The Hidden Power of Underrated Airport Advertising Formats

Airports are among the most effective environments for brand visibility. With millions of travellers passing through terminals each year, advertisers compete fiercely for attention. Yet, amid the giant digital screens and wall wraps, several understated formats quietly achieve exceptional engagement. Let’s explore four often overlooked but highly effective options: trolleys, security trays, standees after check-in, and in-flight magazines.

Trolleys – Branding on the Move

Baggage and shopping trolleys are a mobile canvas that follow passengers from car parks to check-in counters. Their constant movement means that your message travels through multiple high-traffic zones. With minimal clutter and repeated exposure, branded trolleys build strong recall. They’re particularly useful for travel, finance, and technology brands wanting to associate with convenience and motion.

Security Trays – A Captive Moment for Engagement

Security checkpoints are among the few moments in an airport journey where passengers are a truly captive audience. Branded security trays place your message directly in travellers’ hands, ensuring unavoidable visibility. Because people interact with trays multiple times during screening, this format combines tactile engagement with high dwell time—ideal for campaigns promoting trust, safety, or innovation.

Standees After Check-in – Visibility Where It Counts

Once travellers clear check-in, they enter a more relaxed state, making this the perfect time for brand reinforcement. Strategically positioned standees guide passengers towards duty-free shops, lounges, and boarding gates. Their human-height scale makes them approachable and effective for welcoming messages, product launches, or experiential campaigns. When paired with digital call-to-action codes, they bridge physical and online engagement effortlessly.

In-Flight Magazines – Trusted Storytelling in the Air

Despite the rise of digital media, in-flight magazines remain a valued source of entertainment and discovery. Passengers often read them cover-to-cover, making them a prime space for long-form storytelling. Brands benefit from an uncluttered, premium environment that aligns with travel inspiration and aspiration. With versions available both in print and digitally on personal devices, their reach extends beyond the flight itself.

These underrated airport advertising formats might not be the flashiest, but they excel in attention, proximity, and emotional connection. By reaching travellers at multiple touchpoints—from arrival to take-off—they deliver impact where it truly matters. In a space saturated with noise, subtlety can be the most powerful strategy of all.