Primedia Outdoor, wholly South African owned outdoor advertising media owner, recently undertook one of its most challenging site applications ever.

A new, exclusive, and absolutely innovative advertising communication from Primedia Outdoor dominates a main runway concourse at Johannesburg International Airport. "We are enthusiastic about our business and recognise that with the abundance of media opportunities available today, exceptional creative and innovative placement is essential if advertising is to be effective. This unique 'billboard' is pioneering outdoor advertising," comments Mark Mac Donnell, Sales and Marketing Director, Primedia Outdoor.

Passengers on JIA international flights over the December holidays were the first to view the massive 5 000 square metre Virgin Atlantic communication on the grass between two main runways. "This is the first outdoor advertising project of this magnitude in South Africa, and Primedia Outdoor enthusiastically embraced the challenge," states Mac Donnell.

Understandingly, obtaining ACSA approval for the project was a lengthy process, which involved Primedia Outdoor applying for extraordinary work crew and vehicle access permits. The vehicles underwent stringent inspections, roadworthy tests, and were each fitted with neon roof 'lightbars', fire extinguishers, and other safety features. The entire production team went thorough personal background security checks before completing 'airside training' to allow permits to be approved and issued.

Applicated with over 1 000 litres of paint, the giant 'grassboard' is part of the Virgin Atlantic campaign to launch its revolutionary new Upper Class Suites, offering travellers a first class product at business class prices.

"Creative plays an important role in every aspect of the campaign. This project was made spectacular by the innovative and humorous creative coupled with its unique location and size," reiterates Mac Donnell.

Net#work BBDO's creative team Philip Ireland and John Davenport were responsible for the creative and explained "It's really about Virgin taking on the complacent, established giants, through constant innovation. Doing what everyone else (often quite sensibly) says can't be done." The amusing creative message is sure to have most window passengers nudging the passenger next to them to take a look out of the window.

Creative copy reads:
Hey you in the window seat. Bored? Uncomfortable? Next time fly Virgin Upper Class Suite.

The Primedia Outdoor crew completed the project in four days, cutting the grass, mapping out the site with string, nails, plastic, and over 60 cans of spray paint to stencil the outlines of the creative elements. Once outlines were clearly mapped painting began and on the 26th of November 2004 the phenomenal billboard was finally complete.

http://www.primediaoutdoor.co.za