12 Effective Airport Marketing Examples To Improve Advertising Campaign

Airport marketing promotes brands, products, or services to influence airport travellers. It’s effective as it provides passengers with constant exposure for extended periods.

But, in today’s highly competitive and ever-evolving market, it’s important to devise a winning strategy to attract and retain travellers.

Let’s explore some highly effective airport advertising examples that can take your campaign to the next level.

1. In-Flight Advertising

In-flight advertising refers to promoting products, services, or brands to passengers aboard an aircraft during a flight.

Advertisers can reach many passengers and target them by their geographical origin, destination, route, preferences and purchasing habits.

JCDecaux, an airport advertising agency operating in 210 airports globally, researched the impact of advertising on passengers during extended waiting periods. These periods typically arise when passengers wait for the aircraft to load and taxi to the runway. The study revealed that 85% of passengers are receptive to advertising messages during these “dwell times”.

The best examples of in-flight advertising include video commercials on entertainment systems, in-flight magazines, on-boarding passes, seatback tray table ads, overhead storage bins placements, and custom merchandise.

An example is Cebu Pacific’s in-flight promotion that involves fun and exciting games played during the flight. The winner will get a custom water-resistant cosmetic pouch from Cebu Pacific, perfect for storing personal items.

China Airlines’ custom plastic toy is also a great novelty merchandise. It is designed to represent a China Airlines aircraft, which helped promote their brand in a fun and creative way.

Another airline advertising sample is Air Asia’s custom merchandise.

Air Asia has launched a new marketing campaign with items for passengers to enjoy and promote the Air Asia brand. These items include a plush toy, a 3D puzzle, and a custom model plane. Passengers can use these items as decorations as well.

The airport also offered comfort kits designed to meet the needs of both short and long-haul flights. Air Asia offers travellers comfort and creates effective branding as purchasers often carry these kits during their future trips.

Air Asia’s custom merchandise campaign broadly appealed to different age groups. This exemplified that curated offerings enhance the in-flight experience and impress passengers.

2. Mascot Branding

Mascot branding is a fun and creative way to make your brand memorable in the airport environment. Creating a memorable mascot for your brand is a highly effective way to establish a strong emotional connection with travellers and leave a lasting impression.

From playful characters greeting passengers to interactive displays featuring your mascot, this approach can help your brand stand out in a crowded airport setting.

This huge fluffy panda display in Hong Kong airport is an excellent marketing idea. Since Hong Kong’s national animal is the panda, having a large stuffed animal as a POS display really adds a distinctive character to their store.

Panda Mascot branding is one of our favourite airline marketing strategies. Not only does it attract customers, but also reflects Hong Kong culture. Since Hong Kong’s national animal is the panda, having a large stuffed animal as a POS display really adds a distinctive character to their store.

We have seen many bespoke and cool custom point-of-sale displays around the globe, but this one never fails to impress us. Here’s why:

Airport Marketing – Why This Giant Stuffed Panda Works

• Draws Attention – Welcoming the customers is this massive panda plushie. It is hard to miss, so customers will surely be drawn to the display and, ultimately, to the store. The likeable character significantly makes travellers’ shopping experiences more memorable and fun.

• Iconic – Pandas are Hong Kong’s national animal. Thus, this is an iconic display that will surely make people talk. Browsing through the internet, we have found social media posts featuring the giant plush panda. This means it is effective in creating offline and online buzz.

• Fun Factor – Entertaining and fun to look at, custom promotional mascots are really hard to ignore. As they create a welcoming atmosphere, customers will likely come to the store and interact with the mascot, thus creating more foot traffic.

• Eye-Catching – The custom POS display adds an appealing appeal that customers will love. Attention-grabbing displays are an effective way to make people pay attention to your business. Once their attention is focused on your display, they will eventually become interested in what you have to offer.

• Texture – The soft, fluffy mascot adds a unique texture and visual appeal that piques the interest of shoppers and travellers. One cannot help but touch the display and take a picture of it.

Why Mascots are an excellent tool for advertising?

• Create a long-lasting impression and strong brand awareness.

• Represent your business

• Help create a positive image for your brand.

3. Travel Kits

Offering branded travel kits is a practical and thoughtful way to engage with travellers and provide them with useful items for their journey. From toiletry sets and travel accessories to tech gadgets and snacks, a well-curated travel kit can enhance the travel experience for passengers while promoting your brand in a positive light.

These kits also serve as reminders of your brand’s commitment to customer convenience, enhancing the overall travel experience.

Passengers who purchase tickets for the Hong Kong Airport Express, a train that connects the airport to the city, will receive a complimentary Toy Story toiletry gift bag and a custom towel.

4. Airline Amenity Kits 

Amenity kits are a staple in the airline industry, offering travellers luxury and convenience during their flights. These kits can feature high-quality skincare products, cosy accessories, and other pampering items that reflect the premium experience you want to deliver.

