It’s Coming Home: Priceless

Adrian J Cotterill, Editor-in-Chief

Here’s the official press release from EYE about what we saw / wrote earlier with regard Mastercard and Manchester Airport – all very clever, just goes to show the REAL power of digital. We believe that the new digital screens only went live on Monday, Mastercard was booked on Tuesday and of course the campaign went live Wednesday in time for the big Champions League final.

Wednesday 21st May 2008

MasterCard use Digital advertising at Manchester Airport to target over 7000 Champions League football fans

MasterCard have used the tactical capability of EYE’s digital media to target Manchester United fans as they travel to the UEFA Champions League Final in Moscow.

With EYE extending it’s digital networks at Manchester Airport just last week, MasterCard’s campaign utilises a combination of large format landscape digital signage and EYE’s proprietary Digital Eyelite portrait format. Capturing 100% of the departing traffic from Terminals 1 & 3, MasterCard’s digital campaign delivers head-on viewing for all passengers queuing in the outbound control area, and reinforces the message through the security channel with a sequence of Digital Eyelites.

MasterCard took advantage of the immediacy and flexibility of the screens to launch a time sensitive campaign in the most relevant environment to the Manchester United fans as part of their UEFA Champions League Sponsorship.

Manchester Airport successfully launched over 7,000 Manchester United fans on 34 special flights to the Champion’s League Final in Moscow this morning.

The largest contingent was from T1, with 4,200 fans on special charters. The first special charter departed at 0407, and the last at 1109.

The MasterCard campaign was planned and bought through Outdoor specialist IPM and agency Universal McCann. The campaign runs from today for 2 weeks.

Inigo Melis, Head of Agency/Specialist Sales for EYE London commented: “MasterCard’s Digital campaign represents another significant vote of confidence in the investment we have made in leading Digital Airport OOH formats. This late campaign demonstrates the true flexibility of our Digital inventory and allows MasterCard to deliver the right message on the right format and in the right environment”

Take a look at the photo we have at the moment here

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