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Advertising in Russian Airports



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For a long time Airport has been an inexhaustible source of advertising opportunities for marketers. With the further development of technologies an advertising opportunities are increasing. Today in Russian airports many options of outdoor advertising are available: branding of various surfaces and objects, distribution of printed products and digital options with the use of location targeting. What advertising methods are relevant for Russian airports,read RMAA Group material.


Advertising at the airport Pulkovo in St. Petersburg

Not by chance airports have such wide advertising opportunities. Airport is a unique place, where a large number of people pass through, who at the same time feeling different emotions: happy or sad. Or they are in a hurry, and so they are in suspense and carefully look around. In both cases, outdoor advertising is a good chance to be remembered, especially if it is originally performed.

Brending of telescopic passageway at Kazan airport

Currently Russian airports provide wide variety of outdoor advertising, both inside and outside the airport building:

  Standard billboards 3x6 m, city-formats 1,8x1,2 m, large-scale construction 5x15 m;

•  Placement of floor or suspended structures inside the airport;

  Placing screens, light-boxes in the lobbies of the airport;

  Branding of entire areas or lounges at the airport;

• Branding of functional objects that are used in the airport: ladders, baggage conveyors, baggage trolleys, handrails, back seat and so on;

• Any form of accommodation that you can arrange with the airport authority, for example, the car is placed on the ceiling at the lobby, or delivery of passengers from the terminal to the aircraft in its branded truck.

Advertising of Mercedes at Moscow's Domodedovo airport

Despite the large number of advertising formats used in airports, outdoor advertising continues to have unlimited potential.

As for the distribution of printed products in the airport, it is no less relevant than the outdoor advertising. Many people come to the airport early and spend a few hours there. Your printing products can help them to pass the time. The best option of distribution is branded rack, particularly if they are located in combination with outdoor advertising elements.

Also, most of the major airports in Russia release their magazines: Sheremetyevo, Domodedovo, Vnukovo, Pulkovo, Koltsovo, Adler and others. In all cases, the corporate magazine of the airport is a high quality publication with materials on different themes: business, fashion, travel, science, technology. As the magazines are distributed at the airport, they have traditionally attracted the attention of passengers, and advertising in this edition will add significance to your brand.

Another interesting way to advertise at the airport is branding of boarding passes. Advertisement on the boarding pass cannot be taken lightly because it will pass a lot of time in the passenger's hands. In addition, the boarding pass is a document which many passengers will keep for a long time: some as a memory, others - because of the need of financial report.

An example of advertising on boarding passes at the airport of Simferopol

It is worthwhile to say about advertising in the VIP halls of Russian airports. VIP airport lounge is a room with a higher level service and comfort that high status passengers usually enjoy: representatives of the business and the higher level of government. To convey this message to your audience is always difficult. VIP airport lounge is a place where people spend a sufficient amount of time that is why there you will not only convey a message, but also achieve a re-contact of the person with the message.

All major airports in the country have VIP lounges now: Domodedovo, Sheremetyevo, Pulkovo, Koltsovo, and many others. Almost all the advertising methods that are used in airports are possible in VIP lounges: outdoor advertising, display advertising and light boxes, advertising in the magazine, or in the printing products of airports, as well as the branding of various objects. Of course, there cannot be a lot of advertising in the VIP room, because it should not affect the comfort of the passengers, so the accommodation there is particularly valuable.

Advertising in the VIP hall of Pulkovo Airport in St. Petersburg

Digital-tools, which are used for advertising in airports, associated with location and local targeting. The purpose of these instruments is to ensure that users on any communication channel receive the advertising message on their mobile device. Airport is an ideal place for the distribution of such advertising. People who often fly anywhere do not know all the nearby places and shops. Your proposal will not attract them only in one case - the person has arrived home from a holiday or business trip. In any other case, your promotional offer gets right on target.

It should be noted that the local ad targeting makes interesting for a buyer. Arriving new city or country, the user receives a message about interesting promotions in shops or places that he could visit. For shopping, enjoy breakfast or a cup of coffee - and all this can be done "on the way" and "by the way."

Advertising banner of the facade of the Domodedovo airport

As we can see, advertising in airports is different by its variety and versatility. And people who use air traveling are able to pay, so they are a good audience for any advertising, and the airport is a good place for its placement. RMAA Group specialists will help you to choose the most beneficial advertising tools in the airports of Russia for you and your brand, as well as enter the accommodation strategy to promote your brand in Russia. "


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About the Author

Digital Strategist. Head of one of the project groups at RMAA. Maria started her journey in digital marketing in 2009. 

Author Maria Romanenko

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