On 27 November, Ogilvy won the best B2B campaign award at the International Content Marketing Awards 2018 with their multi-platform campaign for Inmarsat around the research study ‘Sky High Economics’.

This game-changing study, commissioned via LSE Consulting and conducted by Dr Alexander Grous (Department of Media and Communications, LSE), modelled the economic impact of inflight connectivity on the aviation industry. The first report (Quantifying the commercial opportunities of passenger connectivity for the global airline industry) focuses on revenue potential, followed by a second report (Evaluating the Economic Benefits of Connected Airline Operations) which shines new light on the cost benefits of inflight connectivity.  

Using IATA passenger traffic data and forecasts of growth, including a near doubling of passenger numbers to 7.2 billion annually, this research study forecasts that broadband-enabled ancillary revenue will reach an estimated $30 billion for airlines by 2035. Overall, a total market of $130 billion of additional revenues will be created. 

The winner fundamentally influenced the target market, creating a solution that could actually change the future of the aviation industry.

The results of the study were impressive: a social reach of 875,000, exceeding target engagement benchmarks, over 190 articles in global media, and 14 one-to-one customer engagements, leading to three new airline contract wins. In the words of the judges: “The winner fundamentally influenced the target market, creating a solution that could actually change the future of the aviation industry.”

About the International Content Marketing Awards

The International Content Marketing Awards are the biggest night in the content marketing calendar. Agencies from across the world offer up their greatest work from the past 12 months for judgement by some of the biggest names in marketing.

The event provides the industry with a stunning showcase of talent, expertise, inspiration and insight for brand marketers the world over.

Click here to view all the award winners.

View the reports

Sky High Economics - Chapter One: Quantifying the commercial opportunities of passenger connectivity for the global airline industry
September 2017

Sky High Economics - Chapter Two: Evaluating the Economic Benefits of Connected Airline Operations
June 2018