Airport advertising takes off with growing traffic

Air travel in the country has seen some exponential growth since day flights resumed on May 25th, going by the passenger traffic data shared by Airport authorities. 

From 29,000 passengers, the number has grown to 2.25 lakh passengers right before Diwali. It appears that travelers are showing greater confidence in flying.

In Mumbai airport for example, passenger traffic grew by almost 45% in October as compared to the previous month. As per the ‘Restart Feedback Survey’ conducted by Chhatrapati Shivaji Maharaj International Airport, 99.6% found air travel to be the most reliable mode of transport in the current pandemic. The study further divulges that passengers are happy with the safety measures undertaken by the airport and are even ready to fly twice a month.

Also, a recent passenger survey by Vistara indicates increased passenger confidence since the first survey in June 2020; it claims two out of every three customers think flying is the safest mode of travel. Travel booking websites have also observed a surge in advance bookings ahead of festivities. 

While addressing the Deccan Dialogue event organized by the Indian School of Business recently, Minister of Civil Aviation, Hardeep Singh Puri said, “I am confident that by December 31, or soon thereafter (a week or two into January) we will return to pre-COVID levels.” 

Pradeep Singh Kharola, the Civil Aviation Secretary, also expects domestic travel to touch 80% of pre-COVID levels in the coming months and see a complete revival by the summer holidays.

Buzz back in Mumbai airport

The increased passenger confidence combined with the festival season has seen more brands bouncing back to spend on airport advertising. Runway Restart 2.0 indeed brings back the opportunity to brands who have always leveraged airport advertising to reach their premium NCCS-A audiences .

A recent example is that of ŠKODA Auto, which recently launched their all-new Superb & Karoq at the Mumbai Airport in association with Times OOH, The Max, and PHD Media. The brand created a stunning, immersive experiential display to grab the attention of travelers. 

“As we are launching a series of new cars in 2020 and 2021, airport displays are a great way to showcase them to the prospects and generate enquiries. With Unlock 5.0 and increase in the number of passengers following the reinstatement of premium and business travelers at Mumbai airport, it was a strategic call for us to have our presence at Mumbai airport to showcase our products,”  says Tarun Jha, Head of Marketing - ŠKODA Auto India.

Indeed with the growing emphasis on hygiene and touchless technology, Mumbai airport is drawing in more brands. Somany Ceramics Limited, for example, also chose Mumbai Airport to target the niche segment of fliers and promote their Germ Shield Tiles powered by Germ Shield Technology.

The DOOH draw

DOOH is further fueling audience interest at the airport, when supported by relevant content.  For example, Times OOH, which handles media rights for Mumbai airport, offered real-time cricket updates on digital screens installed at the Mumbai and Indore Airports. In partnership with brands like Delta Faucet, Elica, MCX, and NCDEX, these screens showcased real-time score updates, team standings and upcoming matches, thus elevating brand presence in the eyes of cricket-loving travelers.

Also, in a first, Tamil Nadu Tourism in association with Times OOH, has brought its famed temples and picturesque tourist destinations to the screens of India’s major airports. With travel and tourism gaining momentum, the state tourism department has taken to airports to target the growing leisure air-travelers across the country.

Well, if these indications are anything to go by, then the cloud of uncertainty over airport advertising is certainly clearing and the media can take off once again in a big way.