Centerlines - April 2008 - (Page 21) REVENUE ARENA A clever promotion at Boston saw Dunkin’ Donuts promote its coffee through build-outs in the Food Court area. Dunkin’ paid for the presence outside of the normal concessions contract. Samsung partnered at DFW with a package that included equipment for the airport and comfortable sitting rooms adjoining Starbucks, with seating, product displays and outlets. Verizon has taken a big position in airports with workstations that reflect the Verizon brand yet incorporate into concourse layouts. Shown here is a charging/ workstation at Seattle. “Capital can be intense, depending on the build-out. The airport needs to decide up front how much design input it wants,” Forsythe said. “If the airport wants total design control, it might be best to build the units themselves. Remember to include advertising areas in the overall design. “If the airport doesn’t want to front the capital, don’t expect the presenting company to let you change their color schemes, or designs. They have invested a huge amount of money in their brand— much as you have in your airport— and they don’t want to change,” Forsythe said. “Typically, these deals are longterm in nature, so that the capital can be spread over the life of the contract and make the investment worthwhile for all parties,” Forsythe continued. “If the agreement is going to extend beyond the terms of your display advertising contract, put a clause in the agreement that binds the advertiser and rolls the terms to the airport. The airport can reassign to the new ad contractor, and keep the program seamless.” Reduced Rent Rates an Option For airports that want design control and ultimate ownership of what can be a permanent new fixture, but don’t have the money to fund fabrication and installation, consider charging lower rent during the early months and let the ad contractor or the advertiser pay for the expense, but recoup the investment in the early months of the contract. In this manner, the airport keeps the permanent fixture, whether the advertiser continues or the ad contractor changes. A further benefit of branding and sponsorships is that at times, you’re selling air—no extra clutter, no extra fixtures or hardware. In Las Vegas, McCarran allowed the sale of the backs of the boarding pass stock in the common-use kiosks. “Because we control the boarding pass kiosks, we were able to allow our ad contractor to sell the backs for significant dollars,” explained Sam Ingalls, assistant director of aviation at McCarran. “Hotels.com signed a multi-year deal that brought in ‘X amount of dollars’ during the three-year life of the contract. This won’t work for airports without common-use systems, but if you are considering changing to common use, these ad dollars can help offset the costs to the airport.” “How about parking garage naming rights?” asked Forsythe. “We’re working on a branding sponsor for Burbank’s new valet parking structure at Bob Hope Airport. The advertiser will be given a category exclusive (no other advertisers from the same niche at the airport), signage in the building and an opportunity to include digital, product or kiosk displays.” What Makes Sense? Flexibility is a theme that Forsythe returned to time and again. “You’ve got to understand that many times, branding dollars come from separate budgets than the ad budgets. You or your ad contractor can tap into increased potential funding if you know where to go to find the client.” Every airport is different. Is there a business or industry that is vital to the community and needs or wants positive exposure to local travelers? Analyze the market www.aci-na.org | CENTERLINES 21 http://www.aci-na.org
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