Latest Displayce & Dentsu research showcases the effectiveness of prDOOH in airports as a tool to raise brand awareness

Targeting affluent travelers in the U.S. through increased brand awareness of Sofitel hotels

A prDOOH campaign was launched aimed at affluent travelers over 35, running from November 2 to December 2 2023. This campaign utilized precise geo-targeting and contextually tailored creatives to effectively reach Sofitel’s target audience. 

A particular focus was placed on six key states with international airports which are in the vicinity of Sofitel hotels, ensuring maximum visibility and engagement with potential guests as they travel.

Campaign plan: 

• 310 points of interest 
• 341 DOOH screens 
• 2M DOOH plays

Targeted Advertising in International Airports to Reach Affluent Travelers

Geo-targeting

• To enhance message visibility among affluent travelers, targeted advertising was implemented in all international airports, where Sofitel hotels are located, including Illinois, California, New York, Washington, Texas, and Pennsylvania

Creatives 

• Various creatives were used to maximize impact across both vertical and horizontal panel formats. 
• Day-parting used to focus on high-end airlines
• Private negotiations to secure lower rates for baggage claim screens, balancing CPM costs
• Budget allocations to proportionality of screens: 50% of funds to the New York and California market, 50% to remaining states 

prDOOH generates brand awareness and familiarity 

Happydemics’ brand lift study carried out to measure the impact of the activation:

7 questions asked to a test group of 300 users exposed to the campaign and a similar control group who was not exposed.

KEY FINDINGS from test group when compared to control group:

• +44 pts Uplift in specific interest 
• +27 pts Uplift in brand consideration 
• +13 pts in brand familiarity