Marco Polo Venice Airport: transforming waiting travellers into sales opportunities

Sourced from MobiMESH inPiazza

More than 9 Mio passengers travelled through Marco Polo Venice Airport last year.

An interesting target group to create business opportunities inside the terminal and find strategies to engage with these visitors by advertising products.

However this often fails, as advertisements promoted on billboards and screens do not always get noticed. To be effective, communication needs to arrive in the right place at the right time.

This is where digital platforms, such as Wi-Fi Guest, with targeted messages came in. An excellent and profitable Wi-Fi service, in addition to being a key commodity for passengers, makes it possible to improve the airport’s reputation within the ACI ranking.

In the case of the airport, the MobiMESH inPiazza, an efficient Wi-Fi service has been combined with advertising tools delivered directly from the Wi-Fi portal. The Wi-Fi user experience has been optimized by leveraging the versatility of the platform. 

Each retailer can offer targeted advertisements to those who connect to the Wi-Fi portal via their smartphone while waiting for a flight. Not just any advertising as the advertising proposed at the moment of connection is fully customizable based on the different areas of the terminal, a scheduling on an hourly basis and localized messages to take advantage of linguistic nuances to meet retailers’ needs.

That the service has proven a real success can be seen by the results of more than 2.5 million accesses with an average of 6,690 users per day makes the solution attractive to propose advertising profiled around activities inside the terminal.

Targeted advertising with dedicated offers to incentivize their conversion. Early 2023, 3 different campaigns were run to promote the sale of products with as result more than 320.000 impressions. A mix between generic and differentiated campaigns leading to a high success rate.

Want to find out how MobiMESH inPiazza can support your airport with targeted advertising and excellent WiFi?

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