Mercedes-Benz is partnering with Sky News to be the first major ad partner of Qantas' new in-flight entertainment platform.
The car brand will be Sky News’s “multi-screen partner” and the first in-flight advertiser on Sky News coverage on the network, launching today on Qantas’ domestic weekday flights. Sky took over from Nine, the previous news provider.
The deal is the first major announcement from MCN since it won the pitch in July and pledged to offer advertisers a more integrated approach.
The ad deal, which also includes billboards, will run until early 2015 alongside a broadcast campaign running on Sky News on TV.
MCN national director of multiply integration and content partnerships, Elizabeth Minogue, said: “Mercedes-Benz want to target high value business travellers and through our consumer data and insights we were able show how a multi-screen campaign with Sky News on Qantas domestic flights would deliver on Mercedes’ objectives in 2015.”
The new Qantas in flight entertainment network went live on 1 November, with Foxtel among the new content providers. MCN represent advertising sales for the network.
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