USA. Clear Channel Airports (CCA) has unveiled a major digital advertising programme which has been integrated with the recently opened US$2.7 billion Terminal A at Newark Liberty International Airport.
A partnership with the Port Authority of New York and New Jersey (PANYNJ), the programme features nearly 6,000sq ft of state-of-the-art premium advertising media.
Brands based in New Jersey including Audible, Rutgers University and Atlantic Health System are the first advertisers to enter this new airport media space. They will reach millions of airport customers annually in leveraging the latest in digital and printed display technology.
An unmissable airport first: The 24-foot digital ‘umbrella’ screen, which can be clearly viewed from several angles
CCA noted that the approximately one million square feet terminal provides attractive advertising, sponsorship, brand partnerships and experiential opportunities for brands and businesses seeking to reach the travelling public.
The digital media programme showcases over 70 high-impact displays throughout the 33-gate terminal, including a 24-foot seamless digital ‘umbrella’ – a suspended, first-of-its-kind airport advertising screen hanging above the terminal’s largest concourse. Here, not only are airport guests able view the installation head-on in both directions, but the advertising is also viewable above as people walk under it.
Additionally, a network of 54 ultra-high-definition LCD screens, two 42-foot curved LED soffits and 16 dynamic digital columns light up Terminal A’s new interior.
This feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications, writes Martin Moodie. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt.
We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’.
Sight Lines restored. But as a column (for now) rather than an eZine.
Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect.
Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move.
Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer.
Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact.
We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space.
* Send us your Out of Home advertising and communications stories to [email protected]
CCA revealed that a 75-foot external head-on digital welcome display attached to the terminal’s new consolidated car rental facility will also be introduced to the advertising media options.
American online audiobook and podcast service Audible is among the first wave of advertisers to embrace the new Clear Channel Airports programme
As reported, the advertising programme forms part of CCA’s 12-year deal with PANYNJ to modernise the advertising opportunities at airports which also include New York John F. Kennedy International, New York LaGuardia and New York Stewart International.
Clear Channel Airports President Morten Gotterup said: “We are excited for passengers to finally be part of this highly anticipated advertising journey while travelling through the new Terminal A at Newark Airport. Our partnership with PANYNJ has allowed us to create an environment that revolutionises the airport experience for travellers from all around the world.”
He added: “Our media network brings to life the transformation we have envisioned with our partners over the last two years, and as a result we created a unique, immersive and opulent programme that will engage and inspire millions of people passing through the new magnificent terminal.”
Offering an advertising client viewpoint, Audible SVP Marketing & Media Ops Tom McKenna said: “As a company proudly headquartered in Newark, NJ, we are really excited to be part of the launch of the new Terminal A at Newark Airport.
Newark Liberty International Terminal A is the largest design-build project in New Jersey’s history
“Our work with Clear Channel Airports and the PANYNJ showcases Audible‘s audiobook, podcast and originals content on unique digital screens, elevator wraps, and large format displays. As millions of passengers travel this season, we’re excited for Audible to ignite their imaginations along the way.”
Note: The Moodie Davitt Report is the only international business media to cover all airport or other travel-related consumer services, revenue-generating and otherwise. Our reporting includes duty free and other retail, food & beverage, property, passenger lounges, art and culture, hotels, car parking, medical facilities, the Internet, advertising and related revenue streams.
Please send relevant material, including images, to Martin Moodie at [email protected] for instant, quality global coverage.
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