Britain’s major airport terminals are already home to some of the nation’s highest-profile digital out-of-home installations – but the latest part of the air traveller’s journey to be given a media makeover is the hitherto unglamorous shuttle bus.
Outdoor advertising firm Wildstone Airports and OmniServ have partnered to provide a potentially immersive range of advertising and branding opportunities on the 26 inter-terminal buses that OmniServ operates at London Heathrow, including not only digital screens and seat-back tablets but also wraps, furnishings, flooring, and even uniformed staff and product sampling.
“The new advertising format lends itself to British brands looking to showcase the idea of ‘connecting people’ or international brands looking to reach a multicultural audience,” the companies suggested.
With the buses carrying around 8.5m people per year, the partnership opens the door for “new revenue generation for the airport by expanding into operational service channels that were previously untapped”, said Ernie Patterson, OmniServ’s chairman.
“This marks another step to ensuring all key touchpoints in the customer’s connection journey at Heathrow provide a quality, enhancing experience.”
Added Paula Oliver, managing director at Wildstone Airports: “We love the interactivity which is possible within these buses, but we are also really excited about the exterior vinyl wrap, which will provide a brand with huge advertising canvases, constantly in motion around the airport.”
Originally posted Screen Media Mag 25 October 2015