Me

dia

-kit

–2

01

3

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

r e p o r t r e p o r t

aeroflot premium november 2013 223222 november 2013 aeroflot premium

The voice of the apricot tree

mountain churches built of black tuff, stone wells, 300 days of sunshine. the country from the paintings of martiros saryan, the master of colour, really exists. just as the friendly embrace, armenian love of life and our shared history

photo y e g o r m a t a s o v , text y a n a z h i l y a e v a

armenia is memory. the kingdom of urartu, crusaders, the travels of leonardo da vinci are events and characters from the history of one nation. it is common knowledge in arme-nia that the world was created by armenians, and armenia is as old as the world itself. anyone who has ever heard djivan gasparian play duduk, extracting sounds from the soul of the apricot tree, knows it. the armenians’ paramount mod-ern talent is their inborn optimism, their ability to create and reinvent themselves. here, the longest cableway in the world was constructed; here, marriott hotels were opened in yerevan and tsaghkadzor, here the centre for contempo-rary art was unveiled in the best european tradition. arme-nia is colour. the main hue of the armenian palette is pale orange, apricot, the colour of the famous fruit, “the arme-nian plum” as alexander the great called it. the apricot col-our is on the state tricolour flag, in tuff-clad yerevan houses and in the mist that colours the mountain passes and hides in the gorges. churches blend into surroundings, cling to

mountain peaks, but this is not the shyness of ancient archi-tecture, it is pure common sense. this way, the churches were left intact; neither the tatars nor the ottomans had demolished armenia’s christian structures. there are no railways in the country, the main highway from yerevan to tehran is peppered with tyre repair billboards, but at the same time fernando botero’s and barry flanagan’s orig-inals stand in yerevan in the open. the parks and boule-vards of yerevan, mountain ski resorts — all those projects were funded by the diaspora. the volume of assets provided to armenia by its far-away sons and daughters is compara-ble to the state budget. merci, as they say in yerevan. the ety-mology of this “merci” is not without interest: in the early 20th century, the governor of yerevan was the general of the czar’s army, louis joseph jérôme napoléon. in 1905, gover-nor napoléon put a stop to riots in the city; the next day, all newspapers carried the headline “merci, napoléon!” since then, “merci” became a part of everyday yerevan life. >>

r e p o r t r e p o r t

aeroflot premium november 2013 225224 november 2013 aeroflot premium

Modernity and antiquity of today’s Armenia. Women bake the lavash in a restaurant set up in a grotto. Lavash is the food of warriors and shepherds; thin and crispy, it dries instantly and may be stored for years. The restaurants of Tsaghkadzor Marriott and Armenia Marriott Hotel Yerevan offer European cuisine, but there is always home-made lavash.

In the Khor Virap monastery there are dungeons built in Roman times. One of them had for 13 years held Saint Gregory the Illuminator, the baptizer of the Armenian king Tiridates III and the first official head of the Armenian Apostolic Church. From Khor Virap, a vista opens up on the dis-tant and coveted Ararat. A church is built on the foundations of the Roman prison, and a strict descendant of the earliest Armenian Christians sells candles in the church shop. >>

r e p o r t r e p o r t

aeroflot premium november 2013 227226 november 2013 aeroflot premium

The prior of the Tatev monastery, father Mikhail, takes visitors on tour himself. In the 14th century, Tatev had a major university with a huge library, where scholarly thought and arts flourished. In the courtyard stands Gavazan, a pendulous column dedicated to the Holy Trinity. It swings, alerting the monks and surrounding villages of minor earth trem-ors, and it has many times warned them of serious earthquakes.

The national Yerevan-Tehran highway crosses the whole country. Ladas drive on it, flocks of sheep are driven along it. One of the not-to-be-missed stops is the Geghard monastery, dating back to the 4th century. There are no icons, frescoes and paintings had long faded away, but rare acoustics and carved stone bas-reliefs make this site unique. >>

r e p o r t r e p o r t

aeroflot premium november 2013 229228 november 2013 aeroflot premium

From top right: peasants from a Zoroastrian settlement. A boy stands by the Cezve cafe in Republic Square, Yerevan. The ivy-cloaked gates of an old villa. It might seem that Armenia is sleeping, but perish the thought – it is not in a hurry, that is all. It is breathing calmly, which is the only way to survive 300 sunny days a year.

