The Task
A leading architecture firm engaged KILSA Group to develop the advertising strategy and asset allocation plan for a new mega terminal. The objective was to align the commercial approach with the latest trends in out-of-home (OOH) advertising, while supporting the client’s ambition to create a terminal that sets a global benchmark for passenger experience.
Our goal was to deliver a strategy that strengthened the terminal’s differentiation, enhanced the overall sense of place, and provided brands with a distinctive, high-impact platform.
Our Approach
To meet these objectives, we began by assessing emerging trends in OOH advertising, focusing on airport environments and drawing on insights from other media channels. This external review included a detailed benchmark of advertising media plans across competing hub airports, alongside discussions with regional advertising operators to capture market-specific dynamics and commercial expectations.
Building on this foundation, we defined the overarching advertising strategy—covering audience segmentation, format typologies, and design guidelines. Particular emphasis was placed on ensuring that the strategy complemented the terminal’s architectural identity and supported the intended passenger journey.
We then developed a comprehensive advertising asset plan for the terminal, identifying optimal locations for each format to maximise visibility, dwell-time exposure, and overall impact. The plan was closely coordinated with the interior and retail design teams to ensure seamless integration of advertising assets, unlock cross-selling opportunities, and reinforce a cohesive design narrative across the terminal.
The result
The client approved the strategy during the Concept Design phase, enabling its integration into the Preliminary Design phase—confirming confidence in the robustness of the approach and its alignment with the terminal’s long-term vision.