Three questions for Olaf Jürgens on the marketing cooperation between Media Frankfurt and Hamburg Airport
After working in the consumer goods industry, radio marketing and the agency scene, Olaf Jürgens has been Head of Airport Media at Hamburg Airport since 2005 and, in this role, is responsible with his team for marketing advertising space.
What makes the Hamburg Metropolitan Region so attractive for travellers this year?
The Hanseatic city is one of the most popular travel destinations in Germany. Last year again, numerous visitors enjoyed the diversity between the Alster and the Elbe. The number of overnight stays in 2022 was around 14.7 million. This means that after a drop in overnight guest stays as a result of the Corona pandemic, Hamburg was able to record a significant recovery in tourist activity. This year, Hamburg will once again be a hotspot for people from all parts of the world. In addition to a maritime feeling, a pulsating big-city atmosphere and cultural flair, visitors to the Hanseatic city can expect numerous events. The Hafengeburtstag, a variety of musicals such as Harry Potter or The Lion King, the Online Marketing Rockstars (OMR), the Wacken Open Air Festival, the Harley Days and the Cruise Days, to name but a few. Another highlight is UEFA's final draw for the 2024 European Football Championship on 2 December, which will take place at the Elbphilharmonie.
What are the reasons why Hamburg Airport is an attractive advertising location to travellers to and from Hamburg?
Whether sports, music or business, numerous guests arrive by plane and spend an average of 116 minutes at Hamburg Airport. Hamburg Airport is on the rise again in 2023. In the current year, 13.8 million passengers are expected. Compared to 2022, this is an increase of around 24 percent. The airport offers advertisers numerous options to address their target groups. From the popular megaposter at multi-storey car park 1, which was enlarged to an area of over 300 square metres at the start of the year, to attractive campaign areas and prominently placed video walls. By the way: At Hamburg Airport, all advertising installations are powered by regenerative energy sources. So you can be sure that your advertising is not only effective, but also environmentally friendly.
Do you have a personal (advertising) favourite?
In fact, there are two of them. The Welcome-Walk was launched just over a year ago. This is a network consisting of 38 monitors of 56 inches each. The monitors are prominently positioned in the central baggage claim area. Thus, all arriving passengers are reached and a high dwell time is guaranteed. Those who want to see travellers off from Hamburg literally cannot get past the Plaza-Window. This is an LED video wall in 16:9 format and a size of around 4 x 2 metres. The advertising medium is positioned directly after the central security checkpoint and reaches 100 percent of departing passengers. The Plaza-Window can be perfectly combined with the exhibition space below. And now the best for the end: Despite drastically increased inflation, we have kept our prices largely stable.