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Birmingham Airport gets exotic outdoors

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By The Drum Team, Editorial

June 2, 2010 | 2 min read

Emirates Airline is running a striking outdoor campaign which will engage passengers at Birmingham International Airport for the next year.

The multi-format campaign, created by Chemistry Communications, planned and bought by Starcom and Kinetic, and booked through Clear Channel Outdoor, includes creative work taking over both the AirRail Link trains and a network of 18 backlit units located along the entire exterior of both terminals.

The campaign promotes Emirates’ twice daily services from Birmingham to 'exotic' destinations in Africa, Australia, China, the Far East and Dubai. It targets people who visit the airport but may not be aware of the breadth of flights available to them with Emirates.

The two Birmingham AirRail Link trains, which run along a 585m long monorail track every two minutes between Birmingham International Airport’s passenger terminals and the airport rail station, have been completely wrapped, internally and externally, with designs featuring icons relating to each region. Complementary footage is also displayed on digital screens in each train.

For the first six months, one train will appear to have a Chinese ceremonial dragon onboard, while the other will look as though African safari animals such as a lion, monkey and zebras, are inside. After six months, they will be replaced by imagery promoting Australia and the Far East.

This ambient activity is supported by a poster campaign which dominates the exterior of the airport.

Conrad Clifford, vice president UK & Ireland for Emirates, said: “The creative has met the brief to raise consumer awareness of our twice daily service from Birmingham to key regions in our network in a very eye-catching and appealing way.”

Birmingham Airport Emirat Twitter

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