Many visitors to the ERS Congress, which took place in Barcelona this year, arrive via Barcelona Airport. Passengers arriving at Terminal 1 at Barcelona Airport must all pass through a mandatory corridor and then through the baggage claim area on their way to the exit.

Directly above the entrance to the mandatory corridor, conference and trade fair attendees are greeted by a giant video wall as their first welcome on Spanish soil.

Sanofi was one of the exhibitors at this year’s ERS Congress and used the prominent video wall to draw attention to itself and its booth. With a 10-second video and a cute depiction of pro-inflammatory messengers in the immune system that drive chronic respiratory diseases such as asthma, Sanofi is boosting their brand awareness. The brand is highlighting an important field of research. The airport advertising at Barcelona Airport captures the attention of congress attendees and thus healthcare professionals. With the Video Wall, Sanofi raises awareness of their presence at a very early stage of their journey to the congress, putting their booth on attendees’ radar before the congress.