AD's World wins ad rights for baggage trolleys across five airports

By afaqs! news bureau , afaqs!, New Delhi | In OOH News | March 06, 2009
The advertising cost on baggage trolleys is as low as Rs 50

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--vis other conventional OOH vehicles available at airports.

The baggage trolleys have three sides for ad display - the area inside the trolley basket and the front and back of the trolley. The advertising cost for a trolley starts as low as Rs 50 at the Raipur Airport, going up to Rs 100 per day at the Delhi Airport. For an additional cost, AD's World will also offer to create uniforms in the colours of the advertisers' brands for the staff that retrieves the trolleys.

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.

Ajay Dhawan, group CEO, AD's World tells afaqs!, " This OOH format will work in favour of advertisers in the time of economic slowdown. The airport is a place where people with high disposable incomes gather and this provides visibility to any brand. Pole kiosks in Delhi would cost approximately Rs 3,000 per month. In terms of reach, baggage trolleys are as good as pole kiosks. In fact, there have been cases where pole kiosks get covered, because of some branches of a tree or wiring hanging close to it. Baggage trolleys are constantly used and maintained, and therefore, provide an undistorted view of an advertisement."

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.

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