Surfing the web at 11,000 meters was a novelty at its inception. The idea of being in air and online needed to be imprinted as the new facet within the inflight experience. Instead of creating awareness via traditional media, we crafted messages that would be seen before boarding and assembled a Gate Crew that would interact with passengers waiting for flights. This provided Gogo the opportunity to present their brand as the new norm of air travel right before the point of purchase.