Industry News




LAX Digital Displays Modernize Advertising and Passenger Experience

 

By Mike Rubin of MRA International

Seven large-scale digital display screens throughout the Tom Bradley International Terminal at LAX are changing the way airports and brands interact with passengers. The project, led by MRA International with assistance from Sardi Design, utilizes an immersive environmental media system (IEMS) that synchronizes advertising and flight information through a content management system.

A New Business Platform for Airports

LAX required that the IEMS provide a revenue platform, which would not only exceed the airport's current advertising revenues, but also provide a foundation for refreshing the passenger experience with new content. The goal was to create an atmosphere in no way akin to the media barrage of Times Square, but one that would utilize media to complement travel.

To address this challenge, the selected platform consists of three core components:

  • high value sponsorships,
  • an integrated advertising program supported by the IEMS infrastructure,
  • and digital activation of the terminal environment as an intelligent space for the terminal's broad array of tenants.

Challenges to Revenue Generation

The central challenge was that while sponsorship was widely used in the sports world, and more recently had been deployed in several public settings such as the New York City bike share system sponsored by Citi, no airport had embarked on such a program.

Because sponsorship requires naming rights and certain levels of exclusivity, the team needed to work for over a year with legal council to craft the rights and obligations that would secure what would become the first such program in the airport industry. It was determined that naming rights would be allowed for the digital displays and only high quality forms of content, meaning that it is beneficial for passengers, would be permitted.

Advertising Solutions

The sponsorship-supported content featured on the IEMS can include anything from traveler's guides to destination cities to local entertainment packages.

The media features have created a game-changing immersive experience that has significant implications for public space venues in the digital age. At the same time, this new business strategy offers brands a creative way to engage with their audience. The project is transforming the way passengers experience travel, time, and locale along with the ways they engage with facilities and each other.

Mike Rubin is the president and founder of MRA International.

Rubin will present a case study on the design project that produced the LAX Bradley International Terminal and its IEMS as part of the Dynamic Digital Environments Master Class at the Digital Signage Expo 2014.

For more information about DSE or to register to attend this or any other educational seminar or workshop and learn more about digital signage visit our events calendar.

 

Xcel Energy’s Data Center Efficiency program can help data centers and large-scale IT operations improve reliability and energy efficiency.


Visit our website today to learn about the design flexibility of a Morton building and the endless possibilities of partnering with our designBUILD team.


Wood construction is both cost and energy efficient. Check out Morton Buildings and our designBUILD team online today to discover all the benefits of post-frame construction.

When choosing a metal-clad building for your next construction project, consider Morton Buildings, Inc., and their designBUILD team, we’ll make your dream a reality. 

We Can Help You Reduce Energy by 30%

Our mission is to help our customers manage their buildings' energy costs, improve reliability, and enhance performance while having a positive impact on the environment.
CLICK HERE to find out how.

Xcel Energy’s Data Center Efficiency program can help data centers and large-scale IT operations improve reliability and energy efficiency.


Visit our website today to learn about the design flexibility of a Morton building and the endless possibilities of partnering with our designBUILD team.


Wood construction is both cost and energy efficient. Check out Morton Buildings and our designBUILD team online today to discover all the benefits of post-frame construction.

When choosing a metal-clad building for your next construction project, consider Morton Buildings, Inc., and their designBUILD team, we’ll make your dream a reality. 

We Can Help You Reduce Energy by 30%

Our mission is to help our customers manage their buildings' energy costs, improve reliability, and enhance performance while having a positive impact on the environment.
CLICK HERE to find out how.


 
08/04/2015

New program from the EPA will cut GHG emissions.

08/03/2015

LED, smart control adoption will help FMs meet energy goals.

07/31/2015

Guidelines will apply to all in-patient settings.

07/30/2015

Commercial and industrial customers find value in retail power choices.

07/29/2015

Survey shows large increase in EMS usage.

07/28/2015

Remediating abandoned facilities shown to improve surrounding area.

07/27/2015

Survey shows pests can decrease perceived value of hospitality facilities.

07/24/2015

Nearly 25% of workers don’t know proper safety procedures for emergency situations.

07/23/2015

Better Buildings Challenge to help FMs replace troffer fixtures for efficiency improvements.

07/22/2015

Environmentally friendly buildings can improve occupant wellbeing. 

07/21/2015

Performance ratings now available for thermal, weather, and air barriers.

07/20/2015

Survey finds over half of employees are frequently unhappy with office temperature.

07/17/2015

State stays on track to achieve greenhouse gas reduction target.

07/16/2015

Lighting, acoustics rated as top concerns.

07/15/2015

Study shows health risks to long periods of standing.

07/14/2015

Social media giant selects wind energy.

07/13/2015

Global capacity increases to 1,712 GW.

07/10/2015

Mass killings may inspire similar acts of violence.

07/09/2015

Regulation will reduce waste, improve use of sustainable products.

07/08/2015

Alternative certification path to improve sustainability in California buildings.

Page 1 of 55
FirstPrevious[1]2345678910NextLast

Sponsored Links