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Premium Italian beer brand Peroni, is creating a lasting impression on business executives and travellers heading into Cape Town International airport. The 443 m2 (113m/w x 3.9m/h) hoarding is, in its simplicity, striking and clear in its communication.

Mainly targeted at upper income men, Peroni will grace CIA for a period of six months, ending in November this year.

“Peroni is an affluent and established brand internationally but quite young in the South African market,” says Wideopen’s CEO Caryn Cohen. “By heightening awareness of this brand at Cape Town International, the brand is assured of reaching the right market with limited wastage.”

CIA is South Africa's second largest airport, its foot traffic in 2006 was recorded at 7.2 million with an estimated 14 million visitors expected through its terminals by 2010.