Riverbed Technologies used an international airport advertising campaign to reach corporate decision makers.

In order to reach business decision makers in key markets across the US and overseas, Riverbed and their agency turned to EMC Outdoor for a way to target these hard to reach individuals. The solution was a program of spectacular and dominating airport advertising campaigns.

Airport advertising is one of the most effective OOH media formats to reach high level business travelers and the frequent flying “road warriors”. Frequent flyers — averaging nine round-trip flights per year — account for almost 60% of all airport advertising impressions. (Arbitron Airport Study, 2004)

STRATEGY: Use airport media to reach high level business decision makers in key markets across the US, and abroad.

TACTICS: Strategic and spectacular locations were selected in key airports to maximize the impressions and overall effect. Riverbed took advantage of the full spectrum of airport media available including: dioramas, digital displays, wall wraps, banners, column wraps, charging stations and window clings.

RESULTS: Riverbed reached their target audience with large, impactful media, and has continued to expand the program.

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