Festival Season Takes Flight

Heineken Tunes Into Coachella's Beat at LAX

For Heineken, one of the principal sponsors of Coachella, airport advertising has become a pivotal extension of its branding strategy. With over 250,000 attendees swarming to America’s largest music festival across two weekends, Heineken has smartly expanded its promotional reach to the critical junction of Los Angeles International Airport (LAX), employing our comprehensive Prestige Digital Network. The network’s full airport coverage ensures that both domestic and international arrivals are engaged with Heineken's festival messaging. To expand this reach even further the beer brand is also employing large format banners in the Terminal 7 bag claim area, known to be a high dwell time environment.

As the most proximate major airport to Coachella's desert stages, LAX sees a surge of festivalgoers pass through its gates. The airport acts as a critical hub, funneling the sizable domestic and international audience directly to the festival grounds — with international visitors arriving via Terminal B, the largest international terminal in the country. This influx is significant, as evidenced by Gitnux's data, which reports that 22.6% of Coachella's audience hails from abroad. Strategic ad placements throughout these terminals elevate Heineken Silver, the brand's lighter, crisp variant designed for the sizzling festival environment, to the forefront of these global music enthusiasts' minds.

Coca-Cola Harmonizes with 'Sips & Sounds'

Coca-Cola is orchestrating its own chorus with the ‘Coca-Cola Sips & Sounds Summer Festival’ in Austin. By placing advertisements in the buzzing terminals of Dallas and Houston airports, Coca-Cola aims not just to reach three of Texas's busiest airports but also to encircle Austin with its resonant brand message. This approach isn't just sound; it's strategic. A Nielsen study reveals that one-third of festival goers frequent more than one festival each year, demonstrating the potential for lasting brand resonance with a young, travel-savvy demographic. Coca-Cola's airport ads serve as both billboards and invitations, showcasing the artists and essential details of their proprietary festival – a symphony of sights and sounds aimed at amplifying brand loyalty.

The Power of Event-Based Airport Advertising

The effectiveness of event-based airport advertising cannot be overstated, especially during the festival season. Advertisers, whether event sponsors or not, can harness the excitement of festivalgoers, positioning their products and services in the direct line of sight of their ideal consumers. It's this confluence of strategic placement, targeted messaging, and audience enthusiasm that amplifies the reach and resonance of airport advertising campaigns during one of the busiest and most vibrant seasons of the year. With upcoming festivals around the country such as Lollapalooza in Chicago and Rolling Loud in Miami there are plenty of advertising opportunities to come.