Take-off approaching
Airport Advertising: The Airport Media (IAM) initiative was founded in Munich. Unique in Zurich-Kloten is also involved. A print publication, a website, and an Airport Award are already in the works.
Airport advertising The Airport Media Initiative (IAM) was founded in Munich. Unique in Zurich-Kloten is also involved. A print product, website and an airport award are already planned. As already reported in WW 38 on October 26, the aim of the new grouping is to reposition the generic marketing of airport advertising. A total of thirteen airports in Germany, Austria and Switzerland have joined forces in the new IAM. "Airport advertising is a highly attractive and contemporary medium," explains Jens Hassler, designated IAM spokesperson and Head of Marketing at Munich Airport. It enables optimal target group selection, which means that the airport can differentiate precisely between package tourists and private and business travelers. The thirteen IAM airports record almost 200 million passengers per year.
The Airport Media initiative aims to draw attention to this sought-after target group through joint marketing activities. Hassler: "Our aim is to achieve a better positioning compared to other media types." The IAM's first joint campaign is a print product that will be produced in spring. In the fall, the initiative will present a joint Airport Award for the best advertising for the first time. An internal working group is already dealing with the topics of data networks and cooperation with trade associations. Preparations for a website are also in full swing.
Standardized formatsIn its founding declaration, the IAM emphasizes that each airport will remain independent in its marketing for the time being. However, it can be assumed that relevant internal areas at the individual airports will be jointly marketed in the medium term.
At the heart of this are the backlit CLP showcases in the standard European 4/1 format of 1.75 x 3.6 meters. This format standardization will provide a lucrative and international display area for brand campaigns. The target group of business travelers is coveted by every brand in the high-price segment, as it has high and exclusive purchasing power.
Peter Ehm
The Airport Media initiative aims to draw attention to this sought-after target group through joint marketing activities. Hassler: "Our aim is to achieve a better positioning compared to other media types." The IAM's first joint campaign is a print product that will be produced in spring. In the fall, the initiative will present a joint Airport Award for the best advertising for the first time. An internal working group is already dealing with the topics of data networks and cooperation with trade associations. Preparations for a website are also in full swing.
Standardized formatsIn its founding declaration, the IAM emphasizes that each airport will remain independent in its marketing for the time being. However, it can be assumed that relevant internal areas at the individual airports will be jointly marketed in the medium term.
At the heart of this are the backlit CLP showcases in the standard European 4/1 format of 1.75 x 3.6 meters. This format standardization will provide a lucrative and international display area for brand campaigns. The target group of business travelers is coveted by every brand in the high-price segment, as it has high and exclusive purchasing power.
Peter Ehm
