Cape Town Routes Unlimited is reaping maximum exposure by advertising on Primedia Outdoor's newly erected pillar lightboxes on the airside at Cape Town International Airport.

This dynamic advertising campaign runs from December to March and sees each three-sided lightbox creating the illusion of an internally illuminated pillar wrap. Situated on three consecutive pillars on either side of the door leading into the terminal, the Cape Town Routes Unlimited light boxes greet newly arrived passengers with the client's invitation to peruse the destination offerings and call to action competition.

"Airside is generally out of bounds to any non-aeronautical application and Primedia Outdoor is thrilled to obtain this exclusive ACSA approval," says Mark Mac Donnell, Primedia Outdoor's Sales and Marketing Executive. "Amongst other tight requirements, we had to furnish an engineer's certificate proving that no moving parts exist that could dislodge to cause damage to aircraft, vehicles or people."

As the first point of contact for all passengers entering the terminal, both domestic and international, an estimated three million travellers per year will view the adverts. Cape Town International Airport currently counts domestic arrivals at approximately 30 000 passengers per month. "There are only two advertising formats in this area, a competitor's static lightbox bulkhead situated over the entrance to the terminal and Primedia Outdoor's pillar wrap lightboxes. Our clients are therefore guaranteed exclusivity," Mac Donnell adds.

Only visible to passengers inside the aircraft who are about to land and those walking towards the terminal entrance, this prime position is clutter free. The 18 separate panels provide a good run-up and high impact for Cape Town Routes Unlimited. "The creative promotes tourism in the area and the client selected an initial six specific destinations. The artwork is awesome, reflecting beautiful landscapes and landmarks that vividly and indelibly catch the eye," Mac Donnell says.

"What's more, the creative can be changed as often as is required by the client," he concludes.