Projects: Pattison Turns On YMM

June 11, 2014 by Dave Haynes

Normally, news of an out of home ad company winning the ad concession and putting screens into a secondary airport wouldn’t be terribly interesting.

But Pattison Outdoor Advertising has won, put up and turned on all the static and digital positions at the shiny new air terminal at Fort McMurray Airport (YMM), which is Canada’s fastest growing airport. Fort Mac is despite that a secondary market, at best, but the thing is … the people flowing through that airport tend to index off the charts in terms of disposable income.

Well north of Edmonton, the small city is in the heart of Canada’s Oil Sands, and the heavily male population working there tends to get out of town with plans of spending a lot of the money they make mining gooey sand deposits and send it off to be refined into oil.

Says a news release:

YMM and the new terminal are expected to generate an estimated $363 million a year in economic activity for Canada’s fastest growing Regional Municipality (Wood Buffalo), and PATTISON’s significant investment will make airport advertising an incredibly attractive opportunity for local and national advertisers.

PATTISON is strongly committed to providing advertisers innovative and next-generation options, and this partnership will enhance its Out-of-Home product portfolio. Over 60% of all Out-of-Home products available at YMM will be digitally based, with PATTISON’s featured products to include a 3’x3′ Digital Wall Matrix and Flight Information Displays (airport flight arrival and departure information screens located adjacent to advertising displays).

“This incredible partnership provides advertisers at the Fort McMurray Airport with an amazing communication solution reaching 1.5 million passengers,” said Brian de Ruiter, Vice President and General Manager, Prairie Region of PATTISON Outdoor Advertising. “Combining our digital and traditional Out-of-Home solutions to an advertiser’s campaign will create a compelling value proposition to customers during extended dwell times, and a sustainable advantage against competitors.”

The new ATB will be 15,000 square meters in size (five times the size of the current building) and feature all the amenities of a modern terminal with over 2,200 parking stalls, a four-star hotel, and heated underground parking connected to the ATB via a climate-controlled pedestrian walkway.