
madrid
Stockholm
Geneva
Zurich
Istanbul
Antalya
London
miami
new York
Washington
Los Angeles
havana
Punta cana
cancun
hurghada
Sharm El-Sheikh
cairo
Tehran
Tel Aviv
beirut
Damascus
Dubai
Shanghai
Peking
hong Kong
Guangzhou
Goa
Delhi
Seoul
Small
Ulan bator
bangkok
Phuket
hanoi
ho chi minh city
Tokyo
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M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
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M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0 sex age travel purpose
female
male
65+
55-64
45-54
35-44
26-34
15-25
another
conference
education
family/friends visit
leisurebusiness
25%
45%
11%5%
28%
33%
24%
26%
12%
17%
56%44%
5%6%
2% 1%
3%3%
32%
2% 8%
15%20%
43%
33%
75%
55%
The readers’ audience
business-class passenger profile economy-class passenger profile
sex age travel purpose
female
male
conferenceeducationfamily/friends visitleisurebusiness
65+
55-64
45-54
35-44
26-34
15-25
M A G A Z I N E S W H E R E A D V E R T I S I N G W O R K S • M E D I A - K I T – 2 0 1 314
M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
66 октябрь 2011 Аэрофлот Премиум
с п е ц и а л и т е т
н е к А з и с т ы й н А в и д П о д з е м н ы й г р и буходит с молотка на аукционах по 5 -15 тысяч евро за килограмм. Но это только в октябре. К декабрю, закату сезона белых трюфелей, чья жизнь ярка, но скоротечна, грибы станут еще дороже... В чем секрет этого феномена? За что, говоря ботаническим язы-ком, «плодовое тело гриба шойромицеса жилкова-того» удостоено не просто внимания поваров и гур-манов, но вызывает ажитацию и исступленное коленопреклонение? Все дело в аромате трюфеля — мощном, всепроникающем, изысканном, многооб-разном и влекущем. Аромате, который и не аромат уже, а вкус Dolce Vita. Аромате, который для каждого, его уловившего, свой и ни с чем не сравнимый. Аро-мате, который почти невозможно описать, поскольку в диковинном ассамбляже в зависимости от остроты обоняния можно обнаружить ноты сырой земли и специй, чеснока и подлеска, чуть подсохшей ско-шенной травы и меда, бензина и аммиака... Миро-вой столицей белых трюфелей считается небольшой
городок Альба в провинции Кунео северного итальян-ского региона Пьемонт. И итальянцы, располагаю-щие массой старых трюфельных легенд, одна из кото-рых гласит о том, что гриб — порождение лунного света, проникшего к подземным корням дуба, раз-бираются в трюфелях лучше других. Не будем оста-навливаться на трюфельной охоте с собаками, отме-тим лишь, что натасканная грибная собака стоит до 20 тысяч евро. Лучше вспомним о простом и прекрас-ном способе ощутить вкус нагретого трюфеля, упо-мянутый Еленой Костюкович в ее замечательной книге «Еда: итальянское счастье»: настругайте нагре-тый трюфель на простой крестьянский хлеб, капните немного оливкового масла, но только умбрийского, и посолите крупной солью. Но вернемся в рестораны. Белый трюфель способен преобразить, подняв на невероятный вкусовой уровень любую еду, наполнив ее своим ярким ароматом... Именно поэтому трюфели в виде тончайших стружек добавляют к основному блюду. И трюфель решает все.
Бриллиант кухниБелый трюфель — легендарный и самый высокооплачиваемый персонаж гастрономической сцены. он не играет вторых ролей, его амплуа исключитель-но заглавные партии осеннего кулинарного сезона. и на него всегда аншлаг текст в а с и л и й ш о м о в
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«aerofloT premium»Is the monthly on-BoaRD magazIneFoR BusIness-Class PassengeRs
circulation – 25.000 copies
The average monthly number of readers – 198 000
The forecast average monthly number
of readers for 2013 – 250 000
number of issues per year – 12
Volume – 144–320 columns
75% – men, 25% – women
The magazine is distributed in business class
cabins by inserting into the pockets of passenger seats
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M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
The conTenTs of The magazine
calendar Announcements of the
most significant events of the month:
festivals, expo, fashion shows and VIP
parties.
selecT novelTies in the world of
automotive, accessories, jewellery,
fashion and style, interior
design, hotels and
restaurants.
The inTerview Prominent
Russian politicians, show-
business personalities,
entrepreneurs and arts patrons
talks about their work, life and
travels.
TesT-drive Expert’s reviews of the
new models from established car
manufacturers.
real esTaTe Reviews of the international property markets and analysis of current trends.
money Profile and non-profile investments, private banking, wealth management, financial experts’ opinions.
premium class hoTelsnew hotels, spa and resorts.
Travel compelling stories about travel to different cities and countries, trendy destinations.
weeK-end A short break to Europe: the fresh outlook.
besT of The besT The best ever
hotels and resorts, the world’s best hotel
chains. Special rating of ”Aeroflot Pre-
mium”
The brand The past and present
famous brands: fashion, automotive,
watches, yachts, jewellery.
gasTronomy The world’s best
restaurants and chefs. culinary trends.
reading new books releases, science
and hi-tech articles, success stories of
the famous people.
Travel guide A concise travel guide
to Russia’s two capitals.
news Partners’ business propositions.
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M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s
// over 80% of passengers read on-board
magazines // the vast majority of pas-
sengers at least flick through on-board
press // 60% of passengers spend be-
tween 30 and 120 minutes reading it //
all the information presented is given
special attention and positive outlook //
the prolonged contact with the audience
provides advertisers with an excellent op-
portunity to present their goods or serv-
ices // generally advertisement in-flight
media is viewed positively // many pas-
sengers find the advertising in on-board
media interesting and useful // effective-
ness of advertising in on-board media is
high with every seventh passenger actu-
ally consumes the advertised products at
some stage and among business people
and entrepreneurs as well as business
class passenger this number doubles.
The effecTiveness of The adverTisingIS GUARAnTEED bY ThE ExcLUSIVE DISTRIbUTIOn Of ThE mAGAZInES AnD EnSURED bY ESTAbLIShED cOnTAcT WITh ThE AUDIEncE WhO ARE ThE AcTIVE cOnSUmERS
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