BAA ‘sandwich board’ deal nets Motorola as first client

Motorola has signed up as the first client to take advantage of “wearable media” company Adwalker’s deal with airport operator BAA.

The three-year contract will allow outdoor specialist Adwalker to sell space on LCD screens, worn by models who will patrol airports to increase campaign visibility.

The agreement with BAA initially covers Aberdeen, Edinburgh, Glasgow and London Heathrow airports. Adwalker hopes to offer a marketing platform to BAA’s partners and concession owners, while allowing existing clients to gain access to over 140 million passengers across the BAA portfolio.

Motorola used the technology at Heathrow to target delegates departing for last week’s 3GSM conference.

Simon Crisp, Adwalker group chief executive, says: “Airports are unique shopping and marketing environments because passengers have considerable ‘dwell time’ to fill. This deal gives companies a new way to extend brand interaction with consumers in a high-quality, high-footfall environment.”

John Pizzamiglio, head of media at media@BAA, adds: “Brand owners will benefit from an engaging, interactive media platform.”

Adwalker provides advertising, promotions, comp- etitions and vouchers, and instant data capture.

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