Leveraging Airports for Financial Marketing

Itaú Unibanco: Banking on the Miami Open’s Draw

Itaú Unibanco, Latin America's largest bank, has leveraged its main sponsorship of the Miami Open to serve a powerful marketing strategy. With over 350,000 tennis aficionados flocking to the event from around the world, the bank’s expansion into Miami’s Airport advertising landscape through JCDecaux’s premium inventory is a well-calculated move.

Their “Itaú Personnalité” segment, which caters to high-net-worth individuals, finds a perfect match in Miami’s demographic – a hub brimming with affluent Hispanic individuals. Itaú Unibanco is utilizing the Prestige Digital Network (PDN) to showcase a variety of creative ads that delineate the exclusive benefits available to their clientele.

This advertising strategy capitalizes on the PDN’s vast reach. A total of 102 screens throughout the entire airport allow Itaú Unibanco to present a multifaceted narrative to the airport audience. From inviting "Itaú Personnalité” clients to an exclusive lounge at the Miami Open to highlighting the sophisticated benefits of their airport lounge and their travel debit card, the bank ensures that each creative not only captures attention but also caters to the unique interests of affluent travelers. This variety in advertising creatives fosters increased engagement, elevating the chance for each traveler to see something that speaks directly to their lifestyle and needs. By cycling through various creatives, Itaú Unibanco doesn't just paint a picture of their services; they create a gallery of experiences that travelers can envision themselves in.

Interactive Brokers’ MIA Spectaculars

Interactive Brokers, a major US online brokerage, is also zooming in on the Latin American audience at MIA. Their informative creatives are displayed through our striking digital spectaculars strategically placed along the airport’s busiest concourses. The large format screens, hard to overlook, serve as digital canvases illustrating the unique benefits the brokerage extends to Latin Americans – a market teeming with untapped potential.

A report by McKinsey underscores this disparity, revealing that Latino households are less likely to invest in stocks, retirement plans and mutual funds, despite a willingness to participate in the financial market. Interactive Brokers’ response? An all-in-one investment account tailored for Latin American residents, simplifying the investment process. By embedding QR codes within the display, the broker invites onlookers to effortlessly dive deeper into their offerings – a move that melds curiosity with convenience.

Additionally, the company is taking their message to an even more exclusive audience by also advertising at private airports throughout South Florida. These locations cater to a distinctive clientele, often out of reach for many advertisers. This places Interactive Brokers directly in the sightline of ultra-high net-worth individuals, aligning the brand with the exclusivity that private air travelers expect.

Location-based advertising

With 70% of Miami’s population identifying as Hispanic, Miami International Airport serves as a strategic junction for reaching this demographic. Furthermore, it is recognized as the U.S. airport with the most flights to and from Latin America. Both companies are not just throwing wide nets – they are using data-driven insights to pinpoint and persuade a very specific segment of travelers. This targeted approach will allow for increased market penetration and ultimately, brand loyalty.