Tuesday 20 March 2018

AdLib: Airport campaign set for take-off

Dublin Airport has seen an extra 1.2 million passengers
Dublin Airport has seen an extra 1.2 million passengers
Maia Dunphy

Michael Cullen

Over 20 million passengers have passed through Dublin Airport so far this year, a rise of 6pc on the first eight months of 2016. The growth in passenger numbers means the airport has seen an extra 1.2 million passengers up until the end of August. Last year, Dublin Airport Authority (DAA) recorded almost 28 million passengers, which is welcome news for advertisers.

Now it plans to up the ante, by making Dublin Airport more attractive to brand owners by shifting the focus from just selling ads on its 340 or so digital and static sites to wooing consumers across other marketing activities, like sponsorships and activations. For Ronan O'Donoghue, DAA's head of brand partnerships and client relations, the sky's the limit as they build on extending 'a playground for brands'.

"We have a captive audience that's unique," O'Donoghue told AdLib. "On average, a passenger has a two-hour dwell time as they make their way through the airport. We're using data and consumer insights to provide smarter ads and will bring in new marketing activities to engage consumers." Three out of four Dublin Airport passengers are ABC1. One in five passengers fly for business reasons and the rest are holidaymakers.

Dublin Airport was voted one of the best 10 airports in the world in a recent report by travel website eDreams. Helsinki-Vantaa topped the poll, while Berlin Schönefeld was found to be the world's worst airport last year. The rankings were based on more than 65,000 passenger reviews and covered overall airport quality, waiting areas, shopping and restaurants.

In March, Dublin Airport was honoured with a global award for customer experience. Dublin won an Airports Council International (ACI) world airport service quality (ASQ) award for being the third-best airport in Europe for customer service last year - in a tie with Malta, Porto and Zurich airports.

With around 40 airlines now operating from Dublin, O'Donoghue says DAA is working with Schiphol in Amsterdam and London City Airport to extend digital ads through combined client deals across the three airports. They are also in discussions with other Irish media owners, who share a similar interest in targeting ABC1s and business execs.

O'Donoghue, who joined DAA in January, describes the promotional video Rothco produced as "an advertising theatre" that will spark a whole new mood for Dublin Airport. A proud Galway man, who's still excited after his country winning the All-Ireland hurling final, he's out on the road these days presenting to media agencies. He comes armed with virtual reality (VR) headsets highlighting what's now on offer at the airport. Next up will be PR and experiential agencies.


To mark the 50th anniversary of its famous baked beans slogan, Beanz Meanz Heinz, the US food brand teamed up with high-end London department store Selfridges in giving its iconic cans limited edition labels. Fifty different iterations of the catchphrase were rolled out on tins. They included Beanz Meanz Mumz, Beanz Meanz Eggz and Beanz Meanz Dinz.

Heinz Ireland has now signed up as official sponsor of the 30th MS Readathon. Schoolgoers are being urged to read and raise funds for Multiple Sclerosis Ireland. Point-of-sale material will be available in 300 stores around the country, with competitions to win Roald Dahl books.


 Independent production company Sideline is to make a new four-hour series called 'Revolting Ireland'. It's the first TV series to focus on the social history of public and democratic protest. The series, which will be broadcast on TV3 early next year, secured funds from the Broadcasting Authority of Ireland (BAI) and Section 481 film and TV tax credits.

Sideline founder and director Billy McGrath says that to ensure they get real-life stories and a balanced view of some of the most emotive political issues and causes, he's looking for feedback from activists involved in occupations, marches, sit-ins, pickets and street protests.


Diet Coke has launched limited-edition cans for an on-pack promotion. Consumers can win a €1,000 shopping spree every day for six weeks. The cans include fashion, beauty, music and travel images. The promotion, which runs until October 22, follows Diet Coke's 'Get the Gang Back Together' push fronted by TV personality Maia Dunphy (pictured).


PR and social media consultants in eight international markets have until September 26 to pitch for the Malta Tourism Authority (MTA) account. The contract runs for three years. MTA director Peter Vella said presentations for the business in Ireland will follow soon. The incumbent is Plunkett PR, run by Sharon Plunkett.


PS: DAA's Ronan O'Donoghue did some research into how long the escalator at Dublin Airport's Terminal 2 takes to ferry passengers to London departure gates and US pre-clearance. He claims it takes 47 seconds to descend, making it Ireland's longest escalator and a prime site for ads.

Michael Cullen is editor of Marketing.ie; cullen@marketing.ie

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