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The European Respiratory Society’s International Congress is a good example of an event that made good use of the possibilities that Schiphol Media has to offer. This congress took place in Amsterdam RAI in September 2015 and attracted over 23,000 visitors from all over the world.

A breath of fresh air

The media products used by ERS, and their partner I amsterdam, at Schiphol were selected in order to present passengers arriving at the airport with the various ads at different moments during the arrival process. After leaving the plane, travelers were faced with a Giant Lightbox1 as they walked towards Reclaim Hall. On entering all baggage halls, their attention was attracted by the network of lightboxes2 and digital screens hanging above every luggage belt. After leaving the baggage reclaim area, travelers heading out of the airport via Schiphol Plaza came across the final media products: the Vision Square lightbox and Astrovision at Jan Dellaert Square.

Inspiring fresh awareness

The goal of the congress was to raise awareness of various lung conditions, the function of lungs, and how to improve the way we look after them. Its theme was ‘Healthy Lungs For Life’. The European Respiratory Society (EPS) wanted to make everyone – from congress delegates to ‘ordinary’ travelers – more aware of the importance of having healthy lungs and breathing clean air.

The locations chosen to convey this message were Schiphol and Amsterdam, where the 25th Annual Congress of the ERS was being held.

ERS decided to use an extensive media campaign in order to reach different segments of the general public as well as actual congress visitors.

An inspiring campaign throughout Amsterdam

The media products used at Schiphol were part of the total campaign run by ERS in Amsterdam.These included a variety of additional outdoor media products such as bus shelters, billboards and even large, beautifully constructed stands set up on the Beursplein and the Dam.

The aim of the whole campaign in Amsterdam was to reach everyone living, working and traveling in the city, both before and during the congress. The role of Schiphol in all this was firstly to provide an initial touchpoint to reach and welcome all the congress delegates who were traveling there via Schiphol, and secondly to reach all travelers arriving at Schiphol.

Creating impact through repetition

The media products used by ERS, and their partner I amsterdam, at Schiphol were selected in order to present passengers arriving at the airport with the various ads at different moments during the arrival process. After leaving the plane, travelers were faced with a Giant Lightbox1 as they walked towards Reclaim Hall. On entering all baggage halls, their attention was attracted by the network of lightboxes2 and digital screens hanging above every luggage belt. After leaving the baggage reclaim area, travelers heading out of the airport via Schiphol Plaza came across the final media products: the Vision Square lightbox and Astrovision at Jan Dellaert Square.

All in all, around 940.000 people walked past the Giant Reclaim Lightboxes during the campaign period, and over 1,5 million passengers had the opportunity to see the advertisements in the baggage halls.

Next Case

Dior Sauvage: Raw and real

Dior chose Amsterdam Airport Schiphol to introduce passengers to Sauvage, its new male fragrance. Sauvage is the most important Dior launch in the past 10 years, with very promising initial results. Supported by a strong marketing strategy and international media campaigns, the new Dior creation has seduced customers with its virility, authenticity and freshness.

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