Leveraging OOH during the bustling holiday season, Universal is debuting their newest family film to travelers around the country.
Capturing Holiday Travel
The holiday season is the perfect opportunity for Universal Studios to promote “Migration,” their latest animated spectacle, among traveling families with JCDecaux’s OOH airport advertising networks.
With OAAA forecasting the second busiest holiday travel season on record, Universal’s eye-catching campaign is set to dazzle an expected 7.5 million travelers over the coming days. Moreover, with insights from the Family Travel Association indicating increased family travel during the holidays, Universal finds itself excellently positioned to engage its primary animated film audience: children.
Airport Domination
At LAX, the gateway to the world’s entertainment capital, “Migration” is leveraging a total airport domination consisting of wraps, banners, and unmissable digital displays. Both static and digital mediums work together to take advantage of travelers' heightened senses while in the airport, offering them a glimpse into the world of “Migration” and beginning the narrative journey even before they reach the cinema.
While these immersion zones are designed to captivate younger viewers, they are bound to draw attention from moviegoers of all ages; insights from Neustar show that 1 in 4 travelers passing through LAX are movie enthusiasts.
National Coverage
Expanding its reach, “Migration” also makes a strategic landing at two of the country's busiest travel hubs: Chicago O’Hare and Dallas Fort Worth Airports. In Chicago, the campaign greets arriving travelers on oversized jet bridge exteriors. Meanwhile in Dallas, 144 digital iVision displays reach travelers across all five terminals.
Awareness is a key driver for movie-going audiences, as recent data suggests that knowing about film offerings is the predominant deciding factor in choosing to watch movies in theaters. This insight works to Universal’s advantage, ensuring that the broad domestic coverage of their campaign not only garners the attention of families across the nation but also keeps their latest release top of mind during the holiday season when parents seek out family-friendly entertainment.
With small release windows and tight budgets, leading studios continue to leverage OOH media to provide immersive advertising that can bring cinematic universes to life and drive cinema visits. JCDecaux Airport’s wide array of advertising inventory makes airport dominations like that of “Migration” possible, giving upcoming movies the opportunity to engage and excite travelers.
