Within the framework of the growing boom in international tourism, Latcom, an expert company in global media trading, specialized in Out Of Home (OOH), developed for Ibis, the international hotel chain owned by Accor an OOH campaign in the capitals of Colombia, Chile and Mexico, with the objective of strengthening brand branding and creating awareness in the international airports of these three key capital cities in the region.
With more than 1,100 hotels in 65 countries, Ibis entrusted Latcom with the strategy and implementation of its OOH campaign, which was based on generating brand presence in the international airports of Santiago, Bogotá and Mexico City. With a mix of DOOH media that included programmatic purchasing with large digital formats, video walls and digital circuits to have coverage, impact and frequency.
Following the consumer’s path, brand presence was generated in the main points of concentration of the audiences, targeting spaces of obligatory passage, covering both national and international flights, including common areas for arrivals and departures.
In Santiago, the Arturo Merino Benítez international airport is the most important connection point for air traffic between Latin America and Oceania, so the proposal focused on national departures with an impressive spectacular with a double spot and a digital circuit distributed in the check-in area, a mandatory step for everyone leaving the city.
The campaign in Colombia featured a high-impact VideoWall for 15 days in the Mixed Hall of El Dorado, the airport with the highest cargo volume in Latin America and the third with the highest passenger movement. And at the Benito Juárez airport in Mexico City, one of the 50 busiest airports in the world and an air port with the highest number of passengers in the country, VideoWalls were used in both the national and international boarding areas, as well as in the parking area; and also a digital circuit on international baggage belts.
“Large global brands in categories such as tourism, luxury, technology and automotive are allocating more and more communication efforts to advertising in airports, since it offers infinite possibilities to contact a captive audience that spends at least 3 hours per trip in international airports, and taking into account the exponential growth of global air traffic that by 2031 will double from 5.7 billion to 12.2 billion. The spaces within airports and the circuits through which audiences circulate allow us to think about a paradigm shift in brand communication, in which airports ceased to be a mere transit place and became small “cities.” with consumption places within the airports themselves, ranging from cafes, stores, mini shopping centers and malls. This allows us to design a strategy for each type of audience and deploy campaigns to achieve various objectives,” said Mauricio Torres, Latcom Andean Hub Manager.
And he added: “This campaign, with supports in strategic locations at airports, is a clear example of the effectiveness of OOH communication to promote tourism and boost the sector, and allows for efficient coverage and reach, with highly segmented audiences and with the use of impact elements.”
International hotel chain, owned by Accor. It has 1,137 in 65 countries, with a strong presence in Europe and also in Latin America. It is common to find them near civic centers, airports or train stations.
The first Ibis hotel was opened in Bordeaux in 1974. By January 2012, the chain had more than 900 hotels. The largest Ibis hotel in the Asia/Pacific region is located in Bandung Indonesia, with 606 rooms, it was inaugurated on March 8, 2012. Ibis hotels focus more on the details and the life around them, the Ibis Styles in the designs, and the Ibis Budget at cheaper rates and being urban.