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Use Outdoor Advertising at Airports to Keep your Brand Top of Mind
Imagine being one of around 10,000 athletes travelling to Switzerland for the UTMB (Ultra-Trail du Mont-Blanc), the world’s most renowned trail-running event.
Among them is Ben Dhiman, who will prove to be this year’s UTMB champion. His destination: Chamonix. His focus: the race ahead. Ben Dhiman is from the U.S. He’s probably decided to fly to the UTMB; even though he’s a strong runner, that would likely be a bit too much for him.
Geneva Airport is the main gateway to the UTMB event for thousands of international athletes, coaches, supporters and sports enthusiasts. This makes the airport much more than a transport hub. It becomes an important first touchpoint with the destination and the event itself, forming the perfect platform for outdoor advertising.
During the flight, and again after landing as the athlete makes his way through the airport, Ben Dhiman is completely focused on the race ahead. And not just any race, but the world’s most renowned trail running event. Training and performance were already front and centre.
And then, as the athlete arrives, he is welcomed by advertising that speaks directly to his passion for sport and performance.
This is exactly the environment our client, TrainingPeaks, a digital platform from the United States, designed to help athletes plan, track, and optimize their training, capitalized on at Geneva Airport.
Airport Advertising Geneva: The Giant Video Wall
The journey on Swiss soil begins with a spectacular digital video wall measuring more than 20 m², as Ben and many other sport enthusiasts arrive in the non-Schengen area at Geneva Airport.
A 20-second TrainingPeaks creative takes over the large-format digital screen, immediately capturing attention with lighting and movement.
At more than 20 m², the impressive screen size added another layer of impact. Its sheer scale made the creative even more visible within the airport environment, giving TrainingPeaks prominent presence.
The design of the motif made full use of the large format by blending a powerful still visual with animated elements, adding movement and depth to the advertisement and gaining attention with this innovative use of the digital screen. With the huge video wall at Geneva Airport, turning an everyday passenger touchpoint into a memorable brand moment is made easy.
For a highly relevant audience of athletes travelling to one of the world’s biggest trail-running events, the context could hardly have been more fitting. The message feels personal. “This is exactly what I’m passionate about.”
But the campaign did not stop at one spectacular touchpoint. To maximise visibility throughout the airport journey, the brand took over two high-impact advertising placements. On top of the large-format Video Wall along the Non-Schengen arrival route, they took over a network of six digital screens in the main arrivals area.
For travellers arriving from Non-Schengen destinations, this double placement made encountering the brand twice along their journey almost impossible to miss. At the same time, the six-screen network brought the campaign to the wider arrivals area, ensuring the brand could also reach travellers and thus athletes arriving through the Schengen area, as well as others who spend time in the arrival area.
Digital Screens @Geneva Airport:
Reaching Travellers Throughout Arrivals with OOH
TrainingPeaks took over a network of six digital displays within Geneva Airport’s arrivals area. A 20-second TrainingPeaks video ran synchronized across all six screens, turning the individual placements into one connected brand experience. Rather than relying on a single point of contact, the campaign created six repeated opportunities for passengers to encounter the brand as they progressed through the arrivals area.
The six screens addressed a broad mix of airport audiences, from arriving travellers and visitors to those meeting passengers and other guests passing through the arrivals zone.
For TrainingPeaks, airport advertising offered the opportunity to reach this international audience in a context that was highly relevant to the brand. Athletes, coaches, supporters, families, media and sports enthusiasts travel to the region from all over the world. And for many of them, the journey begins at Geneva Airport.
TrainingPeaks turned this moment into an opportunity to surround its target audience with a brand experience that was relevant and impossible to miss.
Want to Use Airport Advertising to Put Your Brand in Front of the Right Audience?
Discover how digital airport advertising at Geneva Airport as well as Europe’s many other Airports can turn passenger journeys into memorable brand experiences. We are happy to help. Contact us via isabelle@wtm-outdoor.com or directly via phone at +49 (0) 30 22 45 89 97.
