Anticipating the 2010 rush at airports

Airports are high traffic zones and we predict traffic will increase exponentially as we approach 2010," says Dashni Naidu, marketing manager, Primedia Outdoor. "The Ericsson campaign is being exposed to more than 26 million travellers annually, guaranteeing a high return on investment for our client,"

"The success of our previous trolley campaign demonstrated that the airport environment is a venue well-suited to our brand," says Lungelwa Tyali, VP corporate communications, Ericsson.

Research shows that more than 15.8 million passengers pass through Johannesburg International Airport annually, and, on average, this is growing at a rate of 7%. Cape Town International Airport and Durban International Airport have 6.7 and 3.6 million transient passengers respectively, increasing at 9.3% and 7.7% respectively.

The three international airports offer travellers the use of over 7 500 trolleys on which Ericsson's advertising agency, Idea Engineers, created fresh, clean campaign graphics. The payoff line "Ericsson taking you forward" is prominent throughout.

"Trolley advertising is one of very few mediums you directly interact with," explains Mzi Deliwe, managing director, Indiza Media. "The trolleys are strategically placed in all areas of the airport and almost every passenger, whether local or international, will load their belongings onto a trolley as they move through the airport."

Concludes Tyali, "With 2010 around the corner, we want consumers to know we are thinking ahead and taking them forward. And what better place to do so than in airports where there's a hive of activity and we are able to target both holiday makers and business people through an impactful, highly noticeable delivery platform?"