Premium airport ad space sees brands clamour to connect with both domestic and international passengers who are on the move for business and leisure.
Not surprisingly then, Posterscope Group's specialised airport advertising vertical 'PSI Advertising', launched eight months ago, has witnessed a fruitful first-half of 2011, handling about 12 airport-specific campaigns.
With PSI, the Posterscope Group, which operates in 25 countries, offers clients the platform for multi-country campaigns in international airports, as well. In India, PSI is headed by Vinay Goel, business director, Posterscope India.
Goel says, "Our focus towards airport advertising is primarily because the medium can target the consumer in the right environment, where we have high dwell time to engage. Secondly, airport as an ambience also brings in high quality, aesthetics and largeness."
Goel also shares the international example of the Diner's Club campaign that was launched in London and in the US, and was also taken to international airports like Dubai and Shanghai.
In the past eight months, PSI in India has also helped create a significant airport presence for brands like Philips, Kingfisher, Intel, Korea Tourism, Carrier-Toshiba, Nickelodeon, and Marathon Builders.
Haresh Nayak, managing director, Posterscope India, says, "PSI Advertising enhances our offerings with specialised airport solutions through our tools, and helps us take brands international, both at airports, as well as using traditional OOH."
For bringing in planning efficiency and accountability, PSI has an airport-specific tool-set called Prism Air tool, which enables clients with the best airport media plan.
PSI's work can be seen at more than 130 airports internationally, and campaigns at eight Indian airports, namely Mumbai, Delhi, Hyderabad, Amritsar, Chandigarh, Pune, and Kolkata.