Terminally Cool: Airports use space for interactive campaigns

Airports have traditionally been a prime target for advertisers (captive audience: check), but recent marketing efforts are turning airport real estate into a venue for a variety of more interactive customer experiences.

Boston Logan's agreement with locally-based Dunkin' Donuts includes installation of 7-foot-tall replicas of Dunkin' Donut coffee cups at Terminals A and C, with occasional free sampling scheduled to promote the brand. Courtyard by Marriott has installed a temporary replica of its lobby at Denver International to promote the hotel chain's new look. And passengers at terminal eight of New York’s JFK airport can experience an interactive touch-screen display created to promote IBM’s Smarter Cities initiative.

Meanwhile, London’s Gatwick Airport has found a customer-friendly use of cutting edge media technology, aimed at helping passengers mediate the mess of the airport’s ongoing construction and remodeling project. Continue reading...