MTN's new outdoor ad campaign featuring bright yellow bus interiors aims to catch the eye of more than 12 million airport passengers this year. The 12 month campaign boasts visual advertising on 35 airport buses, taking passengers from the terminal to the plane, across Johannesburg, Cape Town, George, Port Elizabeth and Durban airports.
Andrew Kramer, group CEO of outdoor media company Altmedia, says: "MTN's campaign is a perfect example of exceptional use of outdoor - simple, pack and brag messaging.
"With approximate annual traffic exceeding 12 million passengers, interior airport bus advertising guarantees a completely captive audience with exposure time ranging from 10 to 15 minutes per trip."
Lynne Diab, senior manager (media strategy, planning and buying) for MTN SA, says including the buses into their media mix was part of the strategy to have a substantial presence at the airports: "It also formed part of our Y'ello Summer 2004 campaign and the public had responded very positively to MTN's "Y'ELLO" embrace at the airports."