Add amenity kits to your airline marketing strategies. This will create a memorable experience for airline passengers.

Branding these kits with your logo enhances your brand image and creates a memorable experience for passengers.

Take the Etihad Airways Amenity kits, for example.

Etihad Airways is the second-largest airline in the United Arab Emirates, offering flights to passengers worldwide. For business class travellers, the airline provides branded amenity kits in partnership with the luxury Italian brand Acqua di Parma.

These leading brands started collaborating on branded airline amenity kits in 2018. Today, these kits have become a standard for air travel.

Here are some examples of the airline advertising resulting from their partnership.

Yellow Kit

Kit includes socks, eyeshades, lip balm, dental care, Colonia sampler, and Acqua di Parma hand cream.

Essential Wellness Kit

The branded wellness kit includes essential items like sanitizing wipes and face masks to ensure passenger safety during the pandemic.

Black Kit

The kit includes custom socks, eyeshades, dental care products, a Colonia sampler, and hand cream from an Italian luxury brand. The black kit can also be buttoned as a valley tray.

5. Giveaways and Souvenirs

Everybody loves freebies! Offering branded giveaways or souvenirs at airport promotional events or through contests can generate buzz and foster positive associations with your brand.

Think keychains, caps, or branded accessories that customers can carry with them even after their trip.

Air China has taken a creative approach to giveaways and souvenirs with their innovative promotional pen. This unique item is a writing tool and features a retractable aeroplane toy, making it a memorable marketing mascot that reinforces the “Air China Experience.”

Air China’s unique souvenir combines a pen and a pullback aircraft model.

Singapore Airlines has harnessed its potential to create a unique and memorable airport marketing campaign. At Singapore Airlines, passengers can request a set of collectable playing cards during their flight, creating an engaging and interactive experience that promotes brand loyalty.

Unlike traditional giveaways that are placed on each seat, Singapore Airlines offers playing cards upon request, giving passengers the freedom to play onboard or keep the cards as souvenirs. This strategic move ensures that the giveaway reaches the target audience while creating exclusivity and excitement.

The card prominently features Singapore Airlines’ signature batik pattern. This design choice cleverly promotes the airline, creating brand awareness and sparking conversations among players.

6. Airline Promotional Products

Promotional products and gift items with your airline’s logo can serve as reminders of your brand long after passengers have left the airport. They also create a sense of connection and loyalty with their passengers.

Vietjet Air’s airline promotional items are another great example of effective airport advertising. Replicas of aircraft and mascots also play a significant role, serving as conversation starters and leaving a positive impression on customers.

The Novelties, including keychains, comfort kits, and adapters, offer practicality and convenience during travel, while bags, pouches, and organiser kits showcase your brand functionally and stylishly.

7. Branded Gifts

Changi Airport in Singapore sets a prime example of the power of branded airport gifts.

Changi Airport branded airport gift collection showcases the country as a travel destination, offering diverse travel lifestyle products for all ages.

From custom keychains that serve as portable marketing tools to vibrant coasters that expose your brand to daily use, these promotional items keep your brand at the forefront of passengers’ minds. Promotional stationery with attached pencil cases, custom keychains, and branded mugs further maximises brand exposure and creates a connection with passengers.

Tote bags, known for their versatility and large capacity, make perfect branded airport gifts. With various designs, these functional and stylish bags become constant companions to travellers, spreading your brand message wherever they go.

Understanding the diverse customer base is crucial for the success of branded airline gift ideas. Emirates Airlines has also excelled in this area.

The Emirates Airline gift ideas cater to different traveller preferences. The range of offerings, from branded clothes and custom hats to luggage tags and fridge magnets, ensures something for everyone.

Benefits of incorporating branded airline promotional gifts and products into your airport marketing:

• These useful items are used in people’s daily lives, sparking conversations and reminding them of their positive travel experiences.

• They promote tourist sites and local businesses, strengthening the destination’s appeal.

• Branded gifts act as perfect souvenirs, triggering fond memories and encouraging repeat visits.

• These items increase brand exposure by being visible and present in passengers’ lives even after they leave the airport.

8. Digital Displays

Digital displays have revolutionized airport advertising by offering dynamic and engaging content through digital screens, video walls, and interactive displays. These innovative mediums can showcase videos, animations, social media feeds, and real-time flight information, enhancing the overall passenger experience.

9. Wall Wraps

Wall wraps capture the attention of travellers. They feature large graphics that cover walls or sections of walls and are often placed in airports where they are highly visible.

Using wall wraps, brands can create a memorable and impactful visual display that makes it easy for visitors to remember what the brand stands for.

10. Branded Kiosks

Branded kiosks provide a convenient avenue for passengers to engage with your brand.

