From the first step on Spanish soil: How brands use OOH advertising at the airport to set the stage for attention
Monday, 2.00 pm. In Barcelona, daily life continues in its usual bustling rhythm. The main streets are full, Plaça de Catalunya and La Rambla are crowded with locals and tourists. But just a short distance outside the city center, a completely different world opens up: the entrance hall of Fira Barcelona Gran Via, which until recently was still quiet and empty, is now filled with construction workers, exhibitors, and technicians. Here, the energy of the upcoming trade show, ISE, is palpable. While the heart of the city maintains its usual pulse, a very different pace is taking shape in the exhibition halls.
When 100,000 trade visitors arrive, visibility counts in order to clearly stand out from the competition
Tuesday, 9.30 am. Crowds of people stream through the train stations, a long awaited destination in sight: the trade show Integrated Systems Europe, ISE for short.
ISE is not just any trade show, but the largest in the world in the field of audiovisual and systems integration technologies. In 2026 it took place from 3 to 6 February and once again transformed the Fira Barcelona Gran Via exhibition grounds into the vibrant meeting point of the industry. Across an exhibition area of more than 100,000 m², equivalent to the size of over 14 football fields, people from all over the world came together to immerse themselves in the latest technological innovations among glowing screens and fascinating demonstrations. More than 1,700 exhibitors presented their developments, and nearly 100,000 trade visitors attended. And it is precisely this concentration of a relevant target group that makes Barcelona during trade fairs like ISE an exceptional place for your outdoor advertising.
The trade fair venues in Barcelona: This is where outdoor advertising ensures relevant reach
In Barcelona, there are two exhibition grounds: the Fira Gran Via site, which hosts international trade shows and congresses such as the Mobile World Congress or Alimentaria, and the historic area at Montjuïc on Plaça d’Espanya. In addition, the city has got the CCIB (Centre de Convencions Internacional de Barcelona), hosting additional congresses and conferences. Anyone planning an outdoor advertising campaign should keep both exhibition grounds and their associated transport hubs in mind, as this is exactly where the target audience moves.
Click here to find a map providing an overview of the locations of the airport, the trade shows, congresses and train stations in Barcelona: Overview map of the locations of Barcelona’s airport, trade fairs and train stations
Airport advertising at El Prat: Barcelona’s gateway to the trade show
The Belgian company Barco participated as an exhibitor at ISE this year, using the trade show as a platform to showcase its product range and engage in dialogue with customers, partners, and industry experts. The fact that Barco would be present at the trade show was already visible upon arrival at El Prat Airport—long before the first business card was exchanged.
Immediately after landing, travelers, including trade visitors, exhibitors, and decision-makers from around the world, were guided on their way to the exit and at the baggage claim by bright digital advertising displays. A large network of digital city light posters and wide-format screens, often positioned above the travelers’ heads, displayed the outdoor advertising campaign. The advertising spaces extend throughout the entire arrivals area: from entering the arrivals hall, past the baggage carousels, and along the path to the metro. In this way, your outdoor advertising can visually accompany airport guests from arrival to exit.
On almost 50 screens, Barco displayed a colorful, attention-grabbing 10-second spot for its new video conferencing system. The rows of precisely synchronized displays of the digital city light posters (dclps) in particular had an almost hypnotic effect. The trade show audience has ample time at this location to absorb messages, both while walking the long distances toward the exit and while waiting for their luggage.
Almost 100,000 trade visitors attend ISE alone! This means that a large share of them arrive via the airport. By the way, more than 50 million passengers take off and land at El Prat each year; with the planned renovation, capacity is expected to increase to up to 70 million travelers. With airport advertising, you can achieve a strong reach across national borders with a single marketing campaign.
Discover our presentation on airport advertising in the Catalan capital: Presentation on outdoor advertising at the airport in Barcelona
Our tip for optimal placement of your outdoor advertising at Barcelona Airport
Many advertising spaces at the airport, including digital city light posters (also known as dclps), are double-sided and oriented toward different passenger flows. One side is seen by arriving travelers, the other by departing ones. Depending on which target audience you want to reach, choosing the right side is crucial for the impact of your OOH advertising campaign. We analyze the passenger routes and recommend the optimal placement.
Presence from the very first moment: ISE outdoor advertising at the baggage claim
ISE itself also used the prime advertising spaces at the baggage claim to welcome its trade visitors. Even before the first business card was exchanged, even before the first conversation took place, targeted outdoor advertising ensured that the trade show was already present. In line with the motto: The first moment on Spanish soil is the first contact with the trade show.
For advertisers, this represents a strategic advantage: the brand reaches the visitors’ memory even before the actual trade show visit, at a moment when their attention is not yet occupied by exhibition booths, conversations, or impressions.
Column advertising at Barcelona Airport: Welcome, dear trade visitors and industry experts!
In addition to the digital screens, the airport offers another particularly impressive form of advertising: column advertising. The columns are often placed along passenger walkways, so travelers move directly toward the message. With their impressive size and fully illustrated surfaces, the advertisements reach passersby from every angle.
On one such column, one of Barcelona’s most famous landmarks is showcased: Casa Batlló, designed by Antoni Gaudí. A vibrant work of art in stone, iron, ceramic, and glass, shimmering with color and featuring playful shapes reminiscent of fairy-tale worlds. A welcome for international passengers, and thus also for trade show and conference visitors that stays in mind, doesn’t it?
The mandatory passage as an advertising stage: large digital screens
All arriving passengers, including trade show visitors, pass through a mandatory passage at Barcelona Airport: the route to the baggage claim and the exit. Here, two huge, opposing large digital screens are mounted on the left and right walls. Every traveler walks directly past them!
This is exactly what makes these advertising spaces so valuable: high foot traffic, immediate proximity, and visual contact at a moment when attention is not distracted by shops or restaurants. The dual placement on the left and right ensures a dominant presence and reinforces the brand message in a lasting way.
| Digital Colorama – Arrival Terminal 1 – Barcelona | |
| Location | Arrivals Terminal 1, baggage claim / exit |
| Number of screens | 2 screens |
| Format | 10,2m x 2,5m |
| Duration | 1 week |
| Spot length |
10 seconds |
| Media costs | € 50,530 |
| Technical costs | € 500 |
The airport is just the beginning for your outdoor advertising in Barcelona
As impressive as the outdoor advertising campaigns at El Prat are, the airport is only the first stop for most trade visitors on their way to trade fairs like ISE. On the route to the exhibition grounds, there is one place that becomes an absolute hotspot for outdoor advertising on trade show days: Fira (Europa) metro station.
In Part 2 of our series: How Shure, a leading audio technology company, claimed the entire train station for itself and left no space for the competition.
