Managed and implemented by branding experts, Graffiti, the branding of the King Shaka air bridges ties in with Hyundai’s premium brand image and aims to reaching its higher LSM target audience of business travellers and holiday makers who choose to fly.
Comments Hyundai Automotive SA Operations Director, Albrecht Grundel, “Our aim with Hyundai’s outdoor communications has always been to steer clear of conventional media and instead focus on unique outdoor spectaculars and high impact sites such the Montecasino Balloon for instance. Having commenced our airport campaign with air bridges at Cape Town International Airport during the 2010 FIFA World Cup, our latest advertising campaign formed a great opportunity to extend our use of this medium through Graffiti at King Shaka Airport.”
Each creative execution spanned a massive 29 x 3 metres and, with no fewer than 28 banners installed, the installation team utilised 770 metres of steel cabling and approximately 2300sqm of printed material in total.
Graffiti Managing Director, John Rice, elaborates: “The Hyundai air bridges formed a particularly challenging installation for us in that we were unable to use traditional contravision on the bridges and no holes were allowed to be drilled into the actual bridges on which to secure the branding. We therefore had to create an aluminium bracket system on each air bridge and then secure the branded material with 5mm plastic-coated steel cable.”
Despite the challenges of the job, the entire installation took just four nights to complete with the installation teams working at night in the limited airport downtime of between 22:00 and 04:00 each night.
Ends Grundel, “This was by no means a straightforward job, but the end-result certainly is impressive. The air bridges create an effective first impression, being the first thing that passengers see upon arrival. There aren’t many outdoor locations that can guarantee that sort of impact.”
For further information regarding air bridge branding opportunities, contact John Rice at Graffiti on 011 691 8400 or 083 626 4562.