After the 1931 earthquake, no houses were left on the bot-tom of the Vorotan gorge: people moved their houses up, closer to the sun. The road meandering down below is called “the devil’s road”. This photograph was taken from the cabin of the Wings of Tatev cableway.

Jermuk is a mountain spa built in the 1950s, the favourite retreat of the Soviet elite and their near and dear. The walls of Stalin-era holiday hotels are still adorned with the portraits of the minister Anastas Mikoyan and the marshal Ivan Bagramyan.

tra

nsl

ated

by

VIC

TOR

SO

NK

IN

2 3

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

The company publishes The following magazines:

>> “aeroflot”, “aeroflot premium” and “aeroflot style”

for Aeroflot-Russian Airlines

>> “aeroflot world” for Rossiya Airlines, Vladivostok Avia and DonAvia

>> «s7» for S7 Airlines

on-board adverTising includes:

>> distribution of leaflets and pamphlets by inserting them into the pockets of economy and business class seats

>> stickers on passengers’ tray tables >> advertising on passengers’ chair headrests

>> promotions on board the plane (sampling of foods and drinks)>> stickers on overhead luggage lockers

adverTising in The airporT:

>> advertising on boarding passes

pre-flighT adverTising:

>> advertising on ticket envelopes

inflighT enTerTainmenT group:inflighT enTerTainmenT group

Inflight Entertainment GROUP Limited was created in 2008

to support the new for the Russian market model of co-operation

with major airlines.

The model’s business concept entails the provision of integrated

business services consisting of in-flight entertainment and in-

flight advertising .

4 5

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

The alliance’s destination network amounts to 983 airports in 178 countries. According to recent figures, in 2012 Aeroflot carried 18m passengers. aeRoFlot became the first Russian airline to receive an IOSA certificate and the company continuously maintains the relevant standards. The airline successfully passed ISAGO –ground services safety audit and achieved the compliance with ISO 9001:2008 quality standard.

Recently aeRoFlot joined the list of the worldЃfs 10 best travel companies run by The boston consulting Group, leaving behind many industry leaders.

According to research by In Sites consulting aeRoFlot received the highest passenger’s scores for ground services (check-in process) and for in-flight services. The survey among the SkyTeam passengers was carried out from October 2011 to march 2012. 70% of passengers highly regarded the check-in process and 57% gave scores of 9/10 and 10/10 for on-board service. Such feedback brought Aeroflot to first place among the 15 airlines-members of SkyTeam. The airline’s fleet is the newest, the most modern and the fastest-growing in Europe and consists of 125 airplanes, of which the majority are А320, A321, А330 and SSJ-100 types.

АerofloT IS ThE LEADER Of RUSSIAn PASSEnGER AIR TRAnSPORTATIOn AnD A mEmbER Of ThE GLObAL AIRLInE ALLIAncE SKYTEAm

2013

1 564 893

1 433 330

1 280 995

1 601 245

1 736 990

2 006 707

2 241 008

2 298 823

2 125 000

1 870 000

2 062 500

2 437 500

22 658 991

/forecast/ month

JAnUARY

fEbRUARY

mARch

APRIL

mAY

JUnE

JULY

AUGUST

SEPTEmbER

OcTObER

nOVEmbER

DEcEmbER

total:

2012

1 171 915

1 146 663

1 280 995

1 343 956

1 389 589

1 605 366

1 792 807

1 839 059

1 700 000

1 600 000

1 650 000

1 950 000

18 420 310 PassengeRs

passenger TrafficOf OAO AEROfLOT-RUSSIAn AIRLInES

6 7

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

ThE nUmbER Of RUSSIAnS ThAT REGARD AEROfLOT AS “reliable”, “safe” AnD

“presTigious”

