Aktuelles

The eight concrete towers in the inner ring road of Berlin Tegel airport have been firmly in the hands of SIXT since 2004. For the branding “Winners have a SIXT Sense“ Germany’s biggest car hire company commissioned the designer and facade artist Oliver Kray to come up with something really special. After two weeks’ non-stop work SIXT now impressively dominates this space.

The challenge for the Berlin artist, who comes from the city’s graffiti scene, was to transfer the unusual and complex design to a total area of over 1,000 square metres, paying great attention to the very special shading and colours.

Together with the Paderborn-based painting company Ahle and paint manufacturer Caparol, Oliver’s team for the very first time worked with the so-called “spray technique” and used low pressure spraying equipment to apply a specially chosen paint to the facades of the towers.
The enfant terrible of facade art and his teammates continually checked their progress from a variety of different angles to ensure that even the smallest detail in the SIXT design was projected onto the concrete towers as accurately as possible.

Coloramas, posters, banners: passengers and visitors at Berlin’s airports airport are surrounded by advertising, and for many advertising professionals airport adverts are one of the true highlights in the range of marketing tools. Clients wishing to advertise at Schoenefeld and Tegel can rely on our highly professional team of five marketing experts to provide full support throughout planning and execution.

The Airport Advertising department was set up as an independent team in 2005, and was entrusted with marketing the advertising space at Berlin’s airports. The present team is headed by Manfred Schüßler, formerly of Fraport, who is an acclaimed expert for airport advertising.

One member of the team who has been there since the very beginning is marketing expert Anja Petrick. Later, she was joined by marketing and advertising expert Martin Neuss, who brought with him considerable expertise from a number of advertising agencies, and Julia Rudtke, who switched from PR to airport advertising. The youngest member of the team is Peter Hofmann, whose professional background is in media planning.

The five communications experts advise and support advertising and media agencies, specialist agencies for large-scale adverts and direct clients. They coordinate bookings and develop new concepts for new advertising spaces. Currently, their biggest project is preparing the marketing drive for advertising space at the new Airport Berlin Brandenburg International BBI, which opens in 2012.

The world’s fashion fans are already looking forward to July, which is when the Berlin Fahionweek dominates the city for several style-packed days. Berlin Airports will also be dressing up in style to mark the event and show the world that Berlin is truly chic. Berlin’s airports are ideal place to add a bit of extra glamour to fashion brands. We take a brief look forward and pinpoint the most popular advertising spaces for the fashion industry.

For fashion labels aiming to address arriving passengers, the Tegel Arrivals package with eleven coloramas at the baggage collection belts is the ideal choice. For companies only planning a short campaign, the poster nets with 15 advertising spaces (bookable by the week) are a very affordable alternative.

The taxi coloramas are a brilliant way to send passengers on their way into the fashion capital with a bold brand message: 43 per cent of all passengers leave Tegel Airport by taxi.

For companies who prefer flamboyant and extra-wide there’s the 12 x 1.5 metre wide wall wrap in Terminal C, which lets the brand truly dominate the airberlin terminal. The Berlin Airports Media Data provide an overview of all the advertising spaces available at the city’s airports.

One of the oldest and most established forms of advertising has made a comeback at Tegel Airport: flags! Hung from poles and lighting masts outside, they dominate the access roads and some of the car parks at the airport. As their first motif the textile adverts will be displaying the Women’s Football World Cup.

For the past few weeks 100 flags have been flapping serenely in the wind on 50 lighting masts at Tegel Airport, creating an eye-catching focal point. The masts, each hung with two flags, are distributed over the entire public area of the airport, from Terminal A to E. Each sized 80 x 50 cm, these may be fairly small advertising spaces, but the quantity definitely attracts attention.

This is an advantage that the Women’s Football World Cup was swift to pick up on and its motives have dominated Tegel for the past few weeks. As a company with an enduring passion for sports, Berlin Airports supports the Women’s Football World Cup in Germany and we’re keeping our collective fingers crossed for the German team as they set out to defend their title.

Berlin is the No. 1 trade fair and conference location in Germany and one of the most significant worldwide. While the airports provide a gateway to the trade fair capital, airport advertising is the most effective means for greeting trade fair and conference visitors. Attractive short-term offers are available to event organisers and exhibitors via the Airport Advertising team.

