Article

Danoo, Trofie introduce digital screens in airport retail

Network partnership plans to bring digital signage to 150 stores in 40 major airports.

January 12, 2009

SAN FRANCISCO — Danoo, a digital out-of-home media network that delivers relevant, entertaining and localized media to people in coffeehouses and cafés, has announced a new partnership with Trofie, a national firm specializing in marketing and advertising solutions for airport and specialty retailers.

With Trofie, Danoo will roll out screens in more than 150 airport retail locations throughout 40 of the country's busiest airports, including major hubs such as Atlanta, Chicago, Dallas, Los Angeles, Miami, New York, Washington D.C., Denver and Las Vegas.  The new airport locations will expand Danoo's monthly reach to more than 18 million viewers.

Trofie's network of partner newsstands, gift stores, bookstores and specialty shops reaches millions of travelers daily as they pass through the busiest airports in the United States. 

"Danoo's success in reaching community influencers in local hotspots proved that its approach would work well with Trofie's base of airport retailers and that Danoo can provide an ideal mix of content and advertising for the air traveler," said Trofie CEO/managing partner Christine Z. Crowley. "We believe that Danoo's technology platform and programming expertise will deliver an outstanding experience for travelers, retail owners and advertisers."

Based on a successful pilot program at Compass Books in the San Francisco International Airport during late 2008, Danoo and Trofie will introduce digital screens in newsstands across the country in mid-January, starting with the world's busiest airport, the Hartsfield-Jackson Atlanta International Airport.

"Our partnership with Trofie to expand into airports is a natural for Danoo, given our focus on reaching influential and on-the-go consumers in high quality, high traffic locations," said Aileen Lee, Danoo's CEO. "The average post-security wait time for a flight is now more than 45 minutes, so we have a great opportunity to help millions of travelers stay connected with the world while they wait for flights, through Danoo's useful and entertaining digital content platform."

Danoo has taken into consideration the unique needs of air travelers and modified the highly localized content typically found at its neighborhood locations to create relevant programming for travelers. The airport retail partner screens will feature flight status updates, national weather maps and departure and arrival information, in addition to news, sports, stocks and entertainment segments.  

For advertisers, the Danoo/Trofie digital network presents an immediate opportunity to showcase merchandise and services available in retail airport settings to a mobile audience. 

"Trofie is one of the most respected and experienced providers of marketing solutions for airport retailers which makes them a perfect partner for this initiative," said Lee. 

Products of interest to travelers, like magazines, books and travel accessories, will be promoted on digital screens at the point of purchase and in key areas in the stores. 

"Research has consistently shown that highlighting products on dynamic digital media in these retail environments can dramatically increase sales, upwards of 20 percent lift has been experienced," said Crowley. "The promotional opportunity on these screens is extremely compelling to partners who have products of interest to travelers."