NEW DELHI: In the midst of a major realignment of media and marketing properties within the GMR Hyderabad International Airport, Laqshya Airport Media which holds the exclusive advertising rights on media and marketing properties within the airport premises, has executed an eye-catching innovation for Gulf Oil on one of the most visible properties - baggage conveyer belt.
Laqshya Airport Media has branded some 6,000 rubber plates that make up the baggage belt. Shashi Sinha, associate VP, Laqshya Airport Media, told network2media that this innovation has been thought up as an initiative to draw maximum eyeballs of inbound travelers to the brand, which a property such as the baggage conveyer belt could facilitate.
Innovative concept, brilliant execution: This video demonstrates it all
Another video: This time the stand alone display seen in the back drop
The campaign will run for a period of one and a half months. To ensure that the displays retain their lustre throughout the campaign period, each rubber plate bearing a display was specially treated and laminated in a way that they withstand the extreme rough handling & abrasive nature of use. Sinha said this done with a view to retain the durability of the display and to be prepared for an extension of the campaign duration, should the client decide so. He also commended the operations team for executing the campaign, a tall order considering the sheer number of plates that were needed to be treated & made ready for this branding excercise.
Gulf Oil has reached out to all vehicle owners with its message 'Maximum Performance Always'. Interestingly, the different plates carry separate messages for owners of different car brands, such as, Maruti, Toyota, Honda, etc.
Besides this, standalones of Gulf Oil creatives have also been displayed at key locations including the platform circumscribed by the baggage belt. The standalone creative feature the Gulf Oil brand ambassadors - cricketers Yuvraj Singh, Brett Lee and S Sreesanth.
network2media had earlier reported that Laqshya Airport Media has created three kinds of advertising opportunities at the airport: 'Pre-Selected Campaign (PSC)', 'Spectacular' and 'Enhancers'. The PSC is a high frequency network available on multiple-media routes for time-bound brand communication which deliver in the range of 70-100 per cent traffic. The 'Spectacular' sites too are meant for response-based advertising and deliver 80-90 per cent traffic. The 'Enhancers', as the term suggests, is for enhancing brand presence, largely catering to corporate advertising at strategic locations.