Austrian Airlines: Precision landing at the Ferienmesse via Out of Home | Gewista
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Brand Area
This year, Austrian Airlines used the enormous influx of visitors to the annual Ferienmesse by means of public transport, in particular, the metro, for the promotion of its exhibition presence and their destinations by way of a Gewista Out of Home special advertising format: The Brand Area. The Brand Area transformed the busy “Messe” U2 metro station into an Austrian Airlines world of experience.

In addition to the reference to the Austrian Airlines presence at the Ferienmesse Wien, appealing destinations like Mauritius or Crete and other current offers were advertised by means of tempting themes, in combination with Digital City Lights, on approximately 145 m2 of branded wall surfaces in the “Messe” metro station. The Brand Area is the newest product offered by Gewista – a transport media staging, which enables foliation brandings in the underground stations, complimented by Digital City Lights. In the first rollout phase, the heavily frequented stations of Stephansplatz, Schottenring, Karlsplatz, Messe Wien – Digital City Lights can also be booked here – Vienna International Centree, Neubaugasse and the Zieglergasse are available. The branding formats range from 35 m2 to 235 m2 and, in combination with the 80 and 32 inch sized Digital City Lights, produce an impressive advertising presence. The standard booking time period – analogous to the Digital City Lights, whose entire 60 second loop is included – amounts to 1 week, with Monday as the start day. Further underground stations will follow.

“With the Brand Area in the Messe-Prater metro station, we were able to target exhibition visitors even before entering the Ferienmesse and direct their interest to Austrian Airlines. In doing so, we positioned our offers to attract immediate attention. We are thrilled with the impact of this form of advertising and were able to reach our target groups with pinpoint accuracy”, explains Christina Jung, Head of Marketing Communication & Campaigns at Austrian Airlines.

“We are delighted, once again, to be involved in the implementation of an innovative, eye-catching advertising presence with our clients Austrian Airlines. The high-impact presence of the Brand Area, especially within the environment of the Ferienmesse Wien 2019 (Vienna holiday exhibition 2019), with 155.322 visitors, is an exceptionally effective addition to a successful exhibition presence”, affirmed Nicole Artner, Chief Operating Officer at UM PANMEDIA.

“I’m pleased that Austrian Airlines is making use of our new product, the Brand Area, as a promotional POS-hotspot, to create a spectacular presence right beside the Messe Wien in the “Messe” U2 underground station”, says Gewista CSO Andrea Groh. “The Brand Area is an alternative to our Station-Brandings - which enable the entire advertising integration of the metro stations – and can be booked from now on. The branding in metro stations on select, premium surface areas, in combination with Digital City Lights, offers an impressive advertising presence that, in total, reaches thousands of passers-by daily and remains in the memory for a long time.”
Contracting Client: Austrian Airlines AG, Hauptbüro, Office Park 2, Postfach 100, 1300 Wien - Flughafen
Media Agency:  UM PANMEDIA GMBH, Operngasse 17-21, 1040 Wien
Creative Agency:  Brand Area inkl. Digitalen Ciy Lights - Messe Wien
Advertising Form/Out of Home-Mediamix: 09. - 13.01.

Christian Brandt-Di Maio

Corporate Communications Manager/Pressesprecher
Mobil: +436641000 807


Published in 2019