Westchester County Airport will go digital this summer when it upgrades its local advertising displays to reach the approximately 1 million travelers a year who pass through there.
Interspace Airport Advertising (IAA), an Allentown, Pa., company that serves more than 200 airports, in July will install a range of displays, including LCD screens, electronic scrolling and large-format wall wraps, to improve both customer service and the appearance of terminal buildings.
“We”™ll have less advertising display locations,” said IAA project coordinator Christina Kennedy. “We”™ll be streamlining the program.”
Kennedy said large scrolling signs will consecutively display up to 10 advertisers. “This reduces the clutter of having sign after sign after sign” throughout the terminal, she said.
Wide-screen LCD panels in the gate-hold and baggage-claim areas will allow businesses to show visual ads of either seven-second, 14-second or 21-second duration, she said.
Consumer studies have shown that motion and scrolling technology in advertising increases message retention among consumers to 94 percent, compared with 43 percent for static advertising, according to IAA.
Kennedy said IAA will install its proprietary Digital Passenger Assistance Service System (DPASS), which uses touch-screen technology to connect travelers with local businesses and services.
“By highlighting the diverse businesses and attractions of the region, Westchester County Airport will serve as a warm welcome for visitors to the community while maximizing the value of the business advertising investment,” Kennedy said.
The county airport currently has about 40 advertising spaces. The number of advertisers is expected to increase after the display upgrade, Kennedy said.
Interspace Airport Advertising will do the work under a 10-year partnership extension with Westchester County. In New York, the company also partners with Stewart International Airport in Orange County and with regional airports in Albany, Buffalo, Ithaca and Syracuse.
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