Kinetic’s Aviator takes off in new direction

Janice Tan has been appointed as global head of Kinetic’s Aviator to lead the division’s new direction. She will be based in Singapore and report to Kinetic Global CEO Mauricio Sabogal.

Janice joins from IPG Mediabrands, where her focus was building new category futures. She has spent the last 17 years understanding and working the ins and outs of integrated marketing communications. Having worked across a variety of full-service, media and creative agencies on brands like Dell, HP, Microsoft, Qatar Airways, Emirates Airlines, Air France, Four Seasons Hotels, Marriott Hotels and LVMH Group, she has led brands and agency teams alike through the transition from analog to digital.

Kinetic has evolved the strategic direction of its Aviator unit to stay ahead of technology and consumer trends. Formed in 2011 as an airport marketing unit, Aviator quickly expanded into the largest network of its kind. Today, Aviator connects brands with influential individuals not only in airports but throughout their entire travel journey. Now considered the largest global travel marketing specialist, Aviator offers keen insight into travellers, their lifestyles, behaviours and attitudes, as well as innovative ideas to reach those travellers through customised brand experiences.

“As experts on consumers on the go, it’s only fitting that we adapt our airport marketing model to extend to the full consumer travel journey,” said Mauricio Sabogal. “Just as the trip doesn’t begin and end at the airport, a brand message should be relevant and useful throughout the entire journey and beyond. With the technology available today and in the future and the data we have, we are able to help brands enhance the travel experience, connecting with consumers as never before. We’re excited to have Janice take the helm at a vital time in the evolution of the company and within the travel industry.”

Said Janice, “I’m thrilled for this new challenge and already have ideas on how we can build upon our expertise in airport marketing to create a better, more seamless experience throughout the entire travel journey. Consumers are connected at every stage of their journey, giving us an opportunity to leverage our data, insights and technology to deliver a more personalised experience.”