MarketPlace PHL, which operates the concessions program at Philadelphia International Airport (PHL), has installed a new digital display network from Watchfire to modernize how it communicates with passengers.
Installed in partnership with City Sign Service Inc., the project comprises six high-resolution indoor LED displays spanning approximately 258 linear feet across the airport’s B/C and D/E Connectors – busy gathering areas that link passengers to food courts, retail and other amenities.
The network is managed through Watchfire’s Ignite OPx cloud-based content management platform, enabling MarketPlace PHL to update messaging across multiple locations from a single system, either scheduling content in advance or posting updates in real time.
“Our vision was to create communications that were as dynamic as the airport itself,” said Dana Krawchuk, marketing and guest experience manager for MarketPlace PHL. “Now we can update messaging in minutes, highlight merchants across a much larger area, support airport events, and keep information fresh, relevant and engaging for passengers.”
PHL is fully connected beyond its security checkpoints, enabling passengers to move between Terminals A and F without leaving the secure area. The displays are intended to introduce travelers to dining, shopping and other experiences throughout the airport, rather than only those near their departure gate.
The rollout comes during a busy year for Philadelphia, with America’s 250th anniversary, the FIFA World Cup and Major League Baseball’s All-Star festivities among the events the network will support alongside the concessions program’s regular events and experiential programming, including activities in the B/C Connector.
MarketPlace PHL spent nearly two years evaluating digital communications solutions before selecting Watchfire, weighing factors including image quality, cybersecurity, integrated hardware and software, content management, training and support, as well as the ability to expand the network over time.
“MarketPlace PHL had a clear vision for creating a more connected and engaging passenger experience,” said Jeff Carson, director of sales at City Sign Service Inc. “Watchfire’s technology and support gave our team the tools to bring that vision to life within a complex, continuously operating airport environment.”
MarketPlace PHL said it is evaluating opportunities to add further Watchfire displays in additional locations as it continues to develop its messaging strategy.
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