Even though McDonald’s doesn’t have a branch inside any of South Africa’s international airports, it has ensured that it remains top-of-mind during the FIFA 2010 Soccer World Cup™ by contracting Primedia Unlimited’s large-format, outdoor advertising specialist, Wideopen, to spread the word of its Player Escort Programme.

All visitors to South Africa who make use of the Cape Town International Airport during the World Cup, will be greeted by the larger-than-life McDonald’s Player Escort Programme creative from 1 May to 30 July.

According to Ryan Cohen, Wideopen’s Sales Director, its strategically located airport sites are the ideal target for LSM 7-10 consumers. The site is an impressive 103m² in size, and consists of the escalator and bulkhead branding at the end of the pre-baggage claim corridor.

“The alluring creative is visible to all passengers coming through the corridor, making their way to the baggage claim area. With an average of 270 000 domestic passengers per month, McDonald’s is bound to increase sales during this mammoth event,” says Cohen.

Wideopen DNA
Wideopen Platform has become the champion of large format opportunities, delivering ground breaking and high impact outdoor advertising to the South African market. Wideopen’s products utilise existing urban structures to host unique outdoor advertising messages.

For more information on Primedia Unlimited subsidiary Wideopen Platform, visit www.primedia-unlimited.co.za