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Strategy and execution made all the difference for a recent OOH campaign by US Media Consulting for a luxury client focused on fragrances. End result? Unit sales shot up by 1.5 to 3 times in different markets.
A luxury brand wanted to increase fragrance sales in airport duty-free stores in key markets.
A Strategic Solution
After thorough research of layouts for 17 international airports—including 8 in Latin America—US Media Consulting crafted a specific OOH media solution for the client. This involved strategically placed branding ads in the form of panels, backlights, wall wraps and dioramas. US Media Consulting used its local production partners to print and install the panels in arrival and departure areas as well as near duty-free stores and even on their walls. Target markets included:
- Argentina (Buenos Aires airport)
- Brazil (Rio and Sao Paulo airports)
- Chile (Santiago airport)
- Mexico (Mexico City and Cancun airports)
- Panama (Panama City airport)
- Uruguay (Punta Del Este airport)
The campaign also covered cities with major traffic to Latam, including Miami, New York, Dallas, Los Angeles, Chicago, San Francisco, Toronto and Vancouver.
Rapid, Powerful Results
In just one month, the duty-free stores in these airports reported sales increases ranging from 200% to well over 300%, with several of them selling out of the promoted fragrance brands. “The campaign speaks to the success of OOH advertising. But what’s truly important is the strategy behind it. In this case, we were able to advise the client where to position the ads for maximum impact, and that generated the traffic that spiked sales,” says Fabiano Bernardo, OOH Sales Manager for US Media Consulting.
Possibly inspired by this successful OOH campaign, other luxury/premium clients are now working with US Media on strategic OOH solutions both in and outside of major airports.
To learn more about how we can help you with OOH campaigns, contact us at firstname.lastname@example.org.
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