Freebie 

When we first engaged with Freedom Air, their in-flight magazine was poorly produced '" from a content and design perspective '" and inconsistent with Freedom's brand position. It gave the passengers very poor reading, adding little value to the passenger/airline relationship. The question was how to create and fund, through advertising, a world-class in-flight magazine for a value-based airline (VBA). The magazine needed to have real editorial value, and have a look and feel that matched Freedom's fun, cheeky and irreverent brand platform. Essentially, it needed to be the best magazine possible in this category. In partnership with Maxim Group, we developed a design template and name '" Freebie '" that truly reflected Freedom Air's brand values in a portable A5 format. We invested heavily in independent editorial content using a number of freelance writers and photographers, and introduced a world-first distribution strategy that enabled the magazine to be distributed directly to passengers as they booked their flights. This ensured that Freebie became a true value add for Freedom's passengers and created a key point of difference in a competitive market. The strategy was also recognized at the 2005 MPA Awards when Freebie won '~Launch of the Year '" Contract Title'.

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