Advertising - Coming To Airport Security Checkpoints Soon

I learned on the blogosphere that TSA has issued a presolicitation notice on the Federal Business Opportunities Web site looking for vendors to provide advertising at security checkpoints.  My story on this (see here for free) appeared in the Jan. 4 issue of Aviation Daily. 

I won't lie -- a million different thoughts flew through my head when I first read the presolicitation notice.  I had visions of large banners running across the entrance to security touting Winnie's Widgets.  I saw placards hanging over the X-ray machines and metal detectors shilling for Mamie's Slim-Girl Diet Pills.  Flashing before my eyes -- and under my feet -- were ads stitched into the carpet touting Arnie's Anti-Fungal Foot Cream.  I saw tables and bins smothered with ads for the latest in MP3 players and PDAs.

But after speaking to TSA spokeswoman Amy Kudwa, my imagination has been checked.  TSA wants to do a one-year pilot where airports make deals with vendors to provide bins, bin return carts and composure tables for checkpoints in exchange for approved advertisements to be displayed on the bottom of the inside of bins.

An industry observer asked me some interesting questions about the pilot -- who would get the revenue generated from the program and how do you avoid a conflict with existing airport advertising programs?  Well, both questions are moot, because one, the deal is strictly a trade of goods for ads, and the airport will be in control of who can participate in the program. 

As long as the advertising does not distract passengers from security, it’s a great opportunity, said Scott Montgomery, principal at Indianapolis-based Bradley and Montgomery Advertising (BaM). BaM created a campaign for Chase Bank to sponsor electrical outlets at Indianapolis International Airport.

"Anytime you can reach people when they aren’t doing anything else is good. But it’s important to ask whether the message will be rejected or embraced by passengers standing in line,” said Montgomery. "But you don’t want to compete for attention with important security messages. That’s why we did the power outlet campaign for Chase. There’s no competition for attention and it’s an item that people actively seek out.”

TSA is holding an Industry Day Jan. 11 at its headquarters in Arlington, Va., for those interested in participating in the program.  "Any airport operator is allowed to submit a proposal by Feb. 16, 2007, to TSA outlining how they will fulfill TSA's requirements," said Kudwa. "If the proposal is accepted by TSA, a memorandum of agreement will be executed between TSA and the airport operator.

TSA gets free equipment, allowing it to spend money on more important things -- like inline baggage screening systems.   Airport operators get an opportunity for advertising in a unique space.  It looks like a win-win situation for everyone.

Comments

[John Yancey]

As a frequent 54 year old business traveller who has never even had a speeding ticket, much less been arrested, I will go BALISTIC if I encounter ads on security checkpoint equipment. How DARE they try to make money off my inconvenience. Prepare for a REVOLT against this disgusting idea. You might as well arrest me right now.