This Space for Rent

Today's big advertising news is that "America West Launches Tray Table Ads", according to the AP's Beth DeFalco. It seems that America West has sold table tray advertising on all of its fleet of 143 planes through the first quarter of 2004. The ads will begin appearing on December 15th, just in time for the busy holiday flying season, and advertisers will include Visa, Mercedes-Benz USA, The History Channel and Bank of America.

If they actually get creative with the ads this might actually work. (Talk about a captive audience.) Think about ads for Disney or Nickelodeon that have mini-games and puzzles printed on them for kids. Learn some quirky history facts from The History Channel or get a quick lesson in vacation budgeting from Bank of America. How about some ads in First Class from Tag Heuer or Tiffany & Co.?

Ads that engage are ads that work. Ads that engage when you have nothing else to do work exceptionally well. (Think SkyMall.) Sadly, from the looks of this promo shot, the ads are just glossy stills with not much happening. What a missed opportunity. Hopefully they have something better on the horizon. Look for other airlines to follow suit if America West can maintain strong ad sells.