UBS has launched a branding and marketing initiative targeted at high-net-worth travelers and corporate executives in private airport terminals. UBS has teamed with Panorama Flight Service, a private aviation company, to receive private branding rights at Westchester County Airport in White Plains, N.Y.
The program, in the works for over a year and launched earlier this month, provides travelers with WiFi access, an interactive plasma wall, and kiosks with free internet access in terminals. The UBS slogan "Available in two locations, everywhere and right next to you," is visible on external light box posters as well as decals on runway stairs. Additionally, UBS has built a conference room for travelers to use.
The initiative, spearheaded by Nadine Genet, head of global advertising, is targeting wealthy travelers who look to private air travel instead of cluttered mainstream airports. "We know they´re big travelers and they´re using private air travel more than ever because they can afford to do so," said Genet. The Westchester County Airport caters to individuals and companies flying in and out of the New York area by private jet.
Similar branding partnerships are being rolled out in Biggin Hill in the United Kingdom and Beijing, China, with plans for more as the initiative progresses, said Genet, who declined to comment on cost specifics. "This is an opportunity for us to learn. It´s a pilot, which is a cute pun because we´re doing it in an airport," Genet noted. --K.O.