Passenger increase at Frankfurt Airport
In the summer season Frankfurt Airport is experiencing an increase of passengers. What does this mean for the airport advertising? What trends can be observed?
Frankfurt am Main 5th August 2021. Due to a successful vaccination campaign the number of vaccination certificates is constantly rising in the European Union and with growing security the world is gaining more mobility during the holiday season. Thanks to the general desire to travel the traffic at Frankfurt Airport is growing significantly. Since the start of June all terminals have been in operation again. None too late, for already in June passenger numbers at Frankfurt Airport rose sharply. They were 200 percent more than in June 2020 – a total of 1.78 million passengers. On top-capacity days no less than 80,000 travellers were counted. While the summer and holiday season has only just begun and regular business trips are only now starting up again.
In all areas of the airport, business is running again at high level. Media Frankfurt, the marketing arm of Fraport, is also noticing the significant revitalisation of airport life – many advertising customers are exploiting the post-pandemic optimism to showcase themselves in a high-profile way at one of Europe’s three most important transport hubs. “With the reopening of Terminal 2 in particular and the advertising spaces there, we have been able to throw open many doors to our regular customers, but to many a new customer as well”, says Peer Schmitz-Kuo, director of sales at Media Frankfurt. “In demand and sold out again – as in previous years – in particular are the “prime cuts” in Media Frankfurt’s portfolio: digital networks and large, emotional static displays, of the kind for example which Puma is occupying, featuring an impressive testimonial campaign.”
“A good time for advertising”, confirms Susanne Pfaff, head of marketing. For overall consumer confidence is rising and willingness to spend in Germany alone is at the highest since last summer, so says the latest monthly survey by the GfK. And confidence in the German economy is growing.
And that is no doubt why numerous industries have rediscovered the persuasive power of airport advertising: particularly from the FMCG and sport sectors companies are coming which, using tailor-made claims, are increasingly advertising at Frankfurt Airport in the face of the current travel fever. Gerolsteiner, Haribo and Ritter Sport are just some of the examples. Their optimism seems more than appropriate, since the airlines are increasingly booked up, many airlines’ fleets are already fully in the air and Eurowings Discover, the tourist subsidiary of Lufthansa, has now also started to fly from Frankfurt for the first time.
Surveys show an exploding desire to travel in the whole of Europe. According to an assessment by the European Travel Commission, 70 percent of all Europeans have concrete travel plans for the next six months; more than half intend to travel within Europe, as soon as they get their jab.
But it is not only the holidaymakers who are returning to Frankfurt Airport, but also increasingly the business travellers and passengers from overseas – both, from time immemorial, attractive target groups for advertising at Frankfurt Airport. “Global top management is already on the plane”, comments Peer Schmitz-Kuo. “Business travel has a lot of catching up to do. The decision makers increasingly want to speak with each other in person again – as long as the baseline is secure. And a trend of previous years is also back: many add a private holiday to their business trip.”
The anticipated upturn in business travellers and long-haul passengers are only two of the reasons why Media Frankfurt is expecting strong coverage levels at Frankfurt Airport in the autumn, too. “Frankfurt Airport is outstandingly positioned in the market”, confirms Susanne Pfaff, head of marketing. “Its central location in Europe is unique, which makes us one of the three most important international hubs in Europe. In addition, on an international comparison we are outstandingly well linked – the OAG Connectivity Index lists us world-wide at Number 2. At the same time we are just as strongly networked with the big, economically flourishing catchment area of the nearer Rhine-Main region. An environment, that is to say, which can play off its strengths in a highly modular way to a multiplicity of target groups. And not just at Frankfurt Airport, but via close collaborations with the airports in Stuttgart, Vienna and Hamburg.”
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.