Laqshya aims to provide best innovative marketing solutions at the eighth largest airport terminal of the world.
BestMediaInfo Bureau | Delhi | December 16, 2010
Laqshya Media has been granted rights for promotions at the eighth largest airport terminal of the world - Delhi’s IGI Airport Terminal 3.
For Brands, it’s simply not enough anymore to be just viewed benignly by lakhs of prime audiences – especially at an airport like T3 - with so many classy branded shops and a food court that would delight any foodie, all spread out most elegantly in a large expanse where it is a singular pleasure to be! Brands need to engage – to be at touch and feel range, to be experienced and sampled – to see different colors in which the car can be bought or actual trials booked, to check the feel of a laptop versus a notebook or to check out the latest a designer clothing brand has to offer in an ongoing fashion show – all while you are on your way to another city or on your way out of the airport … your first or your last experiences in Delhi for the moment! And that is precisely the experience that Laqshya Airport Media is laying out for brands at IGI – T3 together with DIAL, the managers of this largest airport in India which is already creating new records in passenger traffic and for its design and execution excellence.
Laqshya will provide clients with the best innovative marketing solutions, giving brands incredible new integrated marketing opportunities. The spaces at the airport are strategically located and fall at the confluence points of the passengers thus ensuring best visibility. These locations would be suitable to host a diverse range of promotions such as automobile displays, live shows, product demonstrations, turnstiles of various sizes, holographic and laser lighting along with audio, specially created studios for high end acoustic and visual demonstrations and so forth.
Alok Jalan, MD of Laqshya Media, said “As the new terminal marks India’s emerging aviation and logistics hub, DIAL is keen to provide the best possible services and facilities to its customers. I am sure we at Laqshya Airport Media, will stand together with DIAL to achieve that objective by raising the bar on quality and technology in experiential marketing and giving it a new meaning. We foresee a long and mutually beneficial association with DIAL at Delhi IGI Airport.”
The airport represents a phenomenal venue for interacting one-to-one with consumers who are willing and eager to be entertained, educated and engaged. Media studies reveal that airports deliver the greatest growth in reach over time. The advent of new travelers each month means higher incremental growth of audience reach is achieved, particularly over longer campaign periods up to three months. This makes airports a very competitive medium, especially when compared to other main stream media.
Laqshya Media CEO, Indrajit Sen says, “We are delighted to be awarded the promotional rights for Delhi Airport Terminal 3. Laqshya is the specialist in understanding how Flyers move through airport networks and the advertising they engage with. Having profiled distinct Flyer groups to identify mood, mindset, activities, dwell time and media engagement, we will provide advertisers with highly targeted opportunities. This is a key contract in the development strategy run by Laqshya in recent years as it positions Laqshya in the largest airport Terminal in South Asia. This will be the showcase to strengthen our position as leading outdoor advertising company with focus on emerging media formats across the country.”
The marketing campaigns will primarily target business travellers and professionals by engaging them at a time and place where they have the time to truly experience the product.
Sen further added, “We will introduce a unique premium experiential marketing platform with a strong interactive component that will make T3 a benchmark for the industry. Laqshya has built its expertise in this niche OOH media by successfully managing media at the RGIA Hyderabad Airport and this alliance underlines the professionalism, expertise and continuous innovation shown by Laqshya’s airport team and the success of the wider Group at managing large airport platforms. Our Experiential Marketing & Sponsorship Programs combine unique elements of sight, sound and touch in order to create positive and lasting brand experiences for millions of consumers nationwide.”
Delhi IGI Airport Terminal 3 has the capacity of handling about 35 million passengers a year. There are about one hundred and sixty eight check-in counters, forty nine immigration desks, seventy eight aerobridges, fifty emigration desks, ninety seven travelators and hi-tech Cat III runway landing systems making it possible to hold large number of passengers at the airport. There is a facility of Airbus A-380 as well to make the entire process of flying much more exciting and comfortable. After T3 airport in Delhi, only Changi airport in Singapore is the one which has more than sixty aerobridges at a single terminal.