A new step in advertising

Leading from arrival terminals, through to the multi-story parkade directly to Tempest Car Hire, the highly durable decals promote TomTom GPS car navigation rentals and target both local and international travellers arriving at the OR Tambo International Airport.

"Travellers renting a car only have to follow the floor decals and they will be led straight to their vehicle. By the time they arrive at the car hire company, they will be fully aware that they can rent a personal navigation device," explains Mark MacDonnell, Primedia Outdoor's Sales and Marketing Executive.

TomTom is claimed to be the world's leading portable navigation device and the campaign offers the lowest daily rental price in South Africa, R49. The units are intuitive and easy to use and any destination can be pre-loaded for the customer at the point of collection. "This campaign allows travellers to feel more confident on South African roads, as the system makes any journey safer, quicker and less stressful," MacDonnell adds.

The floor decals draw instant attention, educating travellers and consumers about the brand. The campaign is running from December to March to coincide with the peak travel season and because of their placement at an airport, they create impact with the very target market most likely to use a GPS – a tourist who wants to get to Sandton, not Soweto.

Or, for that matter, Soweto – and not Sandton.