“My guide to a poster is that it is an Exclusive Club. That rectangle shape is the Exclusive Club. Everything that gains access to that shape has to justify its existence within that rectangle – so it has to be a member of that Club. Every image that’s on there has to have a reason to exist; every word on that poster has to justify its existence.”

- Trevor Beattie, Creative Director of TBWA

BOLDNESS, BREVITY, and DRAMA are assets to any kind of advertising.

Simplicity

Your advertisement is in an airport, therefore KEEP IT SIMPLE

• In most cases, airport ads are viewed for just a few seconds. In that time the brain has the ability to take in just five of seven words.
• The message must be easy to absorb at a single glance.
• The identity of the advertiser should be immediately clear.

“The poster is finished when you can’t find a single element to remove”
-R. Fleege, Advertising Art Director and Copywriter, Robert Fleege & Partners

Be Legible

• Use type large enough to be read from a predetermined distance.
• Match your typeface to your Outdoor Campaign.
• Overly fat or thin type or that which is super imposed over a complicated background should be avoided.

Color and Contrast

Clear Product Image

• An image attracts the eye and quickly conveys an impression.
• Simple images are easily read.
• Outdoor advertising is found within the consumer environment; a clear image of the product enables product recognition and therefore, product identification in store.

Brand Must Stand Out

YOU WANT TO BE REMEMBERED!

• Make sure that the relationship between the design and the brand is self evident.
• Keep a consistency across all your advertising campaigns.
• Use a font that is easily identifiable with your own individual advertising.
• Enable quick brand recognition through previous awareness of your campaigns.

Celebrities Attract Attention

Using celebrities can increase consumers’ awareness of the ad, capture their attention and make ads more memorable.

3 reasons to consider celebrity endorsement:

• celebrity values transfer to brands
• celebrities establish credibility around brands
• celebrity involvement brings added interest to the campaigns

Involve the Audience

• Do more than just advertise. CREATE DIALOGUE NOT MONOLOGUE.
• Involve the audience so they talk and debate your campaign.
• Challenge the audience; use intrigue, use humor, be different, be bold.
• The better the consumer involvement, the less media weight a campaign may need.

Location

• Understand your marketplace, understand your audience.
• Post your campaign where your audience will be.