Clear Channel Airports (CCA) has been awarded a 10-year contract with Portland International Jetport (PWM), extending a partnership that began with the city in 1995. The new agreement will provide the latest digital out-of-home (OOH) technology to upgrade existing media.
For the first time, PWM’s media program will feature terminal-wide digital advertising offerings, making it more efficient for local, regional and national brands to engage with the airport’s passengers. The new network will include interactive LED video walls and a vertical digital LCD network.
Paul Bradbury, airport director at PWM, said, “As Maine’s largest and fastest growing airport, we take pride in our region and believe PWM must support a sense of place that is uniquely Portland and Maine. We’ll use this new media program as part of our vision for the future, which supports innovative approaches to meeting our customer and business partner needs.
“We’re confident the renewed partnership with Clear Channel Airports will enhance the ability of our advertising partners to reach our growing traveler base through the introduction of immersive new digital media.”
A recent Nielsen Study commissioned by CCA found that frequent flyers are highly responsive to airport media, with 80% of travelers noticing the ads and 42% taking action that includes visiting a website, going to a store or learning more about a product/brand/service.
More specifically, airport campaigns are a significant driver of footfall, with 84% of frequent fliers likely to visit a restaurant, 50% likely to visit a clothing/accessories/jewelry store, and 41% likely to visit a consumer electronics store.
Morten Gotterup, president at Clear Channel Airports, said, “The landscape of airports has evolved significantly from the transactional touch-and-go of departure and arrivals, to a desirable environment that demands first-class innovation.
“With annual passenger count on the rise, and PWM serving as a gateway to Maine, this is an essential location for advertisers to engage with consumers. And with this new media build out, we’ll curate an environment where brands can thrive even more, and one that consumers will love.”