This summer, beverage advertisers are leveraging the influx of travelers during the busy season to promote partnerships, celebrate anniversaries, and gain market share in a crowded marketplace. These airport campaigns benefit from high visibility in a captive environment and create opportunities for brands to engage with a diverse, often affluent audience, making this placement an integral part of any summer marketing strategy.
Co-Branded Limited Releases and Event Sponsorships: Promoting Partnerships for Extended Impact
The power of co-branding lies in shared audiences, increased engagement, and amplified resonance. Airports, a highly impressionable platform with access to mass audiences, provide the perfect platform for such initiatives.
Coca-Cola, in collaboration with the Star Wars universe, has launched a thrilling campaign that captures the imagination of travelers in Texas airports. The ‘collect the galaxy’ initiative showcases limited edition Coca-Cola packaging adorned with iconic characters from the Star Wars saga. These creative ads are displayed prominently throughout Dallas Fort Worth International, George Bush Intercontinental, and Houston Hobby airports on our premium digital formats, sparking the excitement of movie enthusiasts and collectors alike. The campaign is taking advantage of the formats’ digital flexibility to display the campaign in both English and Spanish- a smart market specific choice for the increasingly multi-lingual state (Census data reveals that more than 1-in-4 Texans speak Spanish at home!)
By leveraging the expansive reach and diverse demographics in airports, Coca-Cola aims to create a buzz that extends far beyond beverage consumption.
Event sponsorships are another way beverage advertisers are reaching new audiences! Beer brands Michelob Ultra and Budweiser both took to our large format digital panels at Los Angeles International Airport to extend the impact of their event sponsorships and reach traveling audiences. Michelob Ultra’s sponsorship of the U.S. based FIFA Club World Cup benefits from the growing interest in soccer throughout the country, whereas Budweiser is targeting some of the world’s largest music festivals- in one of the nation’s busiest and most connected international airports.
Big Anniversaries Deserve Big Ad Campaigns
Anniversaries present a prime opportunity for brands to reconnect with loyal consumers while sparking intrigue among new audiences. Celebrating milestones in grand fashion, especially in the sprawling spaces of airports, ensures that these critical moments don't go unnoticed. To celebrate its 130th anniversary, Topo Chico is making waves across Texas airports with a compelling advertising campaign. By capitalizing on high foot traffic and strategic placements across full airport digital networks in the gateways to Houston and Dallas, Topo Chico’s longstanding heritage shines through vibrant displays. This campaign not only highlights the enduring popularity of Topo Chico but also reinforces its identity as a beloved, refreshing beverage choice that has stood the test of time.
Brand Awareness during Peak Consumption Periods
Summer, synonymous with leisure, warmth, and festivity, marks an opportunity for beverage brands to capture attention and sales as consumers seek cooling refreshments during beach outings and barbecues. However, in the summer of 2025, the alcoholic beverage industry, while seeing increasing revenues, is experiencing a dip in sales volume; experts state the next few weeks leading up to Labor Day will have substantial impact on brands’ success this year. With this critical period aligning with the peak season for air travel, airport advertising is a natural solution for brands looking to increase summer beverage sales. In addition to promoting event partnerships with brands Budweiser and Michelob Ultra, Core & Beyond beer leveraged our airport advertising placements to stay top of mind with perfect-for-summer light beer Stella Artois.
Whether looking to extend the impact of brand partnerships, celebrate anniversaries, or grow seasonal market share, airport advertising serves as a powerful tool for brands aiming to enhance visibility and forge meaningful connections.