Astral Out-of-Home Wins Ottawa International Airport Contract
Gail Chiasson, North American Editor
Montreal-based Astral Out-of-Home, a division of Bell Media, has been awarded an eight-year contract for the indoor advertising at Ottawa Macdonald-Cartier International Airport.
Reaching 4.6 million passengers in 2014, Ottawa International is Canada’s sixth busiest airport and the fifth Canadian airport to join the Astral Out-of-Home portfolio.
“The addition of the Ottawa International Airport is strategically important for Astral Out-of-Home,” says Luc Quétel, president, Astral Out-of-Home. “This new contract allows us to reinforce our advertising presence in the nation’s capital while reaching out to the busiest decision-makers and government-related travellers, a great consumer profile for our industry. With this addition, our Airport division increases its reach to more than 43 million passengers annually across Canada.”
Beginning this October, Astral Out-of-Home will replace all the existing advertising infrastructure and install a complete line of digital products, making Ottawa International Canada’s first airport to have 100% digital permanent advertising structures. Astral will also deploy its AeroTV product with content to be aired in English and French, including local CTV News segments – a product well-received in other airports where the company operates. At the airport, Bell Media’s CTV News Ottawa will be responsible for the production of customized news segments, which will be updated three times per day.
As a Canadian digital out-of-home advertising key player, ”It was a natural fit for Astral Out-of-Home to partner with the Ottawa International Airport as it allows us to showcase our strengths in the nation’s capital, a Canadian high technology hub,” says Benjamin Mathieu, Astral OOH director, business development, transportation and technologies. “In addition to Astral Out-of-Home’s expertise and Bell Media’s premier media content, Bell Business Markets and Bell Mobility will provide super-fast internet and Bell’s 4G LTE mobile network to help develop a comprehensive and innovative program that will transform the airport and place its advertising presence among the leading airports in Canada.”
“The Ottawa International Airport Authority’s key priority for the new advertising program was the creation of a spectacular, unique, and effective advertising network which maximizes revenue while preserving the architectural character of our award-winning terminal,” says Mark Laroche, Airport Authority president and CEO. “Astral Out-of-Home’s proposal more than satisfies these objectives, and we are very excited to see what the mix of content and innovation from the broader Bell Media platform will provide in the years to come.”
Astral Out-of-Home’s recent growth in the transport sector is another example of its development strategy, which is to allow advertisers to take their message out and reach the increasingly mobile consumers at every moment of their travels, whether for work or leisure.
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