Airport signs contract with Reno ad agency
An advertising agency with a digital edge has signed a contract to bring its know-how into Grand Junction Regional Airport starting in November.
“Right now the leading edge is the digital advertising, which is basically where we’re running 10- and 15-second loop ads. It’s very high resolution and very high-quality appearance,” said Liz Younger, president and owner of Reno, Nev.-based Younger Agency. “The motion draws you to eyeball it. It has a lot of appeal.”
The Younger Agency was founded 25 years ago and does display advertising in airports in cities including Reno, Boise, Idaho, and Spokane, Wash., and operates joint ventures for Love Field Airport in Dallas and in San Diego. The agency takes the place of Allentown-Pa.-based Clear Channel Interspace Advertising, which provided the display advertising for area hotels and restaurants at the airport for more than 10 years.
The contract has a guaranteed minimum $15,000 in revenue to the airport. The airport will get 30 percent
of revenue, Younger said.
“It was time for a fresh upgrade and it was time for new advertising since it’s changed a lot in the last 10 years,” said Rex Tippetts, airport manager. “We expect them to far exceed the guaranteed minimum.”
The new company will set up an interactive kiosk where passengers pick up a phone. Then they can access touchscreen information about dining, transportation, recreation and hotels.
“Most people flying know where they’re going to sleep, but they may need a shuttle or may not know exactly where they’re going to eat,” Younger said. “There will be also be (advertising) opportunities for tourism and recreation-type activities.”
“What we’re seeing in the industry is that airports are wanting to get more of their revenue from non-airline revenue sources — that would be food and beverages, parking, news and gifts — other types of concessionaires.”
The company’s five-year deal contains a mutual-consent option for an additional five-year term once the original contract is up. Digital and back-lit signage by the company will begin to be installed in the airport in November. The company also will do some of the shorter-term banner advertising, Younger said.
The Grand Junction Regional Airport serves more than 340,000 passengers annually, officials with the Younger Agency said.