Instead of pursuing traditional advertising, the company created an immersive experience at London City Airport.
The idea for the hub came from Maureen McGuire, Bloomberg’s chief marketing officer. The company initially wanted to implement traditional advertising schemes at the airport lounge, but instead McGuire proposed a revamp of the entire space, which was old and in need of an upgrade.
According to a press release, the Bloomberg Hub consists of five main elements: the media ticker, the media panel, the lounge, the media wall, and the WiFi sponsorship.
One of the first things that people may notice about the Bloomberg Hub is the digital news ticker running inside the pre-security zone and in the atrium beyond that. The media ticker, which is 130 meters of scrolling digital media made up of over 23 million LEDs, display regularly-updated news headlines and financial information.
The media panel consists of six ultra high definition 55-inch digital screens located at the entry point of the airport’s security and passport control area. The panels display visual content and messages customized for different times of the day.
The lounge is 230 meters of space designed to meet the needs of business travelers. Travelers can choose among different zones designed to help them work, relax, network, and do whatever they need to do to for their trip. Passengers have free access to tablets loaded with Bloomberg’s apps, computer terminals for subscribers to Bloomberg Professional services, as well as a Bloomberg Analytics help desk staffed during peak hours. The lounge also has free Wifi, universal charging stations, and even a free shoe-shine and press service.
The lounge houses the media wall which is made up of twelve 55-inch ultra HD screens and displays flight information, news, data and insights, and clips from Bloomberg Television.
McGuire told The Drum that at the moment the platforms will be focused on promotions for Bloomberg. About 85 percent will be valuable content and the rest advertising.
Bloomberg and London City Airport have a three-year agreement regarding the Bloomberg Hub.
Find out more in the video below.