Marketing Initiatives Kit 2018/19

Transcription

1 Marketing Initiatives Kit 2018/19

2 Overview Melbourne Airport sees in excess of 96,000 passenger movements every day. The Marketing Initiatives Kit outlines the assets utilised by Melbourne Airport to support our retailers commercial and marketing needs throughout the year. This presents a significant opportunity for retailers to maximise average spend per passenger and revenue to their store. For further information about any opportunities in this guide, please contact: Stephen McInerney Marketing Specialist stephen.mcinerney@melair.com.au Jo Menzies Digital Marketing Manager jo.menzies@melair.com.au

3 Digital & Social Media Initiatives Website With more than 3.7 million visits annually, our airport website is one of the first places passengers and potential visitors search to find information about the airport and our retailers. We can offer you the following opportunities on our airport website, to help customers discover your store and prompt a visit. Individual Store Listing Store listings appear in the relevant airport section Shop & eat, they allow customers to find out more about your brand, find your contact details and see your location within the airport. Store listings include: A description characters Your store image 294 pixels (w) x 251 pixels (h). Please ensure your image is of high quality and representative of your brand Your store logo 115 pixels (w) x 56 pixels (h). Please supply logo on a transparent background Phone number Trading hours Website URL (address) Payment methods 3

4 Digital & Social Media Initiatives continued Seasonal Sales & Special Offers We are happy to promote your retail offers. We may also promote seasonal events such as Mothers Day, Easter, Christmas etc as the need arises, and will contact you for such events. For standard offers, please provide: A short, catchy headline (2 to 4 words approx.) 1 to 2 sentences (max) about the offer Offer start and end dates Any applicable terms and conditions Small tile 291 pixels (w) x 249 pixels (h), please ensure image is not crowded by text as the offer description will take care of the details Homepage Features 1685 pixels (w) x 400 pixels (h), please ensure white gradient wont effect image choice. We also recommend keeping any key visuals to the right of the banner 1000 pixels x 1000 pixels Short title max 50 characters Description maximum 35 words Footer Banner Header 10 words max Description 25 words max Call to action 4

5 Database/EDM Melbourne Airport newsletters are sent monthly to our airport subscribers (passengers and staff). Content should be engaging and enticing to its audience, successful stories include a call to action with an exclusive offer running over a period of time that is above and beyond what is normally offered in store. Bookings and all content are subject to space availability and editorial approval. EDM Types Parking Deals (Approx 200k recipients) Flight Deals (Approx 200k recipients) Quarterly News (Approx 400k recipients) Story Specifications Header max 50 characters Max 100 words Jpeg Image 300 pixels (w) x 300 pixels (h) Web link or other.pdf file Optional: voucher / coupon Callout specifications 5

6 Social Networking Facebook /MelbourneInternationalAirport Our Melbourne Airport Facebook page has over 85,000 fans. Our Facebook fans want credible, aviation first, newsworthy information over generic content which is accessible anywhere. Our organic posts relating to aviation stories, new aircrafts and airlines are very popular. In our experience we have identified that to gain a stronger engagement rate for our retailer posts we need to publish them as a paid sponsored ad to a targeted audience. Content such as video footage advertising an experience works extremely well for our page. Follow us on the Melbourne Airport official instagram account and share your news and offers by tagging us #hellomelair Biz Tweets Messages This channel of communication is predominantly used for terminal wide campaign activity. Up to 280 characters in copy Image size to be 400 pixels (w) x 400 pixels (h) Frequency of tweet: Its tweeted once to everyone who has subscribed to a flight that is departing or arriving at that specific terminal. The timing of when the tweet occurs is generally 45 mins before a flight when we assume there s dwell time, this can be changed depending on message. 6

