Outdoor media company, Laqshya Media has been granted the rights for promotions at the eighth largest airport terminal of the world -- Delhi's IGI Airport Terminal 3.
The state-of-the-art terminal, which occupies an area of 5.4 million sq ft, began operations in July this year. It has the capacity of handling about 34 million passengers a year with its 168 check-in counters, 49 immigration desks, 78 aerobridges, 50 emigration desks, 97 travelators and hi-tech Cat III runway landing systems.
Experiential marketing, which allows consumers to touch and feel a brand, has become a key marketing tool in today's world. The new terminal houses a multitude of branded shops, food courts and open spaces, spread out strategically in a large expanse, which are, naturally, confluence points for passengers. Therefore, these locations ensure high visibility for brands and would be suitable to host a diverse range of promotions, such as automobile displays, live shows, product demonstrations, holographic and laser lighting along with audio or specially created studios for high-end acoustic and visual demonstrations.
Alok Jalan, managing director, Laqshya Media, says, "As the new terminal marks India's emerging aviation and logistics hub, Delhi International Airport Limited (DIAL) is keen to provide the best possible services and facilities to its customers. I am sure we, at Laqshya Airport Media, will stand together with DIAL to achieve that objective, by raising the bar on quality and technology in experiential marketing and giving it a new meaning."
The marketing campaigns will primarily target business travellers and professionals by engaging them at a time and place where they have the time to truly experience the product.
Sen further says, "We will introduce a unique, premium, experiential marketing platform with a strong interactive component. Our experiential marketing and sponsorship programmes combine unique elements of sight, sound and touch, in order to create positive and lasting brand experiences for consumers."
For the record, Laqshya Media currently also owns exclusive advertising rights at Rajiv Gandhi International Airport (Hyderabad) and the Bandaranaike International Airport (Colombo, Sri Lanka).