A keen advocate of airport advertising, Vodafone is the only client to have a constant presence on digital screens across UK airports - all year round. This campaign, managed and implemented by PSI, demonstrates unequalled use of digital inventory, and typically includes a range of groundbreaking applications, timed to coincide with different events and initiatives throughout the calendar.
During 2009, the screens were used for a range of purposes: to promote Vodafone’s Roaming campaigns in the Summer, using proximity to WH Smith stores for the UK; switching to the core business message to a consumer target audience for International users in the autumn; deploying 14 different creative executions for the main Summer campaign; driving text traffic by incorporating text numbers within creative to deliver additional data direct to handsets; establishing a media first with live sports updates (for the Monaco F1 Grand Prix and the UEFA Champions League Final) added on a real time dynamic basis across a nationwide network of 550 screens in 7 airports, thereby achieving a unique level of passenger interactivity and engagement.
Vodafone have recognised the value of this tactical use of digital airport advertising and will continue to do so throughout 2010, having renewed their commitment to the medium for a further year.
