With nearly 60% of travellers believing that advertising in airports is an indicator of high-quality brands and products, it is clear to see why they are becoming a hub for innovative marketing campaigns.
Out of Home (OOH) advertising company Bishopp believes that with a moving and ever-evolving environment up for offer, airports are quickly becoming a hub for creative and innovative advertising campaigns. The company has nine New Zealand airport concessions. Bishopp has advertising facilities available for airports in Dunedin, Gisborne, Hamilton, Invercargill, New Plymouth, Taupo, Tauranga, Whangarei and Whanganui.
At the Dunedin Airport the company installed LED video walls and an Ultra Stretch LCD display late last year. This is part of the $13.5 million renovation project to extend its departure lounge and security screening area after a surge in passenger numbers.
Bishopp’s digital network encompasses video walls and LCD displays. Their bespoke floor exhibits, branded environments, and specialty displays offer a unique opportunity to advertisers, allowing them to reach airline passengers and educate them on their product or service in an interactive and experiential environment. These include 3D Displays, Freestanding Exhibits, Floor Graphics, Display Cabinets and Bag Carousel Wraps.
Their classic airport advertising formats include Wall Wraps, Banners, Billboards, Fabric Displays, Window Wraps, Bathroom Signs, Luggage Trolleys, Edgelit Displays, Brochure Placements and Lightboxes.
With coveted target audiences such as affluent frequent flyers and key business decision makers choosing to use regional airports as a more direct route of travel, it is clear to see why national brands and local businesses alike are including airport advertising as a medium within their marketing mix.
In a 2018 study market researcher Nielsen unveiled the results of a comprehensive consumer insights study that reported on frequent flyer responsiveness to airport advertising, the types of activities travellers engage in while waiting for their flights, and what actions consumers take after being exposed to airport advertisements such as in-store retail shopping, social media and e-commerce activity.
According to the study, frequent flyers are highly responsive to airport advertising, with 80% noticing the media and 42% taking action that includes visiting a website, going to a store or learning more about a product, brand or service. Nineteen percent of frequent flyers actually bought a product they saw advertised at the airport.
Additional key survey findings show that 90% of frequent flyers are likely to dine/shop/visit brick and mortar locations after learning about them at the airport. 36% are interested in signing up for/learning about e-commerce services while at the airport. Almost half (48%) are interested in learning about travel rewards programs and one-third are interested in signing up for travel rewards credit cards while at the airport.
Bishopp can be contacted on 0800 422 699 or visit https://bishopp.co.nz/ for more information.