Friday, September 25, 2015

With Astral win, Ottawa Airport to become Canada’s first with 100% digital advertising

MONTRÉAL (September 23, 2015) – Astral Out of Home, a division of Bell Media, announced today that it has been awarded an eight-year contract for the indoor advertising at Ottawa Macdonald-Cartier International Airport (YOW). Reaching 4.6 million passengers in 2014, YOW 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,” said 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 Out of Home 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 YOW, Bell Media’s CTV News Ottawa will be responsible for the production of the customized news segments, which will be updated three times per day.

“As Canada’s digital out-of-home advertising leader, 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,” said Benjamin Mathieu, Director, Business Development, Transportation and Technologies, Astral Out of Home. “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 YOW’s 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,” said 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 just 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.