, May 2007 issue
Airport security bins have become a fixture in travelers’ lives. So marketers have embraced them as a perfect canvas for ads.
St. Petersburg, Fla.-based SecurityPoint Media originally came up with the idea of security-bin advertising shortly after 9/11. The company contacted the TSA with the idea, which liked what it saw. “As long as we can deliver security, we are comfortable with private sector innovation,” explains Lara Uselding, Midwest public affairs manager of the TSA.
There are multiple benefits. Advertisers can reach an upscale demo, the TSA saves money on equipment, and the airports can even get a cut of the profits.
SecurityPoint Media execs project they’ll have their bins at 40 airports across the country by the end of 2007.
So far, Rolodex is the only advertiser that has signed on, but SecurityPoint president Joe Ambrefe says interest has been outstanding. The bins, he adds, are “perfect for brand advertising to a very focused consumer.”
Tricia Despres is a freelance writer, who has worked at Starcom Mediavest and Discovery Communications.