USA. Lamar Advertising Company has been awarded a ten-year contract to upgrade and manage advertising signage at San Antonio International Airport.
Its Airport Advertising division will replace all existing advertising fixtures and invest US$1 million to install new digital networks, LED “spectaculars” and backlit tension-fabric banners.
The company, which manages an advertising inventory at 24 airports in the US, said that its investment will enhance the aesthetic of the airport and provide advertisers with “new opportunities to engage airport travellers”.
The new advertising installations at San Antonio will include synchronised digital advertising on 75-inch LED screens throughout the concourses and baggage claim areas, targeting both arriving and departing passengers.
In addition, three Nanolumens high definition LED displays will be strategically placed “to uniquely share advertisers’ messages”, Lamar said.
Lamar also plans to introduce technological advancements including beacons, facial recognition, geofencing, QR/NFC and social media alternatives for advertisers.
Commenting on the new contract, San Antonio International Airport Properties, Concessions and Business Development Manager Steve Milburn said: “Lamar has established a strong reputation for enabling airports across the country to derive maximum value from their advertising infrastructure while, at the same time, providing brands with an opportunity to reach the travelling public in creative and innovative ways.
“We are excited to welcome Lamar to San Antonio and look forward to working in partnership to provide our visitors with an enhanced airport experience.”
Lamar Advertising Company Vice President and Senior Director of Airports Brig Newman said: “As our roster of airport clients grows and people spend more time at the airport prior to departure, we are repeatedly demonstrating the power of airport advertising, and specifically the Lamar network, to connect with air travellers and influence purchasing decisions among higher-income, discerning consumers.
“We’re looking forward to a long and prosperous relationship with San Antonio airport.”
San Antonio International Airport serves 9 million passengers annually, offering routes to 54 non-stop domestic and international destinations.
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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