Runway Restart -- Airport Advertising back on track: Times OOH
With the lockdown phasing out, the OOH agency says its time again for advertisers to regain the attention of the premium audiences of the country
140 days since the lockdown started and we are inching forward towards the unlock mode and so does the lifeline of travel, our airports that restarted after a gap of almost 2 months in the last week of May. The Runway restart is a key moment for the aviation industry and for brands for whom advertising at airports has been an ideal medium to reach the premium NCCS-A audiences of the country over the years.
Looking at a few examples that comes to us from down South, at Coimbatore and Trichy Airports Times OOH partnered with Naturals, a leading salon chain that sponsored hand sanitizers at the two airports thereby participating in a larger cause and seamlessly merging with the need of passengers and airport. The sanitizing units emphasize the importance of hand sanitization and reinstate safe travel practices.
For another such campaign from the Healthcare Industry by Dr. Vanchilingam Hospital at Trichy Airport, Dr. Sophia Somesh, MD says, “We chose airport advertising to reach out Indians residing overseas. OOH advertising has always helped in establishing ourselves as a hospital that comprises with state-of-the-art technology with all facilities available and we will continue to advertise in OOH medium in future.”
There are brands like Naturals which are innovating with unique opportunities like the hand sanitizer utility sponsorship, while there are others that are continuing where they stopped in the pre COVID times and now post COVID reaching to audiences who now have more dwell time at the airports.
Airport operations began countrywide from 25th of May as lockdown was eased and the sky is blue again. Till end of July, over 4.2 million domestic passengers took air travel in the Indian soil post travel restrictions were lifted alongside the International flights under the Vande Bharat Mission. These numbers continue to grow day on day as we inch towards normalization.
“Travelling in flight is the safest mode of travel when compared to others during a pandemic”, said AIIMS, New Delhi Director Dr Randeep Guleria.
Addressing a webinar titled ''Reposing the Faith in Flying'' hosted by GMR Group, Dr Guleria said, "If an asymptomatic person is seating next to you during a short flight and both the persons are wearing masks and face shields, there is less chance of spreading of virus. Travelling in flight is the safest mode of travel & the way airports and airlines are taking precaution during travel in a pandemic situation is commendable.”
Pandemic has introduced new perspectives and fueled consumers to change their behavior and lifestyle. Even travel behaviors are changing and we are witnessing various initiatives taken by the airport operators to ensure safety of the passengers. Some initiatives include mandatory web check-ins, reaching airports at least 2 hours before departure leading to even higher audience dwell times, going through thermal screening, maintaining social distancing norms via floor markers and marked seats, wearing face masks at all times and pasting PNR on bags by self.
As per Kantar Barometer research, 92% of consumers think brands should continue to advertise to be recognized. In another such research by Edelman research conducted in 12 nations including India, 63% consumers believed that brands will play a critical role in making their country fight the pandemic.
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