Bain’s Single Grain Whisky pays tribute to Andrew Geddes Bain, who built the Bainskloof Pass that connects the town of Wellington to the interior of the country. Continuing with the tradition of connecting cities, Bain’s – the first Whisky of its kind in South Africa – is advertising in the airport environment, one that connects cities to travellers, and travellers to brands. The Bain’s Single Grain, Double Matured, Triple awarded campaign is visible in the concourse areas of both OR Tambo International and Cape Town International Airports.
The brand selected the sites in order to engage with its specific target market which makes extensive use of air travel. The placement within the airports allows the brand to be top of mind with well-heeled travellers, who, as research shows, are in a purchasing frame of mind. The strategic placement of the messaging reinforces and drives not only purchase intent, but also results in actual purchase within Duty Free shopping areas of the airport according to Airports Insights and Research (A.I.R), a research partnership between Provantage Media Group and Millward Brown.
The creative delivers impactful messaging in the high-traffic zones within the airports. At Cape Town International the brand selected to advertise on the exterior of the elevator shaft and along the central escalators connecting the arrivals and departure terminals. High impact large format creative was selected for the departures check-in area at OR Tambo International. The brand will be visible in the pre-Christmas build-up period, providing travellers the perfect opportunity to make an early Christmas gift purchase.
Mzukisi Deliwe, spokesperson for Airport Ads® explains: “Airport Ads® provides brands with maximum impact within the airport environment, allowing for a wide choice of static advertising solutions. By harnessing the power of the environment and creative executions, the platforms drive brand awareness while influencing purchase decision within the upper income bracket consumer.”
To find out how Airport Ads® can serve up the ideal solution for your brand, contact Mzukisi (Mzi) Deliwe on 0861 776 826 or [email protected] or connect with @ProvantageSA or go to www.provantage.co.za