Business Live has revealed a new brand campaign at Belfast City Airport as part of the business news site’s launch in Northern Ireland.
Business Live is Reach’s UK-wide business news website that publishes stories written by business writers from across the group’s national and regional titles and it now hosts a Northern Ireland section that is put together by renowned business journalist David Elliott, who is also Senior Client Director at Lanyon Group.
On the launch of the site here, David said “Business Live has already established itself as a leading source of business news across the rest of the UK” and he was “looking forward to expanding that reach in Northern Ireland.”
This is the second brand campaign currently in place at the airport by news publisher Reach, which also owns Belfast Live, with the renewal of its outdoor bus shelter site occupying a Belfast Live design.
According to Belfast City Airport, over 44% of passengers travel through the airport each year for business. “As travel confidence starts to return, the aim is that business passengers will be exposed to the new brand campaign, creating brand awareness through the key launch message that ‘Business Live has landed in NI’”, said Jonathan Eakin, Commercial Director at Reach in Ireland.
The campaign, which will be in place until November, comprises a digital wall, which is an unmissable format within departures where footfall and dwell time are high. The creative includes the tagline ‘A new destination for business news in NI’ tying into the travel theme.
The second format incorporated within the campaign is the sponsored WiFI card. As commuters wait to board, they can access the airport’s free and unlimited WiFi which serves up the WiFi connectivity screen when, once connected, will take users straight onto the Northern Ireland section of Business Live to catch-up on all of the latest business news with the option to subscribe to get Business Live NI news sent to them weekly.
Jonathan added: “We are delighted to launch Business Live in Northern Ireland and even more delighted to see the brand on show here at the City Airport.
“Northern Ireland companies have shown so much resilience over the past year and through Business Live we’re able to support them as they look to grow again, with business news and advertising solutions done with a local focus on a nationally recognised platform.
“Underpinned by David’s brilliant newsletter every Monday the platform offers commercial clients access to a valuable audience, and this campaign at George Best Belfast City illustrates our commitment to the business community here.”
Sonia Armstrong, Media Sales Manager at Belfast City Airport commented: “We are delighted to be working with Reach again and for Belfast City Airport to be chosen as the leading venue to launch Business Live.
“Belfast City Airport is the UK and Ireland’s most convenient airport, primely located close to the city centre and the Northern Ireland offices of some of the world’s biggest organisations.
“Combine this with our robust route network served by regional and blue chip airlines including Aer Lingus, British Airways, and KLM, which provides frequent and convenient connectivity to the UK and Europe, and the fact that over 44% of our passengers annually are business travellers, it’s clear to see why we’re the ideal location for building brand awareness amongst a business target audience.”
Sonia continued: “We have over 100 advertising formats across the airport site with a unique digital portfolio that is always first on the wishlist of our clients. This campaign with Reach, which perfectly harnesses that digital portfolio, provides multiple touchpoints throughout the passenger journey through Belfast City Airport and will undoubtedly drive traffic to the Business Live website and generate brand awareness in the NI market.”
The campaign was booked directly with the Belfast City Airport advertising department. The photography was taken by Justin Kernoghan, Reach Photographer and the creative was designed and produced by Reach’s in-house design studio, by Angela Burns.