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Airport platform secured until 2010

Cell C has renewed its contract for the departure corridors at OR Tambo International Airport for a further five years until 2011. The mobile network operator has had the contract with Wideopen Platform for the past two years.

“The sheer scale of Wideopen Platform’s displays on the 23 departure corridors at the airport provides a highly effective medium for Cell C to deliver its message,” says Wideopen Platform CEO Caryn Cohen. “The total area of visible displays amounts to an impressive 6400 m2.

“With the displays being visible from the airside, runway and inside the planes, Cell C has a strong presence in the airport. In addition, Cell C is the first and last thing passengers see when arriving and departing, creating top of mind recall for the brand.”

Targeting high-income passengers on domestic and international flights, Cell C aims to influence national and global decision makers.

The latest campaign, put together by Net#work BBDO (creative), The MediaShop (media strategy), and Media Foundry (to erect the promotions), aims to encourage non-Cell C clients to port their mobile numbers to the network. In line with the national campaign conceptualised by Network BBDO, it features adults portrayed the size of small children to illustrate the portability concept.

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