http://www.gekko-eu.com/field_marketing_agency/news.php?id_news=24
> 18/01/2007 - Mezzo Movies takes off with Gekko


Gekko, the specialist in technology field marketing has been appointed to drive the launch of Mezzo Movies’ Mezzo Player, the new handheld in-flight entertainment system. Commencing in January, the campaign is understood to be the first field marketing activity for an in-flight entertainment system.

Gekko will be conducting a series of demonstration campaigns for the Mezzo Player to over 250 cabin crew for a range of short and long haul international carriers. The activity will ensure that the crew are fully equipped to promote and up-sell the in-flight entertainment system to passengers. As well as raising awareness of the system with crew, the activity includes understanding the Mezzo technology, the player’s features and answering passenger queries.

The new Mezzo Player is available on selected flights from Jet2, Silverjet and Flyglobespan airlines leaving from Luton, Manchester, Leeds/Bradford, Edinburgh and Glasgow. Each hand-held Mezzo Player has 30+ hours of video content including popular TV comedy shows, music videos and kids’ TV programmes.

‘These are a very important series of launches for us and it is vital that the cabin crew are equipped to make our venture a success,’ explains Tony Rubin, Customer Service Director, Mezzo Movies Ltd, ‘It was essential that we chose an experienced technology field marketing team to ensure the crew will understand the technology, the features of the players and most importantly how to promote and sell the system to passengers.’

‘This is an excellent opportunity for us to demonstrate how our technology field marketing expertise can be transferred out of the traditional shop setting and into a new exciting arena,’ comments Daniel Todaro, Managing Director, Gekko, ‘We will be using our proven techniques and experience to demonstrate and raise brand awareness with cabin crew to make the Mezzo Player a success.’