To promote the 2009 Canton Fair in 12 countries across 5 continents.
Using airport advertising is an effective way to connect with consumers on the move. The high frequency delivered by the formats was excellent in keeping the Canton Fair tradeshow front of mind. In August 2008, Mediakeys secured a global campaign launched simultaneously in 13 airports worldwide: Roma, Milan, Frankfurt, Amsterdam, Moscow, Toronto, Los Angeles, Rio, Santiago, Sydney, Auckland, Tokyo & Hong Kong. The four-week outdoor activity was designed to raise general awareness across the 12 countries.
The launch of the 2009 Canton Fair received massive media attention and the outdoor campaign also made a strong impression. In the first wave of research, in Roma, 56% of respondents said they had seen the ad at the airport.
