Project Story
The Continental Magazine web site initially launched in October 2003 with media kit information for current and potential advertisers. At that time, the web site was promoted through word-of-mouth (reps directing advertisers) and with mention in the media kit and sell sheets. Though Continental had this online presence, it was still one of only three in-flight magazines not posting magazine content online for readers. Objectives Embarc helped Continental Airlines by facilitating planning sessions to work with their team on creative ways to effectively support the following objectives and the various needs of the target audiences:
- Create an online site for Continental Magazine with true magazine style and quality content
- Build a foundation that can be easily updated, for monthly publications
- Password Protected areas – certain documents or areas of the site can require permission (e.g. for vendors or internal P&P resources).
Results- Easier, more cost effective ongoing maintenance. Data entry, quality assurance, and archiving take significantly less time and cost using EzUpdate.
- Email alerts – users that have ‘opted in’ can be automatically notified when there is an update to an area of interest.
- Potential for ‘personalization’ – having content in a database can allow for ease of integrating content based on users requests (e.g. My Continental page)
- Potential for “ad driven” content – linking search words within articles to promote relevant sponsors (e.g. New York Hilton appears next to an article talking about Times Square).
[back to top]
|
