Global consulting firm, and member of ‘the Big Four’, KPMG was one of the participants in the largest annual Mining deal making and networking event – Mining Indaba. The event took place in Cape Town in February where the industry experts, mining corporates and business executives come together under one roof for pertinent discussion surrounding African mining.
With a high percentage of attendees arriving through Cape Town International, the firm commissioned Airport Ads® to install KPMG’s Mining Indaba specific campaign at the airport. In order to heighten awareness of the campaign, Airport Ads® installed the first ever Airport Advertising LED lit, static 22,5m X 2,3m campaign in the high-impact arrivals corridor.
“This was a challenging installation from a technical perspective. Multiple forms of media were required in order to attain the desired final product, including vinyl, chromadek and fabric. The biggest challenges came in aligning creative printed on vinyl and fabric and ensuring the LEDs shone through correctly. Innovative solutions and attention to detail ensured that we delivered on the clients’ expectations,” notes Mzukisi Deliwe, spokesperson for Airport Ads®.
In today’s cluttered and fragmented media environment, it is critical for brand messaging to rise above and make a bold statement. Advertising in airports is ideally placed for this, delivering high recall and engagement in a pin-point targeted manner. In the case of business travellers, this is particularly the case since they are in a ‘business frame of mind’, and thus open and receptive to broad business brand messaging. Particularly when exposed to communications campaigns upon arrival at destination.
“Out-of-Home provides for highly targeted, effective and value for money advertising campaigns, and this is highlighted in the airports environment. In order to be effective however, it is necessary to deliver campaigns that stand out. We work in conjunction with brands in order to ensure a creative solution specifically designed for both client and environment is achieved, as was the case with the KPMG campaign,” concludes Deliwe.
Airport Ads® offers advertisers integrated marketing solutions at 13 regional and international airports. For more information on how Airport Ads® can take your brand to new heights, contact firstname.lastname@example.org or call 0861 776 826. Follow us on Twitter @AirportAds_ or go to www.provantage.co.za/airport-ads for more detail.
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