Wideopen Platform, a Primedia Unlimited subsidiary, was recently employed by Mini to execute a continual travelator branding campaign at Johannesburg International’s domestic departure terminal. The noteworthy advertising gave Mini a unique opportunity to effectively reach upper LSM tourists and business people in one of the country’s highest traffic areas over a four-month period.

Wideopen Platform specialises in high impact outdoor advertising that harnesses the opportunities offered by existing urban structures. The company has had a particular impact at the country’s airports, developing a range of unique advertising platforms geared towards big brand exposure.

Positioned as an innovative, edgy, and cheeky brand, Mini was the first to take advantage of Wideopen Platform’s strategic travelator advertising. The savvy creative by King James Johannesburg worked extremely well in the almost 1km of uninterrupted branding at Johannesburg International Airport, pushing the boundaries of the out of home environment. The Mini travelator campaign was fused with print and traditional outdoor.