NEWS RELEASE
For immediate release
Monday, June 29, 2009
CAL offers global exposure for local businesses
With a dynamic new look, name, and business focus, the new in-flight magazine for Cayman Airways will connect the country and Cayman companies with more potential business and customers than ever before.
Photo Caption:
Caymanian entrepreneur David Kirkaldy (left) demonstrates to Cayman Airways CEO Designate Olson Anderson the advertising presentation for CAL’s new in-flight magazine Cayman Airways Skies due out in September. Mr. Kirkaldy has been contracted as the magazine’s Cayman-based Sales Representative.
After several months conducting a formal tendering process for the magazine, one of the many reasons Cayman Airways Limited (CAL) chose the award-winning HCP/Aboard Publishing company was because the airline will receive a tremendous budget from the company for advertising in the United States. At no added cost to Cayman Airways, this valuable advertising budget allows the national flag carrier to promote Cayman in the 31 newspapers across the United States that are owned by The McClatchy Company. HCP/Aboard is a subsidiary of The McClatchy Company, which is the third-largest newspaper company in the United States.
“The amount equates to a 20% increase on the airline’s entire advertising and marketing budget annually, which Cayman Airways would never be able to afford otherwise,” explained CAL’s VP Finance Paul Tibbetts. “We are also getting an increase in the minimum guaranteed revenue each year from advertising royalties, so from a financial standpoint it is a sound business decision which is in the best interest of our national flag carrier, and by default, for the country.”
Through this new partnership, local advertisers will also get added international exposure through a dynamic new electronic version of the printed magazine called an “e-zine” (short for electronic magazine). The web-based e-zine allows users to turn each page electronically while viewing the magazine on their computers, and to click straight through to each advertiser’s company website by just clicking on the ad. The e-zine will also be iPhone and iPod compatible for maximum viewing flexibility.
“This new concept of an e-zine will allow Cayman companies to achieve a wider reach when they advertise in the new publication,” explains VP Commercial for Cayman Airways Paul Mooney. “That’s a significant consideration for local businesses trying to stretch their advertising dollars in the current economic climate, especially when this bonus feature comes at no added cost to them.” Also part of HCP/Aboard’s contract with Cayman Airways, a Cayman company with a local representative will always be contracted to manage the sales aspect of the publication on the ground on Grand Cayman. Local sales and marketing expert, David Kirkaldy, of Massive Group Ltd. has been named the magazine’s Cayman representative.
“I am excited about being part of producing an incredible, award-winning in-flight magazine for Cayman Airways,” he said, adding that after weeks preparing a sales plan for the first issue, the positive response from local advertisers has been tremendous. Drawing from his degree in communications and more than 20 years experience in sales and marketing on Grand Cayman, Mr. Kirkaldy is in the process of developing a new division of his company - Massive Media Ltd. He is a council member for the Cayman Islands Chamber of Commerce, and a Past President of the Rotary Club of Grand Cayman. On the editorial side, several local writers and photographers have been contracted to produce all Cayman-related articles and images. Having their work featured in this new in-flight magazine will give them invaluable exposure to additional freelance opportunities with the many publications produced by HCP/Aboard.
“Having now implemented a more focused distribution of the printed magazine, we’re able to better position it as a true ‘in-flight’ publication for the national flag carrier,” noted CAL Corporate Communications Manager Olivia Scott Ramirez. “This re-positioning allows us to work closer with more local photographers and writers in all sectors of Cayman as we develop editorial plans with articles of interest for travelers on a variety of topics that will appeal to our local customers as well as visitors.”
Mrs. Scott Ramirez announced that the publication’s new name is Cayman Airways Skies, chosen from more than 200 names submitted by Cayman Airways employees in an internal staff competition. She also noted that among the many new features HCP/Aboard Publishing will introduce in the new magazine is bi-lingual content in Spanish/English.
