Airports are one of the biggest gateways of transportation, becoming huge aerodromes where people become Out-of-Home advertising opportunities to expand and provide brands’ platforms to deliver their message to arriving and outgoing travelers.
These premium transport hubs become not only a compound for hangars, runways, and control towers, but state of the art structures filled with restaurants, lounges, global and local brand stores lined with world-class architectural & interior designs defined by a host country’s culture and originality. With airports accommodating millions of people daily as an assurance of maximum viewing potential, it is not surprising to see billboards lined up from every road leading to an airport and billboards welcoming passengers. Not only it is limited to huge billboards but also a host for several advertising formats like lighted boxes, wall murals, advertising decals and vibrant LED screens.
In a recent report from sleepinginairports.net, two Philippine airports were listed as the best in Asia for 2019, Mactan-Cebu International Airport ranked 16 and Iloilo International Airport ranked 18. Sleepinginairports.net was established in 1996 which based their ratings on annual surveys of airport experiences based on services, facilities, comfort, food options, security and navigation, ease of access, cleanliness and sleepability. With tourist visits rising in Visayas, these airports including Bacolod – Silay Airport and Kalibo International Airport which have garnered a total of 13.4 million passengers last 2018 can surely provide a larger audience for airport billboards and increase advertising effectiveness.
The Department of Tourism Regions 6 and 7, namely Central and Western Visayas respectively under Director Shahlimar Hofer Tamano and Helen Catalbas have already made progress with the opening of Mactan – Cebu International Airport Terminal 2 and the plans in expanding Iloilo International Airports to cater to the rapid growth of tourism traffic.
With more than 10.5 million tourist arrivals last year, the need for these expansions and addition of extra terminals or ports of access are highly essential. As the rapid growth of tourists flocking into the country continue, the demand for advertising platforms will surely increase as brands expressively consider the significant potentials of these airports in building brand awareness and gathering valuable marketing data.