Dawn of a new digital sign era at Toronto airport

The GTAA is pleased to announce the introduction of a new Digital Advertising and Wayfinding Network (DAWN) that will help guests find their way through Toronto Pearson the terminals, at the same time creating another leading edge digital advertising network at the airport.

“We are always looking for innovative ways of enhancing our guest experience at Toronto Pearson,” said Pamela Griffith-Jones, Chief Marketing and Commercial Officer for the GTAA. “Our advertising partners are also looking for new advertising mediums to communicate their brand messages at our airport. We are excited to announce the introduction of the DAWN network that will allow our guests to access real time information on wayfinding and the many services available at Toronto Pearson while offering a new digital advertising opportunity for marketers at Toronto Pearson.”

The network consists of 18 units across both Terminal 1 and 3. Each unit will assist Toronto Pearson’s guests in finding departure gates, airport amenities, art installations, and dining and shopping offerings. The units will have virtual guest service functionality allowing guests to link real time with guest service representatives at the airport. Guests will also receive advertising messages and promotional offers that are relevant to their search. “The DAWN network creates new digital promotional revenue opportunities for property owners, managers and their tenants, as well as developing a large format digital out of home media network providing contextual advertising exposure to mobile, affluent consumers. We are pleased with the functionality as both a guest service and wayfinding and advertising network” said John Jory, President Clear Channel Outdoor Company Canada.

The GTAA and Clear Channel worked closely with project consultants Arium Design, Gridcast Digital, and Jibestream Interactive to bring the DAWN units to Toronto Pearson International Airport.

Clear Channel Outdoor (NYSE:CCO) is the world’s largest outdoor advertising company with close to one million displays in over 50 countries across 5 continents. In the United States, the company operates over 200,000 advertising displays and has a presence in 48 of the top 50 Designated Market Areas. It also operates airport, rail, and mall advertising businesses worldwide. Its’ Canadian subsidiary, Clear Channel Outdoor Company Canada operates airport, spectacular, mall, transit and specialty media and is a leader in Canadian Out-of-Home advertising. ARIUM Design offers consulting services for design and product development, wayfinding and environmental graphic design solutions. The product development division has specialized itself in the design and conception of furniture destined for both commercial and residential markets. The wayfinding and environmental division possesses a strong background in the implementation, improvement and management of way finding in public and traffic places.

Gridcast is a Digital Signage Company that specializes in end-to-end digital signage and interactive solutions. Adept at each stage of an initiative, Gridcast works closely with clients to design, install, maintain and manage their digital signage network(s). For this project, Gridcast worked very closely with all parties to integrate a robust interactive system that would accommodate thousands of users on a 24/7 basis. Like all of Clear Channel’s digital structures, Gridcast monitors and manages the DAWN system to ensure consistent uptime and speedy technical support.

Jibestream is an interactive software company that develops and markets unique, patent-pending technology that helps people navigate through venues, and interact with real-time information. The DAWN system at GTAA uses Jibestream’s ‘NovoMap’ platform to help users find what they are looking for at the airport through an intuitive interface that merges the utility of wayfinding with a sophisticated messaging platform. The DAWN system incorporates 3D engine that allows users to shift the map to various areas of the airport maintaining a clear perspective of their current position. The benefit of the 3D engine is that it allows the GTAA to repurpose the maps and creative assets for other mediums such as print, web and mobile.

The GTAA is the operator of Toronto Pearson International Airport, the largest airport in Canada and one of the largest airports in North America in terms of passenger and air cargo traffic. In 2010, Toronto Pearson handled an estimated 31.9 million passengers. The focus of the GTAA continues to be on competitiveness, growing the airport’s status as an international gateway, meeting the needs of our travellers and ensuring the long-term success of the organization, our airline customers and the regional economy.

Source: Clear Channel Outdoor