Primedia Outdoor, South Africa’s largest locally owned outdoor advertising media specialist, reaped valued honours at this year’s Roger Garlick Awards, by jointly winning AMASA Gold with Net#Work BBDO, for their innovative Virgin Atlantic runway concourse billboard campaign.

This innovative campaign, conceptualised by Net#Work BBDO’s creative team of Phillip Ireland and John Davenport, was a first for Primedia and South Africa, and featured a massive 5 000 square meter Virgin Atlantic billboard painted on the grass between two major runways at Johannesburg International Airport.

The aim of the campaign, which ran over the December 2004 holiday period, was to launch Virgin Atlantic’s revolutionary new Upper Class Suites, offering travellers a first class product at business class prices. The creative copy combined with spectacular size and unique location ensured unequivocal impact and delivery to the target market.

“This was the first outdoor advertising project of this magnitude in South Africa, and we enthusiastically embraced the challenge. We are honoured by industry recognition of the creativity, innovation and ‘out-of-the-box’ thinking reflected in the Virgin Atlantic campaign strategy,” says Dashni Naidu, Marketing Manager, Primedia Outdoor.

http://www.primediaoutdoor