OmniServ, Wildstone Airports and Heathrow in global media first.

OmniServ, a subsidiary of ABM and a UK airport service contractor, has developed a new partnership with London Heathrow Airport and Wildstone Airports to start selling media across its inter-terminal bus fleet, offering brands an untapped opportunity to engage with a captive audience.

The first-of-its-kind offering will enable brands to completely immerse into the environment and create an impactful presence across the entire fleet of 26 buses. The media toolkit boasts exterior wraps through to interior furnishings, flooring, digital screens and seat-back tablets.

The partnership offering can also include value-added services such as permanent uniformed staff on board to help passengers with destination information, and the ability to fulfill shopping needs, product demonstration and sampling.

OmniServ engaged with Out of Home media specialists Wildstone Airports for this new initiative, bringing on board the expertise of managing director Paula Oliver, who brings unparalleled expertise in the development of ground-breaking airport advertising.

The new advertising format lends itself to British brands looking to showcase the idea of “connecting people” or international brands looking to reach a multi-cultural audience.

The new fleet of 26 state-of-the-art buses were unveiled by OmniServ at Heathrow Airport in December 2014. The digital capabilities on the buses can unlock a wealth of potential for brands in utilising NFC technology, ibeacons and digital screens.

The inter-terminal bus service, which departs approximately every 10 minutes, connects all four terminals at the UK’s busiest airport transporting approximately 8.5 million passengers per year through the airport with an average dwell time of 13 minutes.

Paula Oliver, managing director at Wildstone Airports, commented: “It has been a pleasure to work with OmniServ and Heathrow Airport on this project to deliver this completely unique and immersive opportunity. As the UK’s premier hub, Heathrow Airport provides an exclusive and highly desirable international audience. We love the interactivity which is possible within these buses, however are also really excited about the exterior vinyl wrap which will provide a brand with huge advertising canvases, constantly in motion around the airport,”.

Ernie Patterson, chairman at OmniServ, said: “OmniServ and Heathrow Airport have enjoyed a long-standing partnership across many aspects of airport operations. We’re incredibly excited at the prospect of opening the door for new revenue generation for the airport by expanding into operational service channels that were previously untapped. This marks another step to ensuring all key touch points in the customer’s connection journey at Heathrow provide a quality, enhancing experience.”