7 Promotional assets In-Terminal T2 All airport assets are subject to content approval and availability. T2 Eyelit lightboxes T2 Departures Landside 4 double sided Lightboxes Specs: 1012mm (w) x 1505mm (h) Visual area: 980mm (w) x 1480mm (h) T2 - Arrivals Pillar Posters T2 Arrivals Landside 4 pillars Specs: 1220mm (w) x 1778mm (h) T2 - Circular lightboxes T2 Departures Landside 4 pillars with x3 posters each Specs: CB1 & CB4 (opp SGH3 Travelex) 1100mm (w) x 2850mm (h) per face CB2 & CB3 1240mm (w) x 2868mm (h) per face T2 - Flight Information Display (FID) Screens T2 Departures Landside 2 Screens Specs: 456 pixels (w) x 674 (h) pixels Portrait orientation JPEG Format T2 - Departures Pillar Posters T2 Departures Landside 10 double sided pillars Specs: 1220mm (w) x 1550mm (h) 7

8 Promotional assets In-Terminal T3 and T4 Metro Executive Screens Melbourne Airport requires the following artwork to be supplied for inclusion in digital materials. Animation - HD MPEG-4 Video Media files should be sized to screen resolution 1080 pixels (w) x 1920 pixels (h). 9:16 Portrait format. File format is MPEG-4/H.264 AVC at 20Mbps. Frame rate for all media is 25 as per PAL standard. Max duration is 7 seconds. Static content - JPEG JPEGs should be saved with maximum quality settings to minimize compression artefacts. Media files should be sized to screen resolution 1080 pixels (w) x 1920 pixels (h). 9:16 Portrait format. File format is JPEG. Files need to be saved at 72dpi. Each static content file will be displayed for max 7 seconds. 8

9 Promotional assets In-Terminal T4 The Halo 7 TVC with Audio All creative uploaded to the Halo needs to be brand or product advertising not price point leading, with 80% pictures and 20% copy. Melbourne Airport requires the following artwork to be supplied for inclusion in digital materials. Option 1: Animation - HD MPEG-4 Video File format is MPEG-4/H264 AVC at 20Mbps. To be supplied as MP4 file. Frame rate for all media is 25 as per PAL standard. Duration is 7 seconds. Audio: AAC AudioCodec: AAC Bitrate: 16bit Sample rate: 48kHz Channels: Stereo Audio levels: Reference (dbfs): -20 Max True Peak (dbfs): -2 LKFS: pixels (w) x 768 pixels (h) Your creative will repeat 4 times around The Halo Option 2: Animation - PNG Sequence Media files should be sized to screen resolution 10,928 pixels (w) x 768 pixels (h) 128:9 Landscape format File format is PNG Sequence Frame rate for all media is 25 as per PAL standard Duration is 7 seconds Please note Media and audio files are to be supplied separately Audio: AAC File Format: AAC AudioCodec: AAC Bitrate: 16bit Sample rate: 48kHz Channels: Stereo Audio levels: Reference (dbfs): -20 Entire Canvas: 10,928 pixels (w) x 768 pixels (h) 9

10 Staff Advertising Opportunities Melbourne Airport currently has over 14,000 staff members who would be exposed to the below advertising. Staff Car Park Bus Shelter Window Decal The staff car park window shelter contains the opportunity to reach over 10,000 staff members daily. Specs: 1856mm (w) x 4591mm (h) Detailed specs available on request Staff Car Park Bus Shelter The staff car park bus shelter screen contains a television with scrolling retailer offers. Specs: 1280 pixels (w) x 720 pixels (h) Staff Bathrooms Posters T2 The staff bathroom posters contains the opportunity to reach over 10,000 staff members daily. Specs: 420mm (w) x 600mm (h) Specs: 840mm (w) x 1200mm (h) 10

11 Paid Opportunities ooh! Media ooh! Media manages internal and external large format advertising at Melbourne Airport. ooh! offers an extensive range of advertising formats in key areas of the airport such as ticketing, arrival and departure concourses, near business lounges and in baggage claim. ooh! Media is specifically located in high-traffic areas to ensure maximum exposure. Media options range from digital networks offering flexibility and real-time messaging to high-impact billboards and light boxes and ambient executions If you are interested in advertising opportunities within T2, T3 or T4 at Melbourne Airport, please contact: Elise Taylor Commercial Director - Fly Phone (07) elise.taylor@oohmedia.com.au oohmedia.com.au 11

12 melbourneairport.com.au