• Entertainment & Connectivity

Art of the Deal: GEE Wins Big With Fiji and American Airlines and More

October 14, 2015  | Written by APEX Staff

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This article originally appeared in The APEX EXPO Daily Experience – Day One.

Of all the movers and shakers in the business, none move with the moxie and vigor of Global Eagle Entertainment. In the first of many, many announcements it plans to make during Expo, the company says it has signed exclusive agreements with Fiji Airways to enhance its current GEE-provided in-flight entertainment portfolio with the introduction of a comprehensive advertising program. Advertising and sponsorship spots are already up for sale, and will begin appearing on the airline’s IFE system next spring.

In addition to the Fiji Airways deal, GEE says it has also been selected to provide content aboard Myanmar National Airlines.

In sit-down with APEX Media at Expo, GEE also spoke of yet another deal that’s in the works with American Airlines to provide in-flight advertising and brand sponsorships for its in-seat and overhead IFE systems and personal electronic devices.

“We’re thrilled to bring another strategic and value-added service to American Airlines,” Walé Adepoju, chief commercial officer, GEE, told us. “GEE’s continued efforts to build our advertising and sponsorship business, both organically and through the integration of recent acquisitions, offers our mobility customers a powerful tool to generate ancillary revenue.”

“GEE’s continued efforts to build our advertising and sponsorship business offers our mobility customers a powerful tool to generate ancillary revenue.” – Walé Adepoju, GEE

The numerous reach-outs signal GEE’s commitment to expand its digital media advertising and sales services for a market they estimate is worth more than $1 billion of the overall $10 billion IFEC market.

Here are some other deals GEE has in the works:

• GEE and Sony Music have inked a worldwide licensing agreement that will add thousands of songs to Global Eagle’s IFE catalog. As Sony Music’s first licensing pact with an IFE content service provider, the agreement allows airlines to choose from GEE’s custom playlists of songs from Sony Music artists. Ten airlines served by GEE have already added Sony Music hits to their repertoire, and dozens more are expected to follow.
• GEE and leading travel publisher Lonely Planet have partnered to add over 30 digitized Pocket guides to GEE’s IFE portfolio. Airlines will be able to purchase guides for popular destinations such as Dubai, Paris and Las Vegas for their in-seat and wireless systems.

Alexis Steinman, senior vice-president, Digital Media Solutions, GEE said the accord with Lonely Planet “offers up an exciting opportunity for airlines to enhance their overall experience for passengers, who can now brush up on the sights and attractions awaiting them at the end of their flight.” He called the cross-over connection a “must-have content for airlines dedicated to a great passenger experience.”