AUSTRALIA. oOh!media has struck a new long-term advertising partnership with Brisbane Airport Corporation (BAC), which extends the 18-year relationship between the two companies. The agreement includes exclusive rights for internal and external advertising for both the domestic and international terminals.
The deal will include new signage and feature what the partners claimed would be “the largest digital airport billboard”, as well as real-time content delivery and data informed targeting. (The videos on this page offer examples of how oOh!media aims to engage travellers through digital signage.)
oOh!media Chief Executive Officer Brendon Cook said: “Brisbane Airport, which has been recognised as one of the world’s best airports for its size, is in a period of rapid growth and change. We look forward to working with BAC to build on this momentum while continuing to drive innovation in how media assets can be used to enhance the entire customer journey.”
BAC Head of Retail and Commercial Jennifer Andrews said: “Brisbane Airport is committed to delivering our passengers with a unique and engaging experience and showcasing the best of Brisbane to the world.
“oOh! is an innovative leader in Out of Home and the broader media sector, with a unique approach to delivering high engagement with multiple media platforms throughout the passenger journey.
“We are particularly excited by oOh!’s proposal to introduce content throughout the airport to promote not only Brisbane city, but major events, as well as provide bespoke content and entertainment for our travellers which showcases the best of what Brisbane and Queensland has to offer.”
oOh!’s Chief Commercial & Product Officer Robbie Dery said the extension of the partnership meant that Brisbane Airport will benefit from oOh!’s comprehensive end-to-end audience proposition.
“Advertisers continue to look for audience-led solutions and place a high value on being able to engage with them over a prolonged period of time,” he said. “Our data capabilities enable advertisers to target and quantify specific audience segments in a high dwell environment, so they can tell their brand story over a prolonged period of time to engage deeper.
“With our end-to-end offering, they can also reach their audiences across multiple platforms, including on billboards on the roads leading into and out of the airport, while checking in, when going through security, at departure gates and when collecting luggage at the other end.”
As reported, the Queensland gateway completed a A$45 million (US$32 million) transformation of its departures area in 2017, including a comprehensive make-over of its commercial service, from retail to food & beverage. It was the first part of an ambitious ten-year A$2.5 billion (US$1.8 billion) capital expenditure programme.
Footnote: The Moodie Davitt Report will soon launch a new monthly eZine, Sight Lines – The Amazing World of Airport Advertising, in which we will profile advertising and communication initiatives across world airports. Each issue will build to a very special culmination later in the year. For details contact Irene Revilla at Irene@MoodieDavittReport.com.
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