Airport advertising gets a good decluttering
BRAND ACTIVITY
May 2nd 2012, 07:54
Continental Outdoor Media’s billboard strategy at airports has successfully decluttered the space as well as created a better solution for marketers.
“Our outdoor campaigns have become extremely focused towards certain target audiences in airports. So if a client like Visa wants to target a business traveller for instance, the campaign will be executed in a business class lounge and not duplicated in a meet and greet area. We now allow the client to own a particular airport ‘zone’,” said Shane Thompson, Continental Outdoor Media general manager.
In zones, such as passport control, Continental Outdoor Media showcases clients’ work on large bulkhead structures. In addition, the company has invested in superstructures or gantries that suspend over several traffic lanes at airport entries and exits. “The advert on a gantry billboard is the passenger’s first and last impression when entering and exiting the airports,” he said. These gantries vary in size from 240 square metres and 81 square metres.
“In essence we devise a solution for the client – do they want adverts at passport control, in the duty-free zone or at restaurants? The art is to be able to know how to reach a chosen market,” said Thompson.
Continental Outdoor Media’s airport advertising clients include Standard Bank, Visa and Motorola. Click here for more information on Continental Outdoor Media
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Lu Ndyamba has been appointed Government Liaison Officer at Continental Outdoor Media, and is responsible for managing negotiations with government bodies and councils.
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High traffic volumes, captive audiences and upper LSM consumers are key characteristics of airports in South Africa.
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Insect control brand, Doom, wanted to reflect its true power; and so Continental Outdoor Media embarked on the grueling challenge of executing the ‘image’: a mammoth billboard with approximately 6000 shoes to fit into the shape of a Doom spray can.
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