Ad-Air set to place huge ads in fields by major airports

LONDON - A new outdoor advertising company, which plans to place huge ads in fields next to major international airports, launched yesterday.

Ad-Air, whose non-executive chairman is John Sharkey, the former managing director of Saatchi and Saatchi UK, will set up its 20,000sqm ads in positions that are clearly visible from planes as they take off and land.
The global company, which has £5m of private equity financial backing and has spent the past five years researching the project, is launching its first flight path ad in Dubai on 22 October.
It also has plans to install three fixtures at London Heathrow in the first quarter of 2008, where it hopes to achieve 20 million gross impacts a year from 10 million unique views. The five-acre ad spots will go for a six-figure sum and will each remain in place for a year.
Further confirmed sites include airports in Paris, Madrid, Los Angeles, Beijing and Tokyo. Each airport will carry a maximum of four Ad-Air sites.
Every ad will be displayed with the permission of the landowner and, it is claimed, will not be visible to local residents. The London sites, for example, will be raised 30cm off the ground on a scaffold and will be made of a PVC mesh to prevent water retention – something that Heathrow owner BAA feared would attract migrating birds.
In a further agreement with BAA, the Heathrow sites will not be illuminated, although much of Ad-Air’s portfolio will be.
The company was founded by managing director Paul Jenkins, who set up IT recruitment management business Innovation International, along with operations director Haakon Dewing.

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