When Larnaca International Airport in Cyprus expanded in November 2009, it wanted to feature a high-tech means of meeting and greeting travelers, and educate them about what Cyprus has to offer as a travel destination. With the help of Ad Airport Media and Clear Channel Interspace Airports, the airport has deployed one of Cyprus’ largest digital signage networks, consisting of more than 330 LCD screens and powered by more than 40 Scala 5 Players.
The network is made up of dynamic high-tech static and motion media that is located strategically throughout the airport. The majority of the displayed advertisements focus on Cyprus and what it has to offer visitors. Advertising content is spread across an array of high end brands ranging from Rolex and Ulysse Nardin, telephone providers such as Vodafone, luxury golf properties for sale, private banking products and many more.
Upon arrival, travelers are met by two state-of-the-art digital signage media: the Sequential Digital Strip and i-Player, which are installed next to the terminal’s moving walkway, or travelator. The Sequential Digital Strip is made of blocks of eight, 16, 24, 40 and 64 screens. The same creative message is placed on each screen block, and the duration of the content loop matches exactly the time a passenger stands on the travelator. This allows advertisers to broadcast their messages continuously or repeatedly so that a passenger can view the entire message at least once at each stage of the travelator trip. The loop time is a major part of the formula because it allows all passengers to view all messages at least once.
As travelers approach passport control, they will see a bank of i-Players. The i-Player is a revolutionary digital signage application consisting of seven 52-inch high-definition LCD screens, set up to create the illusion of a single canvas. It enables the broadcast of coordinated and synchronized creative messages to passengers on the travelator. The installation guarantees an increased impact and maintains attention span in an environment with nothing else to distract the audience. Lighting was also an important consideration in the i-Player’s environment. Low physical lighting allows the i-Player application to better stand out.
The baggage claim area features five video cubes, which have been created from 30 40-inch LCD screens in 3×3 and 2×3 configurations each. The cubes are a one-of–a-kind medium, and they provide high audience impact for advertisers due to their large rectangular shape and variety of possibilities for advertising messaging. All five cubes play a synchronized message on all sides simultaneously. This gives travelers a 360-degree view of the brand advertised in the entire area at the same time. The Scala 5 Player software synchronizes the content on each of the cubes to display a unified message.
“The digital signage solution created at Larnaca International Airport is a showcase project for how to craft surroundings and fantastic digital exposure to a captive audience,” said Oscar Elizaga, Vice President of Scala, EMEA. “Scala is proud to support this iconic project with its flexible and stable software and long-lasting experience to create high quality content, scripting services and project management support.”
For a full case study about Larnaca International Airport’s digital signage, visit http://www.scala.com/news/studies/larnaka-airport.
About Ad Board
Ad Board was launched in Cyprus in November 1999, as a one-stop shop for advertisers who recognize value for money and look for optimum exposure and high return on their marketing budget. On this basis, Ad board quickly became a leader in Outdoor advertising in Cyprus. Led by an enthusiastic team of experts in media, it soon became the first company to offer complete or specialist media packages including Stadium coverage, with its unique giant screen and LED displays, at major sporting venues.
Ad Board also specializes in Mall Advertising and Point of Sale advertising. Ad Board offers point-of-sale advertising at the largest supermarkets on the island, Carrefour and Orphanides. Panels are located at every stage of the shopper’s journey from carpark to store entrance, and act as the last impression before entering a crowded environment. Regarding Mall Advertising, Ad Malls Media understands how mall shoppers interact with advertising and strategically have positioned both interactive and non interactive displays around certain strategic locations in Malls.
Ad Board catches the audience at all points of their journey — from street side advertising to malls to airports to point-of-sale advertising. For more information, visit www.adairportmedia.com
About Clear Channel Interspace Airports
Clear Channel Interspace Airports manages over 200 exclusive airport advertising concessions, in North America, Caribbean, Central America and Europe. Airports provide the valuable combination of an exclusive access to the best demographic audience, best education, highest incomes and business decision makers in any community market area and the most exclusive product. They create successful airport partnerships which develop exciting and attractive community showcase programs which link those airports closer to their regional business community and deliver substantial increases in revenues. Above all else, they believe that attractive customized displays are critical to the appearance of the airport and the success of the advertising program. Working with airport management and airport architects, their designers create a dynamic, exciting enhancement to the terminal, while providing the best product for each market segment. Every program is customized with unlimited advertising choices. More information at www.clearchannel.com
Driving more than 500,000 screens worldwide, Scala is a leading global provider of digital signage and advertising management solutions. Scala is the world’s first connected signage company, offering the leading platform for content creation, management and distribution in digital signage networks and the first unified platform for advertising management of both traditional and digital signage networks. The company’s digital signage customers include Rabobank, IKEA, Burger King, T-Mobile, Virgin MegaStore, Warner Brothers, The Life Channel, Rikstoto, Repsol, NorgesGruppen, Audi, ECE Flatmedia, Kaufhof (Metro Group) and thousands more. Advertising management customers include CBS Outdoor, Clear Channel Outdoor and Magic Media, among others. Scala is headquartered near Philadelphia, USA, and has subsidiaries in Canada, The Netherlands, France, Norway, Germany and Japan, as well as more than 450 partners in more than 60 countries. More information is available at www.scala.com