EYE Launches Digital Countdown To Valentine’s Day

Gail Chiasson, North American Editor

Airport media specialist EYE has launched a digital countdown to Valentine’s Day which started Feb. 1 and will run across its entire digital network for the two weeks prior to February 14.

The campaign is designed to remind flyers of the special day and the excellent shopping opportunities available within the airports in which the campaign is running.

In addition to the full Digital Eyelite networks at Manchester, East Midlands and Belfast International airports, the countdown is also running on two of EYE’s landmark formats at Manchester Airport: the 103” portrait digital panel, located just outside Terminal 1’s prestigious Biza retail area, and its Landscape Digital sites, located at the entrance to the Outbound Control areas in Terminals 1 and 3.

The ‘seven seconds’ animation was produced in-house and the changing countdown creative demonstrates the flexibility of EYE’s digital platform.

“Our digital portfolio provides a unique opportunity to deliver tactical campaigns to support seasonal messages,” says John Rankin, general manager, EYE UK. “Through cutting-edge 3G technology, clients can take maximum advantage of its content flexibility and deliver time-sensitive messages.”

Insights from EYE’s three Eye Tracking studies reveal that 82%1 of EYE’s digital formats are viewed in the first second of a moving creative; 80% of viewing digital panels is focused on the image with 15% of time spent on the text and 5% of time on the logo.

Eye Fly manages six airport advertising concessions in the U.K. including Manchester Airports Group (Manchester Airport, East Midlands Airport, Bournemouth Airport and Humberside Airport), Cardiff Airport and Belfast International Airport in Northern Ireland.

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