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Primedia Outdoor's International Division recently inked a five-year partnership with the National Airports Corporation Limited of Zambia, securing the exclusive advertising rights on airport trolleys at all of its international airports including Lusaka, Ndola, Livingstone and Mfuwe.

Frikke Cornelius, General Manager of Primedia Outdoor's International Division, explains that Primedia Outdoor identified Zambia's growing potential and launched it's operations in 2007. Cornelius says that although the outdoor advertising market was already competitive, Primedia Outdoor believed it could make a significant difference by raising the quality of outdoor advertising in Zambia and introducing Primedia group's innovative concepts and media types "We were and remain confident that we will deliver the same superior service we have done so successfully in our other African markets," he says.

"This has paid off handsomely and is evident by the frantic competitor activity in the market and the great campaigns we have secured in assisting our clients within Zambia specifically," he adds. One such client is Barclays Bank. Primedia Outdoor strategically positioned media platforms to afford maximum visibility of Barclays Bank's branding throughout the Lusaka International Airport and attracts the attention of thousands of passengers daily. "The constant awareness ensures Barclays Bank is the first bank to be introduced to travelers entering the capital city," says Cornelius.

The Barclays Bank branding has transformed Lusaka International and dominates queue partition boards and check-in counters. Large branding, tactically placed on stairway banisters and outdoor billboards situated in front of the airport building, speak boldly for the brand. "Lusaka Airport hosts thousands of travellers, many with considerable dwell time, ensuring that each Barclays Bank communication may be absorbed at leisure," Cornelius adds.

A host of messages, strategically sporting Barclays Bank's corporate Blue and White colours, are positioned in such a way that passengers cannot avoid them. "Everything we do, we do it for you" and "Don't just dream it, own it", are two of the catchy phrases used in this innovative campaign. "Primedia Outdoor's exclusive rights enable the various communications to be positioned to capture the audience," says Cornelius. "As passengers disembark they are greeted by a billboard featuring a simple, hard-hitting message. 'Over 80 year's partnership with Zambia' grabs their attention and reassures them that they have a well-known banking partner in a foreign country."

Cornelius adds, "Airport advertising is integral to the brand building campaign in the Barclays Bank drive into selected African destinations. Branding Lusaka International Airport achieves exactly that with incoming visitors to Zambia."