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Issue link: http://airportbusiness.epubxp.com/i/643578
INDUSTRY INSIDER 40 airportbusiness February/March 2016 WHAT WERE YOUR PRIMARY OBJEC- TIVES WITH THESE PROJECTS? We had several. First and foremost, we wanted to enhance the passenger experience. We will be putting very easy-to-locate flight information right where they need that information. The Concourse A and Concourse C flight information will be specific to the concourse. Passengers will not be able to miss this sig- nage; they are going to be large scale; these walls are 40 foot wide by 14 feet tall. They are located in the center of the ticket lobby. When passengers are checking in and trying to get to the check point, they will be able to identify what concourse they are suppose to be at. The information is right there, so their experience is greatly enhanced. This signage will also provide a platform for very effective advertising in that location. You get 100 percent exposure in a large digi- tal format that is seen by all of the passengers coming through the terminal. It is effective advertising for third parties. There is also a signif- icant amount of time in the video loop that can be utilized for other types of promotional messaging. We can promote airlines, concept concessions and parking. We can do com- munity messaging. All of this can be put up on this display. WHAT KIND OF ROI CAN AN AIRPORT EXPECT IN TERMS OF ADVERTIS- ING WITH THIS TYPE OF PROJECT? In our case, we expect these signs to cost between $1.4 and $1.5 million total. We have a budget of $1.9 million. We expect to come in way below ON ROI AND ROO OF DIGITAL SIGNAGE … We expect to have the signs paid for within several years. With the signs having a life expectancy of 10 years, it provides us with a solid ROI and a significant profit off them as well. ON PLACES TO PUT SIGNS … Baggage claim devices are valuable advertising locations because passengers who have checked their bags will be dwelling in front of baggage claim for a certain amount of time. That creates value because you get messaging in front of passengers where they are going to dwell. ON THE SIZE OF THE SIGNS … It also helps to have standard- sized signs available so that someone, who has created content or a message that might display at a local mall or an entertainment facility, can use that same message in the terminal without reformatting or redesigning. { After { Before www.aviationpros.com/10017751