Johannesburg, August 2021 – South African financial services group Sanlam is looking to make a big impact with a niche, targeted audience, with an Airport Ads® campaign that is well-placed to drive increased levels of awareness of the Sanlam brand.
The campaign has been rolled out at Lanseria International Airport to the north-west of Johannesburg, with Sanlam opting for size and scale, in the form of a classic large-format site targeting domestic travellers approaching the high dwell-time security check-in area.
This, as it targets the South African business traveller who makes regular use of Lanseria International Airport which has seen steady monthly domestic passenger growth. The airport has built a reputation as Johannesburg’s business travel-focused ‘hub’, connecting the city with other major business centres in South Africa, in the form of Durban and Cape Town. The latest passenger numbers available from Lanseria International reflect continued month-on-month growth, with May 2021 approaching 60% of the total passenger numbers achieved for the same period in 2019.
“Travel continues to grow, with business travel dominating the airport landscape even more than before, due to the impact of Covid-19, and Sanlam has clearly identified the opportunity to engage directly and effectively with this particular audience – one that sits in the upper-income segment,” says Mzi Deliwe, Deputy CEO of Provantage Media Group. “This sort of targeted approach is what delivers results in the Out of Home advertising space.”
The selected iconic Airport Ads advertising site’s large size delivers impact and high levels of awareness, providing an airport based canvass on which Sanlam is able to drive a consistent message of its financial services products, which include life insurance, funeral cover, retirement annuities, unit trusts, personal loans and online wills.