some airlines run tie-in marketing campaigns with famous-brand makers of ,
say,the coffee and ice cream that are served on board.
Marketing messages can be incorporated into the dining experience - menu inserts,
cocktail napkins and meal trays.
Edward Gargano, President and CEO of MHM North America,
describes how airlines can capitalize on non-performing assets by making tray-tables work for their living:"Using vinyl decals,
revenue-producing advertising can be affixed to the inner side of the drop-down tray-tables.
Based on actual head counts of the captive audience,
this kind of programme can deliver a steady monthly income."
These days,the romance with jet-set dining is fading rapidly,
and cost-cutting and convenience food are now the norm in economy class.
Ryanair sells wrapped sandwiches during flights,
and at some airports local entrepreneurs sell "bording-gate bags",
which contain meals priced at different levels.
Purists might argue that this approach hardly represents the spirit of hospitality;
but for a family group travelling in economy class,
after two hours or more spent queuing at check-in and security points,
and afer having already spent three hours or more getting from home to the airport,
these rough-and-ready solutions might be the equivalent of a godsend.
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