AD's World, a media specialist agency, recently won the rights for display of advertising on baggage trolleys of five airports - Delhi, Chennai, Jaipur, Ahmedabad and Raipur. The contract durations vary for the five airports, the longest being till 2011.
The average number of people visiting the five airports monthly are 20 lakh, 10 lakh, 4 lakh, 3 lakh and 1 lakh for Delhi, Chennai, Ahmedabad, Jaipur and Raipur, respectively.
AD's World is a 17-year-old media specialist agency in the area of OOH, event management, BTL activities and retail furniture. Their client list includes Canon, ING Vysya, Acer Computers, Bajaj Electrical, Thomas Cook and Vodafone. Headquartered in Delhi, the company has a workforce of 200 employees, with offices in Chandigarh, Mumbai, Pune, Cochin, Hyderabad, Bengaluru, Chennai and Kolkata.
As part of the contract, AD's World has branding rights for 7,000 trolleys across the five airports. Baggage trolleys are a cost-effective media for brands - not only are they used by 90 per cent of the travellers, but they are also a lower-cost advertising option vis-à-vis other conventional OOH vehicles available at airports.
Advertisers such as State Bank of India, Syndicate Bank, Oriental Insurance and New India Insurance are already onboard. Canon will start advertising on the trolleys at the Chennai Airport from next month.
The airport authorities at all the five airports will get a monthly license fee from AD's World that Dhawan refused to disclose. AD's World will also be responsible for the maintenance and retrieval of trolleys at the airports.