Why airport advertising makes an impact even before visitors arrive at the trade fair
The OMR in Hamburg, the Hannover Messe and the FIBO in Cologne serve very different industries and target audiences. Whilst the OMR brings together the digital economy, the Hannover Messe is an international hub for industry, automation and energy. The FIBO, on the other hand, addresses a specialised sector centred on fitness, health and performance.
Why the journey to the event is important in terms of communication
Despite these differences, there is one common point of contact: the airport. For many visitors, the event journey does not begin at the exhibition centre, but on the way there. It is precisely this phase that is of particular interest to brands. Travellers are not yet in ‘meeting mode’, but are already clearly focused on the purpose of their trip.
Airport advertising as a predictable way to reach trade fair target audiences
For advertisers and agencies, this presents a key communication opportunity. Airport advertising reaches target audiences in an international, high-visibility environment that is difficult to replicate in this form at other touchpoints. Particularly in trade fair and event settings, this early stage of engagement can help to strategically bring visibility forward.
Through the SkyConnect marketing network, such campaigns can be managed across multiple locations – centrally and from a single point of contact via Media Frankfurt, which acts as the sole marketing partner and point of contact. This includes the major German airports of Hamburg, Hanover and Cologne. This provides a centralised solution for brands that wish to reach relevant event audiences not just on arrival, but already during their journey.
What this means for advertisers and agencies
In terms of communication planning, this means that if you focus solely on having a presence at the event itself, you are leaving a valuable part of the customer journey untapped.
