Monday, 2 March 2009

Total advertising immersion at Frankfurt Airport

Just had a look at Frankfurt Airport’s advertising brochure at Media Frankfurt. There is an abundance of promotional opportunities with 55 million passenger per year spending an average of 2 ½ hours waiting for their flight. Prominent ad sites include the welcome tower, enormous banners at gates and check-in, double sided lightboxes, 175 branded flat screen monitors and airport TV at over 130 gates. Wallwraps cover entire walls up to 60 metres long and column wraps go right up to the ceiling.

Less prominent advertising is everywhere, on flight information panels, security checkpoints, baggage pushcarts. Movement catches the eye so sliding doors, lifts, moving stairways and walkways are effective advertising space. In the future there will be 3D illuminated suitcases in the middle of the baggage carousels where passengers wait for an average of 25 minutes.

Advertisers with deep pockets can go for ‘Airport Domination’ with over 30 ‘coloramas’ (backlit ads) at strategic points around the airport. A 290 metre ‘Ambient Corridor’ promises to ‘immerse international transit passengers in your brand world’ by bathing the entire area in a specific colour. A backlit advertising wall extends the full length of a 400 metre light corridor between Terminal 1 and the parking garages. In the car park areas companies can advertise on the barriers, ticket dispensers, parking tickets and on the floor. Advertising extends beyond the airport site with 30 metre high towers along the exit and approach roads and the interior and exterior of buses.

Advertising revenues to Fraport, the airport operator, came to €18.9 million for the first nine months of 2008. This helps keep the cost of servicing the flights down. It also keeps passengers’ minds off what is going on around the airport site, like protest against the airport’s expansion. Here is a link to Zimbio photos of protests in woodland threatened by the development.

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