Bristol Airport in the southwest of the UK has completed the installation of a new digital wall for displaying advertising and creative content as part of an ongoing £24m (US$32m) development program.
Measuring 14 x 2.5m (45 x 8.2ft), the display has been seamlessly integrated into the terminal to create a bright digital platform capable of engaging passengers as they continue on their journey.
The digital wall was installed as part of a joint-venture project between LED screen provider Infiled EM International and digital-out-of-home (OOH) content specialist Visualab Media. The screen is the largest front service sub 2.5mm (0.1in) screen to exist in the UK and utilizes approximately five million pixels.
Unlike most digital airport displays, which are used primarily for advertising purposes, the digital wall is said to be more of a creative canvas, using cleverly designed content to give viewers a sense of their current location while also connecting them with their next destination.
The content has been split into six categories including sense of place, destinations, amazing journeys, brand template, advertising and theatre. Using the playful flight of a paper airplane to mimic childhood, passengers are transported through various iconic locations in the southwest of England while a spin-off from Bristol Airport’s tagline ‘Amazing Journeys Start Here’, is used to connect passengers with members of the local community.
Matt Cole, founder of Visualab Media, said, “This was a great project that with the airport’s support meant we could really make it all about the passenger experience, while enhancing the Bristol Airport brand. We wanted to incorporate a strong sense of local community by creating a unique campaign showcasing local individuals on their life journey – such as gymnast Claudia Fragapane and up-and-coming artist Dan Parry Jones.”
Robert Sinclair, CEO of Bristol Airport, said, “This was part of a brand journey where we really start to merge the physical world with the digital world. It’s a massive focal point, beautifully integrated into its environment. I had very high expectations, and I am very happy to say that the outcome has surpassed those expectations.”
