Clear Channel Airports (CCA) on Dec. 18, announced it was awarded a five-year contract expansion with Tallahassee International Airport (TLH). The new partnership began Dec. 1, and media upgrades begin mid-March. Clear Channel Airports has been the media provider for TLH since 1999.
Tallahassee International Airport has experienced a 12 percent year-over-year growth in passenger traffic, reaching over 730K. Its annualized passenger traffic has increased for seven consecutive months so far in 2018.
The airport was recently named the Commercial Service Airport of the Year by the Florida Department of Transportation and the Federal Aviation Administration delivered TLH a rare perfect score during the airport's safety inspection. The airport is currently in the midst of a more than $50 million makeover to enhance the airport's service level and efficiency, which includes an international passenger processing facility to enable flying abroad. The city is home to major industries including education, food processing, government, lumber and printing/publishing.
The new media network at TLH will create a captivating digital network for advertisers to connect and engage with leisure travelers, frequent business travelers and residents. The new digital walls at arrivals and baggage claim will be the first of its kind in an airport the size of TLH. Some of the key details of the new program are as follows:
- Two LED video walls
- Two double-sided tension fabric displays
- Four single-sided tension fabric displays
- One glass cling
“As Florida’s capital continues strong economic growth, Tallahassee International Airport is increasingly becoming a strategic choice for brands to activate their advertising campaigns to reach the growing and diverse passenger traffic at the airport,” said Morten Gotterup, president, Clear Channel Airports. “We’ve been TLH’s advertising partner now for almost 20 years, and we look forward to working side by side with their dedicated team to implement a state of the art, cutting edge advertising network to help brands tell their stories in new and innovative ways.”
In addition, a recent Nielsen study shows airport advertising offers consumers a great opportunity to absorb and respond to brand messaging. According to the study, frequent flyers are highly responsive to airport advertising, with 80% noticing the media and 42% taking action that includes visiting a website, going to a store or learning more about a product/brand/service. Nineteen percent of frequent flyers bought a product they saw advertised at the airport. Additionally, airport campaigns are a significant driver of foot traffic, with 84% of frequent fliers likely to visit a restaurant, 50% likely to visit a clothing/accessories/jewelry store and 41% likely to visit a consumer electronics store.