Compare weekly passenger figures around Fashion Week for the years 2009–2011, for example, and the potential of airport advertising becomes all the more clear: during the respective fair weeks, passenger figures in Tegel and Schoenefeld rose by up to 23 per cent.

Our tailor-made advertising formats at trade fairs and conferences can be booked weekly, drawing the attention of the right target audience at the right time to the respective event. This gives advertisers even more cost-effective flexibility.

Be it greeting trade fair visitors or conference participants as soon as they land or not until they are on their way to baggage reclaim: advertisers can practically accompany incoming passengers from the jetway to the taxi stands with various advertising formats.

Available are coloramas in the jetways, foils in the disembarkation area, posters in arrivals, foils on the sliding doors of baggage reclaim as well as danglers and coloramas at the taxi stand.

Visit http://tradeadvertising.berlin-airport.de for more advertising options on a weekly basis. Thank you for your interest!

For example, advertisers can learn that 43 per cent of passengers in Tegel are business travellers and 83 per cent of passengers in Schoenefeld are holidaymakers.
Also of interest are the top travel destinations of Tegel – Frankfurt (domestic), Zurich (within Europe) and New York (intercontinental) – and Schoenefeld Airport – Cologne, Bonn, London and Tel Aviv.

This and much more information can be found in the Facts & Figures brochure in clear charts and overviews. Detailed plans of the Berlin airports provide additional information on the location of each terminal, the 164 destinations in 52 countries and the key airlines.

Information is, of course, also provided on the increasing number of passengers (22.3 million in 2010) at the Berlin airports. Finally, the outlook for the new Berlin Brandenburg Airport (BER), which is due to open on 3 June 2012, completes the range of information offered.

Both a printed and digital version of the Facts & Figures brochure is available from the Airport Advertising team on request. Simply e-mail werbung@berlin-airport.de.

Advertising formats at Tegel Airport attract attention and deliver advertising messages direct to target audiences. In order to boost impact even more, the airport’s advertising team built a special display for Philips for the IFA 2011 in Terminal E. To welcome arriving IFA visitors, the colorama next to the baggage belts was framed by a special wall branding, transforming the colorama into a real TV set and making it a real eye-catcher.

The reach and impact of this special advertising format was impressive. Terminal E primarily handles passengers travelling on the airlines Lufthansa, KLM, Scandinavian Airlines and Brussels Airlines.

All of these passengers had to walk past the 800cm wide and 150cm high wall branding and colorama. The fact that 75 per cent of all passengers arriving at Tegel have checked baggage means they have to wait at the baggage reclaim belts which substantially increased exposure time and frequency.

In addition to this special advertising format, Philips advertised its brand message to IFA visitors on all arrivals displays and selected displays in the parts of Tegel Airport that are open to the general public. Every year, IFA – which is the world’s largest trade show for consumer electronics and electrical household devices – also advertises at Berlin’s airports. More than 20 per cent of all advertising spaces are booked by IFA exhibitors during the show.

For a press event to mark the market launch of the second generation of the BMW 1 Series, the Munich-based car makers rented the roof of the P2 car park at Terminal D as the venue for their PR event. In July, 600 square metres of car park were transformed into an attractive car world with an adjacent lounge area.

The car park deck, which has an area of 600 square metres, was transformed into an exclusive presentation area for around 30 BMW 1 Series cars. The BMW pavilion, a temporary building with a floor space of roughly 300 square metres, housed a closed hospitality area, an open lounge and a bar.

The location, right next to Terminal D, is especially attractive due to its close proximity to the airport. Creating the event location presented a considerable challenge, both for the project team at the airport and the Berlin agency Blue Scope, which was responsible for the concept, planning and actually building and fitting the event site.

All materials had to be hoisted up onto the deck by a crane specially erected on the apron, which was in operation for four nights. As the load bearing capacity of the car park is limited, everything had to be built using light-weight structures. The finished structure, which was open from 11 to 29 July, was a welcome centre for national and international media representatives who were invited to pick up and test drive one of the new BMW 1 Series cars. In addition to receiving information and the loan of a BMW 1 Series, the journalists had access to a bar serving drinks and tasty snacks.

BMW also uses other advertising spaces at Tegel Airport as part of the company’s communication campaigns. The new version of the BMW 1 Series was, for example, featured on a giant poster at the airport.