983

PO

InTS

In 1

78 c

OU

nTR

IES

flighT desTinaTions

domestic flights

45%

international

55%

business-class passengers

13%

economy-class passengers

87 %

In RussIaSt. Petersburg

Kaliningrad

Krasnodar

Sochi

Anapa

Gelenzhik

mineralnye Vody

Astrakhan

Volgograd

Kazan

Perm

Samara

nizhny novgorod,

Ufa

Orenburg

nizhnekamsk

Yekaterinburg

chelyabinsk

barnaul

Irkutsk

Kemerovo

novosibirsk

nizhnevartovsk

Krasnoyarsk

Omsk

Tyumen

Surgut

novy Urengoy

Tomsk

Vladivostok

Khabarovsk

Yuzhno-Sakhalinsk

Petropavlovsk-

Kamchatsky

In the CIsYerevan

baku

minsk

bishkek

Ashgabat

Kiev

Odessa

Kharkiv

Donetsk

Dnepropetrovsk

Simferopol

Tashkent

Samarkand

InteRnatIonalVienna

Innsbruck

Salzburg

brussels

Sofia

Zagreb

Split

Germander

Larnaca

Tallinn

Karlovy Vary

Prague

copenhagen

helsinki

Paris

nice

frankfurt

main

berlin

Dusseldorf

munich

Stuttgart

hamburg

hanover

Dresden

Athens

heraklion

budapest

Tenerife

Rome

milan

Venice

bologna

Riga

Vilnius

Tivat

Amsterdam

Oslo

Warsaw

Krakow

bucharest

belgrade

Alicante

malaga

barcelona

madrid

Stockholm

Geneva

Zurich

Istanbul

Antalya

London

miami

new York

Washington

Los Angeles

havana

Punta cana

cancun

hurghada

Sharm El-Sheikh

cairo

Tehran

Tel Aviv

beirut

Damascus

Dubai

Shanghai

Peking

hong Kong

Guangzhou

Goa

Delhi

Seoul

Small

Ulan bator

bangkok

Phuket

hanoi

ho chi minh city

Tokyo

8 9

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

8 9

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0 sex age travel purpose

female

male

65+

55-64

45-54

35-44

26-34

15-25

another

conference

education

family/friends visit

leisurebusiness

25%

45%

11%5%

28%

33%

24%

26%

12%

17%

56%44%

5%6%

2% 1%

3%3%

32%

2% 8%

15%20%

43%

33%

75%

55%

The readers’ audience

business-class passenger profile economy-class passenger profile

sex age travel purpose

female

male

conferenceeducationfamily/friends visitleisurebusiness

65+

55-64

45-54

35-44

26-34

15-25

M A G A Z I N E S W H E R E A D V E R T I S I N G W O R K S • M E D I A - K I T – 2 0 1 314

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

66 октябрь 2011 Аэрофлот Премиум

с п е ц и а л и т е т

н е к А з и с т ы й н А в и д П о д з е м н ы й г р и буходит с молотка на аукционах по 5 -15 тысяч евро за килограмм. Но это только в октябре. К декабрю, закату сезона белых трюфелей, чья жизнь ярка, но скоротечна, грибы станут еще дороже... В чем секрет этого феномена? За что, говоря ботаническим язы-ком, «плодовое тело гриба шойромицеса жилкова-того» удостоено не просто внимания поваров и гур-манов, но вызывает ажитацию и исступленное коленопреклонение? Все дело в аромате трюфеля — мощном, всепроникающем, изысканном, многооб-разном и влекущем. Аромате, который и не аромат уже, а вкус Dolce Vita. Аромате, который для каждого, его уловившего, свой и ни с чем не сравнимый. Аро-мате, который почти невозможно описать, поскольку в диковинном ассамбляже в зависимости от остроты обоняния можно обнаружить ноты сырой земли и специй, чеснока и подлеска, чуть подсохшей ско-шенной травы и меда, бензина и аммиака... Миро-вой столицей белых трюфелей считается небольшой

