Primedia Unlimited’s outdoor advertising specialist Wideopen Platform has dominated the runway at Cape Town International Airport for official 2010 FIFA Soccer World Cup™ sponsor Hyundai. Creative designed by Jupiter Drawing Room Cape Town, spans 1,3m² of external air bridge façade and renders Hyundai the only brand to dominate the entire runway area.

Visible to all on the airside from the runway including terminal buses and passengers inside aircrafts, Hyundai will make its presence known by advertising on eight of Wideopen’s External Air bridges in the Mother City. Targeting approximately 1.8 million passengers each month, Hyundai has galvanised the partnership with Wideopen until the middle of July.

According to Ryan Cohen, Wideopen’s Sales Director, Hyundai implemented the airport element featuring the range of vehicles to form part of its World Cupcampaign.

Launched in February, the campaign runs until 11 July 2010. “It is not specific to any product or service, but promotes the feeling of togetherness and celebrates the wonderful game of soccer. There is no better way to do this than with a truly unique South African icon that is recognised and loved by soccer fans,” says Cohen.

Setting an example to the people of South Africa as it welcomes the world to our land, Hyundai is hoping those once people see the branded Air Bridges, it will ignite awareness of the range and position Hyundai as a major brand.

“Hyundai has already taken a bold step to ignite the spirit in all corners of the country. Even though the campaign is aimed at South Africans, we also want visitors to experience the authenticity and uniqueness that we have to offer,” he says.

“This highly sought after Wideopen media platform garners attention from high LSM consumers, from both international and domestic flights, enabling Hyundai to reach global and national decision makers,” 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