Charlotte Airport Banner
The background of this banner was built in Photoshop and the final compilation in InDesign. The original Photoshop file was created at 43” x 4.42”, 300 dpi. and has 32 layers. The client hired a professional photographer and arranged a photo shoot. The client invited their staff and family to be models for the shoot, as they were looking for a relaxed, casual, real feel. The photographer took over 200 photos and captured quite a few magic moments. The idea behind the banner is to give the viewer an experience that is possible and to leave them with a sense of wonder and family warmth.
This banner was installed at the Charlotte Airport for 8 months. I was honored by the fact it was installed underneath a model of one of the first airplanes to fly, a Wright brothers’ design. I felt it was in good company!
Project Proposal
The client would like a 43’ x 4.42’ foot banner to go in the Charlotte airport in direct view of travelers headed to the baggage claim area. The client would like to have a big “wow” factor that would bring visitors to the aquarium over 280 miles away. The client has requested little text as the audience will be descending the escalator when viewing.
Audience
The airport audience is unique, as the airport is a place where visitors are excited, positive, and receptive. The advertising in the airport is part of the journey. Airport visitors are alert and paying attention to their surroundings more than they do in their
daily lives. These travelers welcome messaging with a positive mindset and process it with higher recall. The nature of travel activity means that this audience may be around the advertising for longer periods of time. Airport passengers are people who invest in travel and are generally decision-makers of the family. This audience is affluent and spends money on higher-priced items like electronics and luxury products. The airport itself adds the impression of prestige and premium quality as leisure travelers, business travelers, connected trendsetters, innovative tech pioneers, and global jet-setters stroll through and absorb the ads around them. The audience for this banner would be educated, well-traveled men and women with families aged 30 to 60 looking for a family vacation.
