Airport advertising, in general, offers a unique marketing communications opportunity. Dublin Airport, in particular, offers a wide range of media formats in both terminals.
Dublin Airport is one of the fastest growing airports in Europe, facilitating 2,062 flights per week with 33 airlines, with Dublin to London being the second busiest air route in the world. To put this into perspective, Dublin Airport welcomes the equivalent of a full Croke Park every day. Terminal 1 welcomes 53% of total passengers. Terminal 2 welcomes 47%. 25 million passengers are expected to pass through this year and by 2020 it is projected that this will have reached 30 million. So the big question for brands is who is passing through?
53% of passengers are between the ages of 25 and 49 years. What is more, 75% are ABC1s which means they are decision-makers with purchase power and brand-conscious, high spending consumers. 17% are travelling for business reasons, with 19% passing through for their main holiday. The gender split is fairly even; 48% of passengers are male, 52% are female. Aside from all of those jetting off to or arriving from around the globe, it is worth bearing in mind that there are 16,000 people who work to support the airport (the size of a small city!)
A high dwell time is an obvious reason to advertise in the airport. We have all experienced the temptation to treat ourselves upon feeling that pre-holiday buzz or to buy a few last minute bits that we forgot to pack in the rush! The average dwell time is over two hours – this is a huge opportunity for brands to speak to people while they wait. There is also flexibility to advertise solely in arrivals or departures. Brands can be part of a positive welcoming homecoming experience or the start of a new, exciting journey.
Dublin Airport has a wide range of formats, including 62 superb quality 70” screen Aerpods. These are placed in 56 locations across both Terminal 1 and 2 and are displayed 24 hours a day. Not only are the Aerpods situated along an engineered pedestrian flow, but the digital nature of these means that they allow for huge creativity and flexibility; whether that is taken advantage of through the use of time sensitive content or interactive messaging – the possibilities are endless! This is just one example of how Dublin airport is embracing the current digital revolution. In addition, the airport has the fastest WiFi download speeds of any in Europe. It may also come as no surprise that it is the most checked in Facebook location in Ireland. (We’re all guilty of bragging about jetting off on that sun holiday or cheeky weekend getaway!) Dublin Airport also has the fifth largest airport Twitter Feed in the world with a whopping 123,000 followers.
So what do passengers think of airport advertising? The general consensus is that people enjoy it and trust brands advertising in the airport – 81% agree that advertising at Dublin Airport is appropriate, 75% agree that it is by trustworthy brands. 70% of passengers find advertising memorable and 85% are open to finding out about new products and services. A massive 92% believe that advertising at airports increases brand status.
These are undoubtedly positive numbers for brands contemplating advertising in this environment. So the only question is – is there an opportunity here for your brand to connect with their target audience to deliver a creative, high impact campaign?Tags: advertising, Aerpods, Airport, DAA, Ireland, media, Starcom