Leading airport media specialist, EYE, answers the call of advertisers, delivering a greater understanding of the travel market with the launch of six new target audiences outlining the changing face of travellers beyond the standard of “business” and “leisure”. The new audiences include; C-Suite; Blue Chip Managers; SME Executives, Affluent Weekenders;

Baby Boomers and Young Adventurers
Robbie Dery, General Manager – Eye Fly Australia and New Zealand commented, “EYE has assessed the current misconception that travellers can be simplified as either business or leisure and given the evolution of the airport environment, we have concluded it is just not the case. Audiences can now be targeted more effectively through the consideration of Eye Fly’s six audience segments.”

Results from EYE’s airport research study conducted by Hoop Insights in 2009 reinforce the value of Eye Fly media. The objective of the study was to further develop depth and knowledge of Eye Fly’s domestic audiences by profiling who they are, where they dwell, how much they spend, how often they travel and for what purpose.

Secondly, EYE looked at how travellers interact with the airport environment and which communication channels best target them. This was done by analysing the anatomy of airport terminals, the journey each audience takes through the airport precincts and how they engage with airport media. Some key observations include:
- C-Suite travellers engage with Large Format digital and airport externals
- SME Executives are more likely to engage with interactive promotional zones and taxi-rank advertising
- Baby Boomers spend longer time throughout most precincts, 15 minutes at check-in and 25 minutes at the gate lounge.

These results can be attributed to various factors such as mood and mindset. Travellers feel open, happy and energetic in the airport and this positive mood leads to greater engagement.

“Designing, managing and selling media within airports requires a specialist focus – something only EYE, in the Australian market, can offer. As the face of travellers changes, Eye Fly, with its extensive network and team of experts are well placed to deliver the knowledge required to assist brands communicate and target these newly defined audiences in a relevant environment,” added Mr. Dery.

Eye Fly reaches more than 110 million passengers annually and is the leading airport media provider in Australia and New Zealand.