This idea is archived

Handrail Media on Escalators and Travelators

Provided by Publicis Blueprint
Advertising on escalator handrails captivating passengers with brand targeted and directionally focused displays.

Tell us about the Opportunity / What is it?

The next big advertising opportunity in the Out Of Home market. Handrail advertising offers a unique high impact medium for catching potential customers near to point of sale environments. With an unprecedented engagement time of up to 30 seconds, Handrail Media gets your brand message right in front of the customer and holds their attention for longer then other forms of advertising media. Surveys have shown a considerably higher recall for Handrail Media compared with traditional mall formats converting to a higher ROMI and increased sales for the client.

What is the Marketing Objective?

A unique high impact medium for catching potential customers near to point of sale environments.

How does it work?

Handrail Media transforms escalators from a mundane means of transport into a vibrant, highly creative, conversation starting, directional brand targeting medium. We can deliver regional and national campaigns in high customer traffic locations such as the majority of the UK shopping malls and other venues such as the NEC and O2 Arena. Handrail Media uses a patented, high resolution visual film that offers maximum impact to a captive audience.

Who's used it in the past?

Highly successful brands including Taco Bell, McDonalds, Dettol, Vodafone Nestle, BMW, HSBC and Reckit Benheiser's Vanish have all displayed on escalator handrails. The Taco Bell campaign recorded an 87% prompted recall of handrail advertising and a 40% unprompted recognition of the Taco Bell brand. Of the 100 passengers surveyed, 72% registered an interest in the client whilst 34% planned to visit the fast food retailer in the near future. Please see the above attached quotes from various sources.

Features / Benefits

Consumer brands should use Handrail Media as a central part of their out-of-home strategies. They provide a unique advertising concept individually or as a successful part of an integrated multi faceted campaign at a vital point of customer engagement. Handrails are freely accessible to the general public in high frequency areas providing an ideal way to hardwire brands and their message into captive customer's minds. Independent surveys have found that they have the ability to generate over twice the average recall of poster sites.

Guide PriceReach & FrequencyTarget AudienceMedia Types
£0 to £50kAll Adults, families and main shoppers.
All adultsBoth
All
Main Shopper
NON-TRAD OUTDOOR
RETAIL MEDIA
UNUSUAL
LocationTimingsMarketing ObjectiveOpportunity Type
NATIONAL, All RegionsAll YearBUILD AWARENESS
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