Bell Media’s Astral Out-of-Home division has added to its large-format inventory with a 22-foot by 61-foot exterior banner at Quebec City’s Jean-Lesage International Airport.
Situated on the north face of the airport’s newly constructed parking garage, the static display is visible to over 1.4 million people who use the airport each year.
It is being sold in combination with Astral’s AeroTV digital network, a series of information screens situated inside the airport’s departure lounge. Each ad package includes four 30-spots per hour on the AeroTV network.
Sunwing Travel Group is the board’s charter advertiser, signing a six-month contract with Astral. It is currently using the display to promote its Cuban holiday packages.
Airports have become a key area of focus for Astral, with other new products including a new 470-foot mural at Montréal-Trudeau Airport. “A lot of clients want to target this kind of clientele because we’re talking about business people 25-54 with a higher average income,” said Éliane Tremblay, director of transportation products for Astral in Montreal. “It’s a very good clientele so we want to offer many products to respond to client needs.”
The company also continues to invest in large-format ads. The new airport banner is Astral’s largest out-of-home face in Quebec, where its inventory includes 33 vertical boards, 50 horizontal boards, seven superboards, 39 faces on horizontal tri-visions and 20 columns.
“For us, big and bold is very important – and clients are asking for it,” said Tremblay.
In September, Astral introduced a domination package – highlighted by a 12-foot by 12-foot hanging banner – at Montreal’s Lucien-L’Allier Station after signing an exclusive agreement with the Agence métropolitaine de transport (AMT) and Canadian Pacific. The package also includes four column dressings, an adhesive mural, exterior mural and 150 train signs.
Astral said that combined with onboard train signage, the package would reach nearly 20 million people per year.
