Since 2013 I’ve been responsible for creating and updating more than 200 billboards located inside Houston’s two major airports – William P. Hobby (HOU) and George Bush Intercontinental (IAH). The boards are owned, managed and leased to advertisers by JCDecaux and Houston Airport Systems. This art acts as filler when any of these locations aren’t leased to an advertiser. Between the two airports, these boards are seen by more than 55 million travelers each year and has an estimated yearly ad value of more than $10 million.
Flexibility is key for these advertising spaces. As you can see in the photos below, these appear in many different sizes and locations throughout the airports. The current campaign consists of a colorful paint splash with two or more photos. The text is extremely brief and consists of a positioning statement that Houston is the “Culinary and cultural capital of the South” and a call to action encouraging travelers to create their own customized itineraries at the Visit Houston website. The large photos and bright colors make these hard to miss – important in busy airports.