If you enjoy collecting model airplanes and setting up those miniatures on your desk, this is something you’d want to see. To commemorate Kingfisher’s first international flight to London recently, the company has placed a 35-feet replica of the Airbus A340 at the swanky Bengaluru International Airport (BIA).The replica is positioned beautifully in takeoff position, with its nose pointing towards the sky. It has been placed just before the terminal building and is garnering eyeballs with its sheer scale and impact.This is the first time a scaled down version replica of an aircraft has been put up at an Indian airport, and probably, only the second at any airport worldwide. This replica will be in place for three years.
JCDecaux, one of the world leaders in outdoor media, is BIAL’s advertising concessionaire that builds and manages all media space throughout the airport. This innovation too has been done by the company and is in line with the innovations executed at JCDecaux Airports worldwide. The innovation has already created a buzz and has set an example of sorts.The Bengaluru Airport is clearly becoming an innovation destination, for national as well as global brands. One of these was the six meter high replica of luxury brand, Louis Vuitton’s trunk, which was prominently placed at the airport’s curbside for three months.
Another innovation was that of the F1 car that was placed in the international departure section. Scotch whisky brand, Johnnie Walker, unveiled the Mercedes McLaren MP4 23 show car at the tax and duty free outlet, to mark the beginning of an F1 promotion. As part of the launch for the Corolla Altis, Toyota also created an innovative promotional display at the airport. The car has been placed on the curbside and is a major attraction for passengers and visitors. The design, impact and the visibility of the car is generating excitement and high footfalls to the venue. The promotion has established its set of admirers, going by the number of queries the brand has generated within a week of display.
Discussing how Bengaluru is focusing on innovations, Albert Brunner, CEO, BIA, says, “Innovations continue to be a focal aspect for BIA – to be able to create unique offerings that offer excitement to our passengers. Innovations not only enhance passenger tour experience, but also differentiate us as a key media destination to watch out for. Brands always look for opportunities to present themselves in a novel and an innovative manner. Today, if BIAL is able to offer this advantage to them, then they would definitely invest their time, resources and creative energy in conceptualising innovative promotions exclusive to Bengaluru airport as a destination.” Clearly, the airport has attracted premium international and local brands. Brunner explains, “An airport, as a destination by itself, clearly has definite advantages like presence of captive audience with high disposable incomes; uncluttered environment with increased dwell times; diverse demographics and an opportunity to reach out to an audience relevant to the brand, with minimal spillage. If an airport can supplement these advantages with media opportunities reflecting international standards; they then tend to become ideal media destinations for clients to showcase their brands effectively, in a premium quality environment.”Have the regulations affecting hoardings in Bengaluru contributed to more advertisers coming to the airport? Brunner clarifies, “By and large, destinations like airports and railway or bus stations are getting more popular with the advertisers, due to relatively higher return on investments these destinations now offer.”He also reveals that exciting innovations are definitely on the cards; and one would see many more of them at BIA in the coming months.
JCDecaux, one of the world leaders in outdoor media, is BIAL’s advertising concessionaire that builds and manages all media space throughout the airport. This innovation too has been done by the company and is in line with the innovations executed at JCDecaux Airports worldwide. The innovation has already created a buzz and has set an example of sorts.The Bengaluru Airport is clearly becoming an innovation destination, for national as well as global brands. One of these was the six meter high replica of luxury brand, Louis Vuitton’s trunk, which was prominently placed at the airport’s curbside for three months.
Another innovation was that of the F1 car that was placed in the international departure section. Scotch whisky brand, Johnnie Walker, unveiled the Mercedes McLaren MP4 23 show car at the tax and duty free outlet, to mark the beginning of an F1 promotion. As part of the launch for the Corolla Altis, Toyota also created an innovative promotional display at the airport. The car has been placed on the curbside and is a major attraction for passengers and visitors. The design, impact and the visibility of the car is generating excitement and high footfalls to the venue. The promotion has established its set of admirers, going by the number of queries the brand has generated within a week of display.
Discussing how Bengaluru is focusing on innovations, Albert Brunner, CEO, BIA, says, “Innovations continue to be a focal aspect for BIA – to be able to create unique offerings that offer excitement to our passengers. Innovations not only enhance passenger tour experience, but also differentiate us as a key media destination to watch out for. Brands always look for opportunities to present themselves in a novel and an innovative manner. Today, if BIAL is able to offer this advantage to them, then they would definitely invest their time, resources and creative energy in conceptualising innovative promotions exclusive to Bengaluru airport as a destination.” Clearly, the airport has attracted premium international and local brands. Brunner explains, “An airport, as a destination by itself, clearly has definite advantages like presence of captive audience with high disposable incomes; uncluttered environment with increased dwell times; diverse demographics and an opportunity to reach out to an audience relevant to the brand, with minimal spillage. If an airport can supplement these advantages with media opportunities reflecting international standards; they then tend to become ideal media destinations for clients to showcase their brands effectively, in a premium quality environment.”Have the regulations affecting hoardings in Bengaluru contributed to more advertisers coming to the airport? Brunner clarifies, “By and large, destinations like airports and railway or bus stations are getting more popular with the advertisers, due to relatively higher return on investments these destinations now offer.”He also reveals that exciting innovations are definitely on the cards; and one would see many more of them at BIA in the coming months.
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