It can’t have escaped anyone’s attention that recent years have seen an explosion of what might be called “non-traditional” media. Online, experiential, word-of-mouth and a variety of other new communications channels have proliferated offering an alternative to the display advertising that has dominated our media world for decades. New media have emerged, and so-called old-media have expanded their offering to incorporate appropriate elements of the new. As arguably the oldest of the old media outdoor is no exception to this trend. At its most straightforward (and often most effective) outdoor offers a truly effective platform to build brands through highly visible display advertising.

The recent study from the OAA “Outdoor builds brands” proves this beyond a shadow of a doubt. However, we also increasingly offer the opportunity to augment this branding power with experiential activity, interactivity, or even sponsorship. At JCDecaux Airport we’re currently taking to market a truly spectacular advertising and sponsorship opportunity – the chance to brand the Heathrow Express trains. This could incorporate external train wraps, internal branding, and on-board wifi sponsorship. With over 5 million global businessmen using the service annually the basic branding opportunity is undeniable – it’s what outdoor does so well. But by becoming part of the transport system infrastructure an advertiser also has the opportunity to benefit by association with the brand values of Heathrow Express itself – whether that’s speed, certainty, professionalism, or any of the other many strong associations that come with this successful global business brand. It’s truly an Impact advertising proposition, but one that comes with a whole extra layer of potentially positive brand associations.