On The Fly After the lucrative jet-set crowd? Have you tried the airport?
By Gwen Moran Edited by Frances Dodds
Opinions expressed by BIZ Experiences contributors are their own.
Want to reach the upper echelons of corporate America? Try theairport: Airport advertising is taking off as companies realize itseffectiveness in reaching captive audiences of frequentfliers-those well-educated prospects whose household incomes inchclose to an average of $140,000 per year.
According to Joe Evans, CEO of Sky Sites Inc. (www.skysites.com), a New York Citymedia company that specializes in airport advertising, airportmedia represent a diverse array of products that pinpoint thedesirable customers who frequently fly. Advertisers can purchaselarge, illuminated displays in such high-traffic areas as the headsof concourses and entrances to baggage claims, or buy media aroundfrequent-flier clubs. Businesses can even reach a smaller segmentof individuals, like those flying in from Europe or the West Coast.Says Evans, "We can actually map out how a company can reachvirtually everyone who walks through that airport."
Pricing depends on the airport and the size of theadvertisement. Types of media include interactive phone centers,which provide information about local hospitality andtransportation services; baggage-cart sponsorships, prominentlyfeatured back lit displays atop baggage carousels; leafletdispensers; and in-airport exhibit space.
Sky Sites has also been testing a system of plasma screens onwalls throughout airports. These flat screens display localinformation, stock quotes, weather, sports and your company'sad.
Gwen Moran is president of Moran Marketing Associations, apublic relations and marketing communications agency in Ocean, NewJersey, and founder of BoostYourBiz.com, a marketing informationresource. E-mail her at gwen@boostyourbiz.com.
