Proxama and Primesight expand proximity network into airports with book launch campaign

21st June 2017

Proximity marketing and data company Proxama has won the contract to use the latest proximity technology in two major UK airports. The inaugural campaign promoting book sales via passengers’ smart phones is live throughout June, in partnership with fast-growing fiction publisher Bonnier Zaffre and the UK’s leading billboard owner Primesight.

In collaboration with media agency Total Media Connect, Proxama’s technology will deliver targeted campaigns to travellers in airport departure lounges using proximity marketing techniques to promote the release of ‘Exile’ – the latest thriller by bestselling author James Swallow.

The beacons will be located alongside Primesight’s digital 6-sheet panels at advertising locations within two major UK airports, and Proxama’s mobile technology will trigger notifications which will be sent to passengers’ phones using Proxama’s partner apps.

The campaign is a natural fit with airports because they are one of the best places for publishers to promote their products as audiences are primed to look out for books to take on holiday while waiting for flights. This out-of-home (OOH) media messaging will be amplified with a mobile proximity-based notification sent to consumers’ Bluetooth-enabled phones through the Proxama technology, driving purchase intent in moments that matter.

John Kennedy, CEO of Proxama, says: “This is our first campaign at major UK airports and we’re excited because departure lounges have a high footfall of consumers passing through as well as lengthy dwell times which are perfect for proximity campaigns to reach a captive audience.

“We’re delighted to be working with Bonnier Zaffre, and we will assist the fiction publisher in sending targeted and permissioned notifications to the smart phones of people using our partner’s apps. These notifications will be received by people likely to be considering buying a book to read on their holiday.”

Joel Harris, Strategy Business Director at Primesight, comments:

“There has always been a strong link between OOH and mobile. The tipping point came in May 2015 when smartphones overtook desktop as our main mode of search.

“Primesight’s partnership with Proxama taps into this behavioural change by allowing advertisers to deliver a two-screen communication, using OOH panels to prompt and drive brand engagement whilst delivering a push notification message through beacon enabled panels. The unrivalled accuracy that Bluetooth technology provides allows a brand to serve a message based on a consumers’ exact location.

“The airport is the perfect environment for Bonnier Zaffre to reach tech-savvy and curious consumers looking for last minute inspiration. Books and travel go hand in hand so it’s fantastic to see a publisher using beacons to target travellers with contextually relevant messaging close to book retailers.”

Stephen Dumughn, Marketing Director at Bonnier Zaffre said: “I’m thrilled to be partnering with Proxama and Primesight on this campaign for Exile. At Bonnier Zaffre, we are always looking at innovative ways to reach readers with the message about our books, and the opportunity to engage holidaymakers at their moment of departure while they are browsing bookshops is a really exciting development in the media landscape. I’m looking forward to seeing the results this campaign delivers, and we’re proud to be the first publisher to promote our books in this way.”