Advertising is Reported to Cure the Common Cold

Author: 
Paul Bowers
Published in: 
September-October
2008

Paul Bowers, Publisher: Airport Improvement Magazine

Well, we may not go that far; but it has recently been reported that Atlanta's Hartsfield-Jackson International Airport may soon be swapping advertising where art is now displayed. Why, you may ask? Money. Art is taking up prime real estate that could be used to help generate much-needed revenue.

Makes sense to me. My only response would be, "What took so long?"

Like it or not, advertising has been paying the bills for a long time. From the Nike swoosh on sports teams' clothing to the corporate logos at major league ballparks, advertising has been a way of life, and money, that supplements other sources of revenue.

We've had examples of advertising in our own industry for years. How long have billboards been in airport walkways? A couple of firms make their living selling advertising for airports. Advertisers have also been prominently displayed in airport publications and as sponsors of association events. Advertising is nothing new here.

The firms buying the advertising obviously wouldn't be shelling out millions of dollars if they didn't see value in these investments. Consumers have validated these investments by purchasing the products and services being advertised.

The whole advertising equation is not a matter of black and white, but of degrees. If consumers in our free market system find value to marketing messages attached to a boarding bridge, boarding pass, security bin or even the name of an airport, why should we turn a deaf ear to it? The challenge is in the degree - adding value by creating advertising that works for both the seller and purchaser. Prudent airport managers are always on the lookout for areas that have the right ingredients advertisers find so valuable.

We have all become used to the world of commercialism as it relates to marketing messages and media. If there is an airport passenger audience that responds and purchases products, why would we turn them away by not providing them the information they seek through advertising messages?

The evolutionary journey of airport management and operations travels through the lucrative financial benefits of marketing and advertising. Embrace it; it makes our futures brighter.

Subcategory: 
Publisher's Column

FREE Webinars

Leveraging Technology Throughout the Airport SMS Lifecycle

AGATI

RECORDED: Thursday, September 7th, 2017 at 11:00 am EDT

Most airport layouts were designed when passengers played cards while waiting for a flight because an onboard meal was an expectation and the very idea of a smartphone would have been laughable.

What was once a mess of beam seating everywhere now has a multi-function use: part lounge, part cafe, part office and a wealth of amenities. New uses of spaces as well as new types of furniture are finding their way into the airport because today's passenger is really focused on getting to point B rather than the journey itself. Airport design and furniture elements have a stronger impact on the passenger experience than one may realize. There's the comfort. The durability. The usability.

Matt Dubbe from Mead and Hunt and Joe Agati from Agati Furniture will tackle these questions and others in: Airport Interiors are Experiencing Massive Change: What You Need to Know.

View an archived version of this session in its entirety: 

View full webinar:  Airport Interiors: What You Need to Know - (Flash)
View full webinar:  Airport Interiors: What You Need to Know - (MP4 video)
Listen as Podcast:  Airport Interiors: What You Need to Know - (podcast)

Featured Video




# # #
 

# # #