Also Thinking About Airport Advertising?

During my previous assignment at the main airport of Belgium, I spent most of my time working with their advertising partner. As there are a lot of brands which would like to advertise there, I would like to clarify some aspects on airport advertising.

Why should I advertise at an airport?

One of the main advantages of an airport is that there is a high visibility for your brand. In 2014, Brussels Airport welcomed over 22 million passengers, which was their latest record.

From those 22 million 61% were travelling inside the EU (Pier A) and 39% were non-EU passengers (Pier B). Furthermore, more than 50% of the travellers travelled single, but only 30% was travelling for business reasons.

Did you know that 65% of all passengers was between 25 and 54 years old?

Different networks, different zones

Given that an airport welcomes local passengers as well as as foreigners, different zones and networks are available. The following channels or networks are most common at the airport which are for sale based on their availability:

• Mupi’s (Mobilier Urbain à Publicité Illuminé – 2m²)
• Advertising panels
• Podia

Ofcourse there is a possibility to propose some out-of-the-box ideas, but those should pass by the Commercial Department of the airport.

As an airport requires some strict rules and regulations, all out-of-the-box ideas – which are not included in the standard range of possibilities – should be approved by the airport itself.

Mainly the fire restrictions can cause a negative feedback, as not all fabrics and materials are fireproof, the airport is obliged to adjust the fire detection systems etc.

Also the operational aspects are decisive. For example if you want to place a massive structure in the middle of the departure hall, where many people pass by daily, this will definitely be refused by the airport as the operational passenger flow stands in first place.

So it is not ruled out to ask for a new location where no one else ever did an advertising campaign, but you should ask for it.

A good understanding of the different zones, the passengers’ profiles and the airport itself can be a great advantage to come up with some innovative ideas.

Targeting at an airport

Ofcourse it is essential to place your brand at the right location. When your brand is well-known in the EU, you better ask the advertising agency for a network in Pier A where only Schengen flights are boarding.

It is really important to ask the agency for advice and not forget to ask for a tour at the airport so that you can see the proposed network yourself. It would be a pity to hear afterwards that the network you booked wasn’t targeting the right audience, wouldn’t it?

Although it is important to try and find the right network for your brand, there will be some ‘general’ zones where targeting will be more difficult than in others e.g. the Departure hall or the Arrivals hall.

Am I the right brand for airport advertising?

There is no doubt that any brand can be represented at an airport. Nevertheless, not every location is equally relevant for different brands.

Nowadays we mainly see brands from the banking, automotive, services, industries or travel sector. For me, airport advertising seems relevant for brands which are either:

• known worldwide,
• related to the travel industry,
• available at the airport itself.

Also the content of the campaign is determinative for the strength of the campaign. If your brand is not related to the travel industry (e.g. airlines or luggage brand) it is important to come up with a general campaign which focuses on the brand, not on a specific product.

Brands which are less known than the big international players, can also advertise at an airport. For them however it is more relevant not to buy the main and most visible advertising networks, but rather the subtle ones which are more related to a specific place (e.g. the airline lounges, …).

Another great solution for them is to start up partnerships with airlines or other instances.

So, to wrap up:

1. Ask the advertising agency for advice.
2. Ask for a tour at the airport so you can see all the possibilities and locations.
3. Make sure you know which audience you want to target.
4. Determine your goals and budget.