UK. Out-of-Home media operator EYE announced this week that EA Games, leading independent developer and publisher of interactive entertainment software, will use EYE’s brand experience zone at Manchester Airport’s Terminal 1. The aim is to target families during the busy summer holiday period.
EA Games enlisted the help of the Circle Agency to create the experiential zone which was booked through EYE. The zone is designed to provide an interactive experience for travellers to sample 11 games including FIFA 08 (on NDS and PSP), My Simsâ„¢ and The Simpsonsâ„¢. The games can be purchased in stores throughout the airport.
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Interactive and experiential: EA Games’ brand experience zone at Manchester Airport’s Terminal 1 captivates travellers |
EYE estimates that over four million passengers will pass through Manchester Airport during the summer holiday period and spend on average two and a half hours in the airport before departure.
EA Games Experiential Marketing Manager Penny Humphrey stated: “Our decision to use EYE’s airport zones as an experiential forum is largely attributed to the high percentage of family leisure travellers who are moving through airports at this time of year and the immediate link to retail at time of need. Families travelling with young children are anxious to keep them occupied both at the airport and during their flight and our games fulfil that immediate need.”
The Circle Agency has worked with EA Games for five years and runs the much acclaimed EA Hub. Circle Agency Managing Director Claire Stokes stated: “We are seeing an extremely positive response rate on site and sales have already seen a notable increase. I can see airport interaction being something we repeat in the future.”
EYE Media Europe CEO Jeremy Corfield added: “EYE’s airports provide the perfect environment for a brand to engage with their consumers and the EA Games zone enhances the journey experience by providing both entertainment and relevant interaction. We have seen an upsurge in demand for experiential activity from clients and the fact that our audience is comprised of 90% UK citizens makes Manchester Airport very attractive from a targeting perspective.”
About EYE
EYE manages five airport advertising concessions in the UK – Manchester Airports Group (MAG – Manchester Airport, Nottingham East Midlands Airport and Humberside Airport), Cardiff International Airport and Belfast International Airport in Northern Ireland.
EYE has offices in and operates Out-of-Home media businesses in Australia, New Zealand, Indonesia, Singapore, Europe and North America.
Eye Corp Pty Ltd is a wholly owned subsidiary of The Ten Group Pty Limited, which operates Australia’s TEN television network.
For more information contact Jeremy Corfield, CEO Eye Media Europe, tel: +44 207 317 1011 or e-mail: jeremycorfield@eyecorp.com. Visit www.eyecorp.com.
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