GERMANY. In big breaking news, Flughafen Berlin Brandenburg (FBB) and Media Frankfurt have struck a marketing partnership that enables advertisers to book combined campaigns at Germany’s two major travel hubs – Berlin Brandenburg Airport Willy Brandt and Frankfurt Airport.
Media Frankfurt is the marketing arm of Frankfurt Airport operator Fraport.
The alliance, which began this month, means that Media Frankfurt’s advertising clients can extend and manage their advertising campaigns and brand appearances at both airports “without additional effort and from one single source”. Media Frankfurt said the two airports serve as an ideal communications platform as they operate 11 connecting flights daily.
Since both airports are important hubs in intercontinental and global air traffic, the alliance also offers interesting options to global companies and premium brands, Media Frankfurt added.
Media Frankfurt Sales Director Peer Schmitz-Kuo said: “I am looking forward to working with FBB and hope to see many exciting campaigns. The combined offer with our advertising spaces will simplify media planning for many advertisers. This means that one booking process enables clients to cover a campaign at two German premium airports.”
Both airports boast innovative execution in media campaigns and offer a creative platform for eye-catching brand activities. Advertising spaces are strategically positioned both in front of and beyond security control, which guarantees additional touchpoints.
Germany’s main air transport hub, Frankfurt Airport served nearly 50 million passengers in 2022, while Berlin Brandenburg Airport welcomed more than 19 million passengers.
Media Frankfurt Managing Director Martin Korosec commented: “As the gateway to the capital and third-largest airport location in Germany, Berlin Brandenburg Airport is an extremely attractive partner for Media Frankfurt. Also, it opens the segment of political decision-makers to our advertising customers.
“The cooperation will link two of Germany’s most important airports along the entire customer journey and underlines our position as Germanys most commercialised airport and innovation driver for airport media. Our advertisers can take profit from the option to extend and manage their campaigns across airport borders in a one-stop-shop principle.” ✈
About Media Frankfurt
Media Frankfurt is the exclusive marketer of advertising space at Frankfurt Airport. Founded in 1971, the Fraport subsidiary has developed into Germany’s market leader and number one advertising platform in the aviation sector.
Through the participation of its long-term joint venture partner Out of Home advertising powerhouse JCDecaux – which serves some 200 airports worldwide – Media Frankfurt has become a powerful innovation hub for Digital Out of Home advertising. More than 2,000 advertising media inside and outside the Frankfurt Airport terminals reach almost 70 million mainly international passengers every year at Europe’s third-largest hub.
Media Frankfurt’s omnichannel portfolio embraces analogue, digital, POS and promotion, and mobile. Also see www.media-frankfurt.de.
 This feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications, writes Martin Moodie. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’.  Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space. ✈ *Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
