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We had a hypothesis that the airport transfers an additional perceived value onto any brand displayed in the environment. A brand advertising in the airport will potentially be thought of as prestigious, and of higher value.
We set out to prove this by creating fictitious brands and questioning members of the public about their perception of these “invented” products. We created an ad for each brand for several categories (Luxury, Alcohol, Travel, Tech, B2B) together with an image of this ad for each product displayed in 8 different media contexts – at the airport, in a newspaper, online, TV, on a taxi etc.
The results were better than we could possibly have hoped for. The airport scored highest in every one of the categories. The respondent group that had viewed the ads in the airport context consistently valued the brands more highly, and in the case of technology viewed them as more prestigious.