CEO Designate Olson Anderson commented: “We were impressed with all companies who submitted bids for this project so it was not an easy decision or one that was taken lightly. The decision to go with HCP/Aboard Publishing was ultimately made in the best interest of Cayman Airways and our customers as we strive to meet the airline’s vision for a revenue-generating, award-winning in-flight magazine.” Acting CAL Board Chairman Johnny Brown echoed those sentiments, stating: “CAL’s in-flight magazine was identified in the Lufthansa audit as a revenue source that was not being maximized. Through this new contract with HCP/Aboard, the increased revenue and substantial advertising space in US newspapers will allow Cayman Airways to entice more visitors to the Cayman Islands and to travel on our national flag carrier. There is no question that this partnership will benefit the country as a whole while helping to improve CAL’S bottom line.”
Mr. Anderson and Mr. Brown both added: “On behalf of the management and board of Cayman Airways, we want to publicly thank the publishers of the privately-owned Horizons magazine for the many years they allowed us to use their publication as our in-flight magazine, and we wish them every success in their future endeavours.”
HCP/Aboard publishes the award-winning in-flight magazines for American Eagle (named Latitudes) and TACA Airlines (named Explore) and has been the recipient of many prestigious publishing and marketing awards for their extensive portfolio, including the Pearl Awards and Magnum Opus. HCP/Aboard is a subsidiary of The McClatchy Company and a division of The Miami Herald, which has been the recipient of 20 Pulitzer Prizes for outstanding editorial, commentary, feature writing, public service and photography.
“We are delighted to have been selected as the publisher of Cayman Airways’ new in-flight magazine,” said HCP/Aboard Publisher Garry Duell Jr. “Together with our Caymanian partner David Kirkaldy, our team will work closely with local writers and photographers to produce an award-winning magazine that will bring added exposure to the destination. Our multimedia program includes print and online added value that will promote the magazine and its website throughout the United States.”
The new magazine is due out in September this year.
About Cayman Airways and Horizons
Horizons magazine is privately owned by Progressive Publications, which has had the contract rights for more than 20 years to name Horizons “The official in-flight magazine for Cayman Airways”. This contract has historically been renewed at the end of each contract cycle, typically without contest. In recent years, Progressive Publications contracted Cogent Communications to manage the sales and editorial production of the magazine, with the printing being done overseas. In-keeping with recommendations from the Lufthansa audit of Cayman Airways, the decision was taken to put the contract out to tender for the production of the airline’s in-flight magazine (upon expiration of the then current contract), with the aim to maximize this underutilized revenue opportunity for the airline. Progressive Publications was therefore given the required six months notice in late 2008 and were invited to participate in the bidding process. Ultimately emerging unsuccessful in April 2009, Progressive Publications accepted CAL’s offer to provide an additional two issues of Horizons as CAL’s in-flight magazine, through August 2009.
About David Kirkaldy
Caymanian entrepreneur, David Kirkaldy, has more than 20 years experience in sales, marketing and communications in the Cayman Islands. Before launching his group of companies in 1998, known as “Massive”, he was the marketing representative for Esso on Grand Cayman for five years. Prior to that, he worked in the marketing department of Atlantis Submarines. He is a 1987 graduate of the Cayman Islands High School (now John Gray High School), and has a Bachelor of Arts Degree in Communications from Loyola University, New Orleans, with a concentration in Public Relations and a Minor in English Literature. He is a current council member of the Cayman Islands Chamber of Commerce and a Past President of the Rotary Club of Grand Cayman.
About HCP/Aboard Publishing
HCP/Aboard Publishing is a custom publishing and promotional company that creates multi-language business and lifestyle magazines, in-room hotel books, in-flight magazines, destination guides and websites, as well as turnkey marketing and communications programs. The company’s extensive portfolio includes the award-winning in-flight magazines for American Eagle (Latitudes) and TACA Airlines (Explore). Based in Miami, HCP/Aboard is a subsidiary of The McClatchy Company, the third-largest newspaper company in the United States, and a division of The Miami Herald, which has been the recipient of 20 Pulitzer Prizes for outstanding editorial, commentary, feature writing, public service and photography.
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