The giant analogue billboard on the approach road to Terminal 1 was digitalised with the very latest LED technology at the beginning of the month. Samsung, the first client, is taking advantage of its enormous reach for a long-term campaign.
Frankfurt am Main, 23 June 2022. Media Frankfurt, the marketing agency of Frankfurt Airport – the biggest hub in Germany and one of Europe’s leading airports – surprised passengers with a new, large-scale digital billboard. Following a two-month modernisation phase, the previously analogue Welcome Portal has now been transformed into the Digital Welcome Portal. This high-performance XXL advertising medium has been in operation since 1 June.
Installed above the main approach road to Terminal 1 in 2011, the 29-metre-wide gateway spans the road at a height of 14 metres and offers an impressive advertising reach. It welcomes not only meeters and greeters and car-park users but also passengers departing from the airport.
The original housing of the two displays to the right and left of the road has been retained. However, the twin displays, each of which measures 6 time 4.70 metres, have now been up-dated with future-oriented LED technology and a brilliant pixel pitch of 3.9 mm.
The Digital Welcome Portal is the ideal setting for striking image campaigns and has a special status in Frankfurt: DOOH advertising on an outdoor medium is – due to specific regulations within the city limits – currently only to be seen at Frankfurt Airport.
The modernisation of one of the most visible outdoor media represents a further milestone in Media Frankfurt’s digitalisation strategy with half of the agency’s portfolio having already been digitalised. At present, Terminal 1 is being upgraded with attention-grabbing digital formats. Terminal 3, which is scheduled to open in 2026, will be distinguished by the sole use of digital advertising media. Without exception, all formats can be booked programmatically.
In view of the exceptional reach offered by the Digital Welcome Portal, Samsung, the first advertising client for the new medium, has booked it on an exclusive basis for a long-term campaign. “Digital advertising is growing rapidly, and we are growing with it”, says Media Frankfurt CEO Martin Korosec. “And, with the opportunities opened up to us by the recent addition of programmatic booking, we are currently experiencing a veritable run on our digital portfolio.”
The conversion was carried out by Cologne-based systems integrator Ben Hur. Tina Ewald and Stefan Decker oversaw the project at Media Frankfurt. “With the modernisation of the Welcome Portal, we have fully equipped another medium with the newest, state-of-the-art technology. This also includes, for example, innovative fire-protection technology with the world’s smallest fire-extinguishers”, says Tina Ewald. “With all of these measures, we have ensured that one of our most popular XXL advertising medium is in top form for the future.”
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 1,500 advertising media inside and outside the terminals reach several million mainly international passengers every year at one of the three biggest hubs in Europe. 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.
Tel. +49 89-530797-13