Whether for check-in, printing boarding passes, or accessing information, these sleek and visually appealing kiosks ensure your brand is at the forefront of the passenger’s journey.

11. Billboard Advertisements

Billboard advertisements are a classic yet effective way to reach a wide audience of travellers in the airport environment. Whether it’s a large-scale billboard showcasing your brand message or a strategically placed ad that captures the attention of passersby, billboard advertisements can create high visibility and brand recall for your campaign.

Billboards are typically installed in high locations with wide and clear views, allowing them to reach a large customer base.

12. Sponsorship

Sponsoring airport events or amenities, such as airport lounges, free Wi-Fi, and charging stations, can be a valuable opportunity for brands to align with airports or airlines in their advertising efforts.

Investing in sponsorships can help brands increase visibility, build credibility, and engage with travellers, leading to positive brand associations and customer loyalty.

These strategic partnerships offer brands a platform to reach a captive audience and provide travellers with enhanced experiences and services, resulting in a mutually beneficial relationship that elevates the airport environment.

Each method, whether cleverly designed in-flight merchandising or mascot branding, offers unique strengths to reach and engage your target audience.

Do These Airline Marketing Strategies to Boost Your Airport Branding

1. Digital Marketing Campaigns

Airports can enhance their reach and attract potential travellers worldwide by utilizing targeted digital advertising campaigns, ultimately increasing their chances of being chosen as the preferred departure point.

• Utilise targeted online ads across various platforms such as Google Ads, Facebook, and LinkedIn.

• Implement retargeting strategies to keep your airport top-of-mind for travellers during their planning and booking phases.

• Invest in search engine optimization (SEO) to ensure your airport’s website ranks high in relevant search results.

2. Personalised Marketing Campaigns

Passengers can avoid filtering through content that does not appeal to them and receive well-timed notifications that align with their interests.

They enjoy a more customized experience, only receiving relevant notifications to their interests. They avoid content that doesn’t appeal to them. So you have to understand their behaviour and better ways to find and enjoy the services at the airport.

• Tailor marketing campaigns to specific customer segments based on their preferences, behaviour, and demographics to deliver personalised messaging, offers, and experiences that resonate with individual travellers and drive engagement.

• If a passenger has previously purchased at a retail outlet in the airport, offer an exclusive promotion the next time they pass by the store.

3. Loyalty Programs

Customer loyalty programs further solidify relationships with frequent flyers, encouraging repeat business and word-of-mouth referrals

• Implement a comprehensive loyalty program that rewards frequent flyers with exclusive benefits, such as priority boarding, lounge access, and discounts on parking and dining.
• Personalise marketing communications to your loyalty program members based on their travel preferences and past behaviour to enhance engagement and encourage repeat visits.
• Leverage data analytics to gain insights into passenger behaviour and preferences, allowing you to tailor your marketing efforts effectively.

4. Partnerships and Collaborations

Strategic partnerships and collaborations amplify airport marketing efforts, allowing them to tap into broader networks and offer travellers compelling package deals and incentives.

• Collaborate with airlines, hotels, car rental companies, and tourism boards to create joint marketing campaigns and package deals that attract travellers to your airport.

• Form partnerships with local businesses and attractions to offer exclusive discounts and perks to airport passengers, enhancing their overall travel experience.

• Sponsor relevant events and conferences to increase brand visibility and reach a wider audience of potential travellers.

• Collaborate with travel agencies, tour operators, and online travel platforms to expand your reach and attract new customers.

5. Social Media Engagement

Using social media to engage with passengers helps airports communicate real-time updates and promotions. It is also creating a sense of community and increases customer loyalty and satisfaction.

• Establish a strong presence on popular social media platforms like Instagram, Twitter, and TikTok to engage with travellers and showcase your airport’s amenities and services.

• Encourage user-generated content by creating unique hashtags and incentivizing passengers to share their experiences at your airport.

• To keep passengers informed and engaged, provide real-time updates on flight statuses, terminal changes, and special promotions.

6. Enhanced Passenger Experience

Investments in enhancing the passenger experience through technology and amenities differentiate airports from competitors and contribute to overall customer satisfaction and loyalty.

• Invest in state-of-the-art technology and amenities to create a seamless and enjoyable travel experience for passengers, from curb to gate.

• Highlight unique features of your airport, such as art installations, entertainment options, promotional items, giveaways, branded gifts, souvenirs, and dining establishments, to differentiate yourself from competitors and attract travellers.

• Solicit passenger feedback through surveys and social media polls to identify areas for improvement and ensure that your marketing efforts align with passenger needs and expectations.

