BAA agrees Cabvision deal

Cabvision, the taxi media company, is launching a bespoke channel for airport operator BAA. The channel will show ads for BAA services as well as highlighting new security measures that have been introduced.

The BAA Airport Channel will show four short films, presented by veteran newsreader Martyn Lewis, which explain the items that can and cannot be taken through security and on board. Another film, which stars makeover TV stars Colin McAllister and Justin Ryan, will show travellers that it is "shopping as usual" once through security.

Emergency measures were introduced in August after plans to blow up trans-Atlantic flights were discovered. Less stringent rules were introduced in November.

The three-month deal was brokered by Digital Media Sales and the campaign has been developed by broadcast marketing agency Sound and consultancy GCI London.

Cabvision rolled out its interactive TV advertising service in London’s black cabs in March. The service switches on as passengers get in and offers consumers access to a number of channels as well as news headlines.

The BAA Airport Channel will be listed in the Cabvision menu and will also be promoted across other Cabvision channels via an on-screen "hot button" promotion.


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