Leading Out of Home Media company Provantage, in partnership with ACSA, have launched a fully-fledged, dedicated television network in ACSA owned airports nationwide. Airport.tv ^TM will be flighted on a large network of screens, optimising dwell time in high traffic zones throughout each airport. A first for South Africa, Airport.tv ^TM will offer advertisers exceptional value and unparalleled access to the upper LSM market and Business travellers.

Provantage Out of Home Media, in partnership with ACSA, is rolling out a fully- fledged digital television network in 9 Airports Nationwide. The major project will ensure that all of the nine airports in South Africa offer relevant and engaging content on hundreds of screens in high traffic areas.

In each airport there are four high traffic and dwell zones, namely security check in, departure areas, luggage carousels and meet and greet areas. The Airport.tv ^TM channel is designed to optimise the dwell time in these 4 key viewing areas. Airports are the ideal area for advertising to the upper LSM consumer as the majority of travellers are influential with a median age of 39. What’s more, 61% are business travellers and 89% are decision makers.

Airport.tv ^TM provides advertisers with access to a captive audience, which in today’s fragmented media world is becoming very sought after. Travellers spend, on average, more than an hour in these dwell zones, where there is zero tune out and where they have no remote controls. In other words, they are fully engaged with the content and commercials on the screens.

The large network of interlinked screens, featuring high quality visual and audio, will have  on the minute live content updates. Content will include news, business, sports, travel, cars, fashion, food – all specifically tailored for the target market. This entertaining, engaging and relevant content will be interspersed with commercials. What we have found globally is that out of home media platforms need to add value to commuters and consumers to be truly effective and valued - Airport TV and the content provided aims to achieve exactly that.  Each commercial will run for 10 to 30 seconds and a variety of advertising packages will ensure that brands receive maximum reach, frequency, engagement and response.

“South Africa is ready for Airport.tv ^TM. There was a gap in the market and we took it. We invested in state of the art technology and set up a massive infrastructure to ensure that advertisers can now reach well over 2 million high LSM viewers a month and therefore receive the best service and the best return on investment. Digital out of home media is the fastest growing out of home media format, globally. We are following global trends and advertiser demand and are therefore extremely excited to launch Airport.tv ^TM and to be driving innovation in the out of home industry,” says Jacques du Preez, MD of Provantage Out of Home Media.

Channel Overview

• · The Network is managed and controlled by Provantage.

• · The operating hours are 05:00 – 24:00 every day of the week.

• · There is a 55/45 ads to content split.

• · Commercials are updated daily with content updated hourly.

• · Content includes sport, fashion, tourism, travel, technology, restaurants, cars, news headlines, sports headlines, weather banner and traffic updates.  Key indicators and the top five business stories will also be flighted.

• · Content can also be modified per region, with specific programming and advertising.

• · The channel is designed to optimise the dwell time in four key viewing areas in all Domestic Departures & Arrivals areas.

• · Each commercial will be flighted full screen and will enjoy screen exclusivity for the duration of the commercial. The commercial will be  10’’ - 30’’ in duration.

Provantage is currently running a national taxi campaign for well-known Willowton Oil brand D’Lite. Numerous taxis in major metropolitan hubs have been wrapped in light green and black, and carry the messaging D’Lite Great tasting medium fat spread. The campaign is running in the Eastern Cape, Western Cape, Gauteng and KwaZulu-Natal until April 2013.

To generate awareness of the new BMW 3 series, the security glass panels at the International and the Domestic security check in gates at OR Tambo international Airport have been exclusively branded. The panels sport images of the new BMW range and highlight the messaging: the new BMW 3 series. Guaranteed to get your heart racing.

To drive awareness of Aylesbury Ice-cream’s royalty range, promoters tempted consumers in various retailers in Cape Town and the Eastern Cape. They offered samples of Dutch Chocolate and Italian Stracciatella and also ran a competition to win a red refrigerator and milkshake makers. Over 10 000 entries were received in three months.

Provantage has recently opened an office in Windhoek, Namibia. Under the General Management of Linda Buckingham, activations have been implemented for a number of brands and clients including Samsung and Saatchi & Saatchi. “We have partnered with a printing and outdoor business and, on top of activation implementation, we are rolling out our first carwash branding campaigns. Moreover, Shoppa Show rigs are being built locally and business is showing a positive growth,” says Stephan Botha, New Business Development Manager, Provantage.

Provantage Namibia will be servicing Angola until the opening of an office in Luanda, which is imminent.

For more information contact Linda Buckingham on + 264 (0) 61 224 512 or Stephan Botha on 0861 776 826

The new Mini Roadster was launched in illuminating proportions.

Creative agency Black River FC originated the concept of incorporating neon in all the campaign elements, above and below the line, including the Provantage billboard at OR Tambo International Airport. The billboard, situated on the exit road, comes alive at night. Standing at 4,7 m in height and 21 metres in length, the moment the sun goes down, it pops with bright neon colour. The creative shows a neon outline of the new Mini Roadster with the messaging The New Mini Roadster. Another Night. Another Adventure. As well as: #Miniyournight. To illustrate the roadster appeal, the roof of the car, set in flashing neon, appears to open and close.

The inclusion of neon to a billboard of this size marked a first for South Africa, and it wasn’t without challenges. The neon was created and installed by the team at JH Signage. Jeff Hunter of JH Signage explains that the job was not for the fainthearted: “To keep the neon in place we had to construct special brackets for the back of the stretch flex surface and ensure that no wires appeared on the front. We used 405 metres of neon, equivalent to the length of four soccer fields.”

“The neon billboard was a first for us. It’s brilliant – perfectly located to grab the attention of the targeted consumer and takes putting the Mini in lights to a whole, new, innovative level,” says Dave Frankel, Senior Account Manager at Provantage.

Provantage have created a glamorous campaign for Avon that will both enhance awareness of the brand and its numerous cosmetics and skincare products and drive recruitment for potential Avon Brand representatives. The campaign will run in four main interchanges, namely Park Station (Johannesburg), Pretoria Main, Limpopo Mall (Polokwane Rank) and Berea (Durban). The campaign will target economically active, mid to upper LSM consumers who appreciate high quality products.

“We selected interchanges and taxi environments as they are high footfall areas with economically active commuters. The interchanges offer long queuing time, zero tune out zones and are thus conducive to quality communication such as face-to-face interaction, branding and sampling, digital networks and mobile telephony,” says Adi Pollock, Activations at Provantage.

Provantage promotes Sasko Quick Treats

Recently, shoppers at numerous retail outlets in Gauteng were treated to silver service. Promoters dressed in tuxedoes, complete with bowtie and red satin dishcloths over their arms, served bite-sized portions of Sasko Quick Treats from a silver tray. Shoppers were delighted to sample the products first, before putting them in their trolleys.