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On my way home from SXSW Interactive, I flew US Airways, and this is what I was forced to stare at for two hours — the hideous partition between coach and first class.

As my creative juices were flowing (thanks in whole to SXSW), I started to think about this extremely unattractive wall that couldn’t escape my eyes or attention. My first thought was that airlines should hire designers to make these visual monstrosities appeal to their passengers. As I continued to think along these lines, I eventually came up with a better idea.

The Idea

Airlines should sell the partition space as advertising space, preferably to one brand, and partner with the company to sell the advertised products in flight. As a promotion, airlines should offer the seats directly in front of the partitions at an incredibly reduced price (something like $10 regardless of destination) to not only swell any criticism, but create some good PR and demand.

Why I Think It Rocks

1. Brands would love to have the eye traffic and immediate purchase potential that this idea presents. I could easily see Starbucks using this space and designing something beautiful, much like the artwork in their stores, and making their product(s) of choice (or giftcards) available for purchase in flight.
2. It’s measurable for everyone. Airlines can measure products sold, seats purchased, and ad buys, meaning brands can get really great ROI metrics.
3. Think of all the PR opportunities you could create by selling $10 tickets, and the demand that would ensue. People would practically kill to get there hands on those tickets. I know I would.
4. One point that Matt Browne of Integral Impressions made is that the airline audience is a captive one. You’ve got passengers who are trapped on a plane, and this is an opportunity for brands to get really creative and capitalize on it.

What Do You Think?

Chime in in the comments. Did I just come up with a slammin’ idea, or are there major flaws? Got a better idea to capitalize on airline passenger awareness? Share that too.