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A joint venture between Primedia Outdoor and Route-2-Market, both companies in the Primedia Out of Home stable, makes floor decal media platforms available for the first time ever at a South African airport terminal.

Leading from arrival terminals, through to the multi-story parkade directly to Tempest Car Hire, the advanced and highly durable decals promote Tom Tom GPS car navigation rentals and target both local and international travellers arriving at the OR Tambo International Airport.

"Travellers renting a car only have to follow the Tom Tom floor decals and they will be led straight to their vehicle. By the time they arrive at Tempest Car Hire, they will be fully aware that they can rent a Tom Tom personal navigation device on demand," explains Mark Mac Donnell, Primedia Outdoor's Sales and Marketing Executive.

Tom Tom is the world's number one portable navigation device and the campaign offers the lowest rental price in South Africa, at only R49 per day. The units are intuitive and easy to use and any destination can be pre-loaded for the customer at the point of collection. "This campaign allows travellers to feel more confident on South African roads, as Tom Tom makes any journey safer, quicker and less stressful," Mac Donnell adds.

As floor decals have never before been used at an airport, they draw instant attention, educating travellers and consumers about the TomTom brand. "Running from December to March, the campaign cleverly coincides with the peak travel season, creating the biggest impact for the product," Mac Donnell adds.

"This is a clear and simple advertising method situated in a highly visual area. The correct target market practically walks right over the advert," Mac Donnell concludes.