Firms team up for airport experiential campaigns

Blackjack, the experiential marketing agency, and JCDecaux Airport, the outdoor advertising company, have developed Sphere 10 to deliver fast-response experiential campaigns in airports.

The BAA pre-approved experiential marketing concept enables brands to be set up in the airport duty-free zones within 10 days of delivering a brief.

This compares to the much longer periods currently required by brands to meet the rigid compliance requirements.

The Sphere 10 concept has initially been launched for BAA South-East airports, London Luton and Eurostar, with other UK international terminals expected to come on-board in the near future.

Under the arrangement, JCDecaux Airport is actively marketing Sphere 10 to its clients and Blackjack delivers the stands, equipment and security-approved staff to execute each of the experiential campaigns.

The Sphere 10 concept simplifies a complicated approvals procedure for brands that seek to provide an experience for consumers within the airport environment.

It will also reduce the barriers to entry for brands that usually struggle with compliance and the cost of such campaigns.

"Providing engaging and effective brand marketing in an airport can usually prove difficult and expensive, particularly with the security checks that are expected of all staff," explained Rebecca Kingsnorth, Project Director, Blackjack, "but with our experience of working in airports we have developed a pre-approved service where brands can be in the airport and engaging with passengers within a matter of days".

"Airports are a valuable environment for brands because consumers are in a positive and excited frame of mind, which usually lends itself to spending," commented Richard Malton, Marketing Director, JCDecaux.

"This service, which provides brands fast access to target consumers, will prove a popular and valuable asset in our product portfolio.".

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