7. Promote Ultra-Low Cost Rates

Promoting ultra-low-cost rates has emerged as a smart marketing move for airlines looking to boost their airport branding. When flight bookings open, the initial occupancy tends to be low, leading to lower prices to attract more purchases. Low-cost airlines leverage this opportunity by prominently promoting these low prices on dedicated platforms, creating a buzz around “insane offers” that seem too good to resist.

It’s important to understand the strategy behind these ultra-low-cost rates. The advertised price for a particular destination may appear incredibly low, but there’s a catch. This price represents only a limited number of fares available until the flight occupancy increases. The price will increase once the flight gains more passengers and is distributed through various platforms, including media resources, social networks, and “special deal” aggregators. As a result, the average fare for the flight will be much higher than the initial ultra-low-cost rate.

The primary goal of promoting ultra-low-cost flights is to generate buzz and capture attention. By offering these jaw-dropping rates, airlines make headlines and attract a significantly higher number of travellers to visit their websites. It’s important to note that while these ultra-low-cost rates may entice many, only a few seats are available at such prices. Nonetheless, the marketing tactic successfully drives traffic and exposure for the airlines.

By leveraging the power of ultra-low-cost rates, airlines can make a splash in the market, grab attention, and drive traffic to their websites. However, travellers need to understand that while these offers may seem too good to pass up, only limited seats are available at such prices.

8. Build a Strong Brand Visibility with the Help of TV Commercials

One effective strategy for strong brand visibility is essential for airlines through the utilization of TV commercials. These commercials are powerful tools to resonate with audiences, create emotional connections, and leave a lasting impression. Let’s delve into how the latest British Airways (BA) commercial, featuring prominent British personalities, effectively reinforces the airline’s brand identity and showcases the significance of staying agile and responsive to market trends.

The latest commercial from British Airways, featuring a star-studded cast of British actors, musicians, and media figures, is a testament to the airline’s commitment to positioning itself as a national symbol. By leveraging the influence and recognition of these well-known personalities, BA effectively communicates its brand values and resonates with a diverse audience. The use of TV commercials allows BA to reach a wide demographic, creating brand visibility and recognition on a national scale.

Commercial emphasises the importance of adaptability and readiness to respond to global events and changes, such as the recent global pandemic. The ability to quickly adjust to new realities and evolving customer demands is crucial for airlines to remain competitive and relevant in the ever-changing aviation industry.

Airlines can tailor their marketing strategies to highlight their commitment to safety and excellent service by actively monitoring market dynamics and customer preferences.

In light of shifting priorities among travellers, particularly a heightened emphasis on safety and hygiene, airlines are revamping their messaging to instil confidence in passengers. Incorporating digital technologies is pivotal in enabling carriers to meet evolving customer expectations and deliver seamless, contactless travel experiences. Such technologies enhance operational efficiency and reinforce the perception of airlines as forward-thinking and customer-centric brands.

Key digital solutions that airlines are implementing to adapt to changing customer demands include online check-in and check-in kiosks, contactless bag handling options, and automated border and passport control systems. These innovations streamline the travel journey, minimize physical contact, and enhance overall safety measures for passengers. By showcasing these technological advancements in their marketing campaigns, airlines can build trust and credibility among travellers, positioning themselves as leaders in prioritizing passenger well-being.

For instance, Singapore Airlines‘ recent marketing campaign focuses on providing an “elevated experience” that underscores its dedication to upholding health and safety standards across all touchpoints, demonstrating its commitment to enhancing the passenger experience and ensuring a safe and seamless journey for travellers. By highlighting features such as online check-in, contactless kiosks, and automated bag drop facilities, Singapore Airlines

Leveraging TV commercials as an integrated marketing strategy can significantly boost an airline’s brand visibility and airport branding efforts. By incorporating digital technologies, staying agile in response to market changes, and prioritising passenger safety, airlines can differentiate themselves in a crowded market and build lasting customer connections. Airlines can strengthen their position as trusted and reputable carriers in the competitive airline industry through strategic marketing campaigns that effectively resonate with audiences and communicate brand values.

Now, You Can Apply These Airport Marketing Ideas to Drive the Airport’s Success (Key Takeaways of ODM)

Your airport can differentiate itself in a competitive market by prioritizing customer engagement, utilizing digital platforms, and creating memorable brand experiences.

Embrace these creative tactics to attract more travellers, increase loyalty, and drive growth for your airport. Stay ahead of the curve by incorporating these proven methods tailored to the airport industry.

Embracing creativity, innovation, and customer-centricity in marketing strategies can position airports for long-term success and sustained growth in the dynamic aviation industry.

So, would promotional items help boost your airport marketing? If so, then get in touch with our merchandising and product design team. We specialise in sourcing, designing, and manufacturing promotional products for global markets. Whether you need custom promotional merchandise or product giveaways, you can always count on us to deliver great products on time.

Let’s collaborate on generating innovative ideas to elevate your airport marketing.

All you need to know about promotional airport products!