Airport_Business_December2019-January2020 - 20

MARKETING
be looking to advertise on the way to a
conference and you can put a message
in front of those specific travelers."
When thinking about high-end
travelers, hard to reach leisure travelers
with a lot of dwell time between
f lights, Blechman said, "With the
destination targeting you can target
travelers within a terminal and say
check out this business or service that
might be right around the corner from
you within the same terminal. That's
driving awareness and foot traffic."
A ir por t s can a lso showca se
upcoming amenities or services, or
current ones within the venue, and
can show it on the user's device.
Reaching out to the millennials
is tricky, Blechman said. They're
inundated with media options, apps
and advertising.
"Let's say you have a tech brand
looking to show an app that they're
looking to drive users to. The
call to action could be for them to
download the app," Blechman said.
"An entertainment brand is looking
to break through and they're going

They've brought in new concessions
offerings, lots of local f lavors and f lare.
They are increasing their international
service," Elmore said.
Leslie Bensen, CEO, Departure
Media Advertising, helps airports
reach local, national and international
audiences with its techniques in
advertising. The company creates
displays that are distinctive to each
airport's aesthetics and introspective
of the town or city the airport is in,
distinguishing a feeling of local f lare.
Advertising By Utilizing
"We have a Honda engine display
Space in an Airport
in our Dayton, Ohio airport, because
Airports are an economic generator
they make those there," Bensen said.
for a local community. Elmore said "The program we run is really ref lective
and creates a sense of place and a source
they often think of airports as the
of pride in airport marketing."
f irst impression a person has of a
Bensen is involved with creative
community or the last experience a
community has upon their departure. enhancements to make airport displays
Making sure that both the arrivals and
represent a specific area but also grab
departures really ref lect that local f lare
the attention of every spectator.
is incredibly important.
"We don't buy cookie-cutter signs
"Tampa International Airport has
and hang them on the wall. We go the
just re-done their entire concessions
next step. We have more architectural
program. They are also in the middle
features than just an advertisement,"
of a capital improvement project. Bensen said. "We are brokers of the
space in airports and do a lot of design
work with the cases and displays that
we create."
A i r por t s do a lot of loca l
community engagement.
"A lot of times engagement will
happen around things that need
conversation in the community," Elmore
said. "Flight patterns that reach different
level of noise. Capital improvements and
construction that comes along with
maintaining an airport."
Passengers come to expect a higher
level of service when traveling. There
is a demand for local food, local retail
and demand for convenience.
"We monitor a lot of what airports
are doing in their marketing. We see
some really creative approaches and
dynamic campaigns that they have
developed over the years to help
position their airport within their
community. To help attract and retain
air service. Promote their concessions
and work on their parking efforts,"
Elmore said. 
to say, 'enjoy free Wi-Fi brought
to you by this streaming platform
and check out this episode or series
before or during your f light if you
can download it before your f light,'
that's a common message for those
entertainment brands."
Besides the platform being a great
revenue stream for airports, it is also
an import messaging platform that is
free of clutter and tailor focused to the
individual user.

PHOTO COURTESY OF BOINGO MEDIA

20 \ AIRPORTBUSINESS / DECEMBER 2019/JANUARY 2020
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