Media specialist agency AD’s World, recently won the rights for the display of advertising on seven thousand baggage trolleys at five airports – Delhi, Chennai, Jaipur, Ahmedabad and Raipur.
The contract durations vary for the five airports, the longest being until 2011.
Advertisers such as State Bank of India, Syndicate Bank, Oriental Insurance, New India Insurance are already onboard. Canon will start advertising on the trolleys at the Chennai Airport from next month.
Ajay Dhawan, group CEO, AD’s World says, “This OOH format will work in favour of advertisers in the time of economic slowdown. The airport is a place where people with high disposable incomes gather and this provides visibility to any brand. Pole kiosks in Delhi would cost approximately Rs 3,000 per month. In terms of reach, baggage trolleys are as good as pole kiosks. In fact, there have been cases where pole kiosks get covered, because of some branches of a tree or wiring hanging close to it. Baggage trolleys are constantly used and maintained, and therefore, provide an undistorted view of an advertisement.”
Baggage trolleys are a cost-effective media for brands as they are used by 90 per cent of travelers and are also a lower-cost advertising option than the other conventional OOH vehicles available at airports.
AD’s World will be responsible for the maintenance and retrieval of trolleys at the airports. The airport authorities at all the five airports will get a monthly licence fee from AD’s World that Dhawan refused to disclose.