Dawn of a new digital sign era at Toronto airport

The Greater Toronto Airport Authority (GTAA) has installed a new digital signage network at the city’s Pearson International Airport, with each sign serving as both an advertising unit and an interactive way-finding service.
 
The Digital Advertising and Wayfinding Network (DAWN) was unveiled last week and comprises 18 units in Terminals 1 and 3. Each unit features a large advertising screen next to a smaller interactive touch-screen that patrons can use to search for departure gates, amenities, food and retail locations within the airport.
 
“We heard the needs of passengers about wayfinding and this was a way for us to make it easier for passengers when they come through, “ said Sergio Pulla, senior manager of advertising and partnership at the GTAA. “On the media side, we wanted to start offering that rich media creative.”
 
Pulla said DAWN units also allow for advertising creative to change based on each user’s search, putting relevant content appears before consumers.
 
“It really is up to the creative minds to see how they can maximize the way both units can work together.,” Pulla said.
 
DAWN was created by the GTAA and Clear Channel Outdoor Company Canada. Arium Design, Jibestream Interactive and Gridcast Digital served as consultants on the project.
 
Advertisers currently signed on to use the network include RIM, Bell Business and Manulife.