Frankfurt a. M., 17.07.2019. Media Frankfurt, the exclusive marketer of advertising space at Frankfurt Airport, is relying on an innovative 360-degree marketing approach along the entire customer journey. Besides Media Frankfurt and Frankfurt Retail, Fraport AG itself and the duty-free shops of Heinemann are involved. The Swiss cosmetics specialist La Prairie was the first customer to book the new omnichannel package at Frankfurt Airport.
360-degree mix of OOH advertising space, PoS promotion and online marketing
As part of the La Prairie campaign from the end of January to the end of March 2019, a tailor-made, cross-media network of digital and analogue advertising spaces with PoS links and individual approaches via online channels ensured that passengers and visitors were addressed without gaps. In addition to digital advertising in Terminal B, the concept also included a promotion area in Transit Area B and additional promotion points in the duty-free shops. La Prairie products were also advertised in the Fraport eBoutique as well as on the website, in the app and in the online shop. Advertisements were also placed in the duty free shop newsletter, with reference to the Heinemann web shop. The brand thus reached passengers even before they had started their journey at Frankfurt Airport. "The approach that we are pursuing with our Omnichannel package has never been seen before in airport marketing. It is the most comprehensive and holistic in the OOH sector," says Martin Korosec, Managing Director at Media Frankfurt.
Accompanying market research: Omnichannel approach ensures high impact
To measure the advertising impact, an on-site survey was conducted on the basis of four indicators: Improvement of the brand image, increased purchase intention and willingness to recommend the product to others as well as sales growth. By addressing customers through various channels, a significant improvement in the brand image and, above all, in the willingness to buy and recommend was identified. The strategically placed promo areas and the attention-grabbing, appealing and exclusive design alone already showed a very good advertising effect. But also the motifs on the digital advertising spaces on the way from the security check to the promotion point were very well perceived. Further proof of the campaign's success is an increase in sales of La Prairie in the duty-free shops at the airport. In Terminal B, sales rose by 72 percent over the same period last year, while general brand sales increased by 16 percent.
"For La Prairie, we have for the first time developed a holistic campaign that includes all advertising companies at Frankfurt Airport without exception and which has generated a demonstrably high impact on the brand," says Martin Korosec, Managing Director at Media Frankfurt. "The campaign clearly shows what is already possible today along the entire customer journey. We will therefore continue to consistently promote the holistic approach in our portfolio, because the options in the omnichannel cosmos are extremely diverse".
About Media Frankfurt
Media Frankfurt GmbH is the exclusive marketer of advertising space at Frankfurt Airport. Founded in 1971, the Fraport subsidiary has developed into Germany's market leader and number one advertising platform in the aviation sector. Through the participation of JCDecaux - marketer of over 200 airports worldwide - Media Frankfurt is the innovation hub for Digital Out of Home. More than 2,000 advertising media inside and outside the terminals reach almost 70 million mainly international passengers every year at Europe's third largest hub. Whether analogue, digital, POS and promotion or mobile - Media Frankfurt's omnichannel portfolio enables effective brand staging and cross-media, highly networked campaign management along the customer journey. Further information is available at www.media-frankfurt.de.
Image rights: Media Frankfurt GmbH