городок Альба в провинции Кунео северного итальян-ского региона Пьемонт. И итальянцы, располагаю-щие массой старых трюфельных легенд, одна из кото-рых гласит о том, что гриб — порождение лунного света, проникшего к подземным корням дуба, раз-бираются в трюфелях лучше других. Не будем оста-навливаться на трюфельной охоте с собаками, отме-тим лишь, что натасканная грибная собака стоит до 20 тысяч евро. Лучше вспомним о простом и прекрас-ном способе ощутить вкус нагретого трюфеля, упо-мянутый Еленой Костюкович в ее замечательной книге «Еда: итальянское счастье»: настругайте нагре-тый трюфель на простой крестьянский хлеб, капните немного оливкового масла, но только умбрийского, и посолите крупной солью. Но вернемся в рестораны. Белый трюфель способен преобразить, подняв на невероятный вкусовой уровень любую еду, наполнив ее своим ярким ароматом... Именно поэтому трюфели в виде тончайших стружек добавляют к основному блюду. И трюфель решает все.

Бриллиант кухниБелый трюфель — легендарный и самый высокооплачиваемый персонаж гастрономической сцены. он не играет вторых ролей, его амплуа исключитель-но заглавные партии осеннего кулинарного сезона. и на него всегда аншлаг текст в а с и л и й ш о м о в

фот

о S

toc

k F

oo

d/F

oto

ba

nk

.co

m

«aerofloT premium»Is the monthly on-BoaRD magazIneFoR BusIness-Class PassengeRs

circulation – 25.000 copies

The average monthly number of readers – 198 000

The forecast average monthly number

of readers for 2013 – 250 000

number of issues per year – 12

Volume – 144–320 columns

75% – men, 25% – women

The magazine is distributed in business class

cabins by inserting into the pockets of passenger seats

1716

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

The conTenTs of The magazine

calendar Announcements of the

most significant events of the month:

festivals, expo, fashion shows and VIP

parties.

selecT novelTies in the world of

automotive, accessories, jewellery,

fashion and style, interior

design, hotels and

restaurants.

The inTerview Prominent

Russian politicians, show-

business personalities,

entrepreneurs and arts patrons

talks about their work, life and

travels.

TesT-drive Expert’s reviews of the

new models from established car

manufacturers.

real esTaTe Reviews of the international property markets and analysis of current trends.

money Profile and non-profile investments, private banking, wealth management, financial experts’ opinions.

premium class hoTelsnew hotels, spa and resorts.

Travel compelling stories about travel to different cities and countries, trendy destinations.

weeK-end A short break to Europe: the fresh outlook.

besT of The besT The best ever

hotels and resorts, the world’s best hotel

chains. Special rating of ”Aeroflot Pre-

mium”

The brand The past and present

famous brands: fashion, automotive,

watches, yachts, jewellery.

gasTronomy The world’s best

restaurants and chefs. culinary trends.

reading new books releases, science

and hi-tech articles, success stories of

the famous people.

Travel guide A concise travel guide

to Russia’s two capitals.

news Partners’ business propositions.

22 23

M a g a z i n e s w h e r e a d v e r t i s i n g w o r k s

// over 80% of passengers read on-board

magazines // the vast majority of pas-

sengers at least flick through on-board

press // 60% of passengers spend be-

tween 30 and 120 minutes reading it //

all the information presented is given

special attention and positive outlook //

the prolonged contact with the audience

provides advertisers with an excellent op-

portunity to present their goods or serv-

ices // generally advertisement in-flight

media is viewed positively // many pas-

sengers find the advertising in on-board

media interesting and useful // effective-

ness of advertising in on-board media is

high with every seventh passenger actu-

ally consumes the advertised products at

some stage and among business people

and entrepreneurs as well as business

class passenger this number doubles.

The effecTiveness of The adverTisingIS GUARAnTEED bY ThE ExcLUSIVE DISTRIbUTIOn Of ThE mAGAZInES AnD EnSURED bY ESTAbLIShED cOnTAcT WITh ThE AUDIEncE WhO ARE ThE AcTIVE cOnSUmERS

115054, г. Москва,

ул. Пятницкая, д. 71/5, стр. 2,

3-й подъезд, 5-й этаж;

тел.: + 7 (495) 690 8255,

факс: +7 (495) 690 8256;

www.in-flight.ru