Visitor centre wins airport ads contract

A not-for-profit membership organisation has been awarded the advertising contract at Broome International Airport that will include a “pop-up” information kiosk and big digital screens to highlight what the region has to offer.

The Broome Visitor Centre submitted the winning tender that combines a new and targeted approach with its own knowledge of attractions and businesses in the wider Kimberley region and Broome.

Under the deal, the BVC will be responsible for providing and maintaining airport advertising signage infrastructure and selling advertising space.

The rollout will include large digital screens displaying everything from iconic destinations to must-do activities.

The BVC also intends to establish a “pop up” information service in the arrivals hall to welcome visitors to Broome.

More than 375,000 people pass through the airport annually.

BVC general manager Nick Linton said the contract provided the opportunity to create “a strong first impression with visitors to Broome”.

“Airport advertising allows us to connect with visitors as soon as they touch down,” he said.

“It fits perfectly with our centre’s strategy for greater engagement with visitors earlier in their stay.”

Mr Linton said the agreement was an example of a “productive local partnership” that would see benefits sustained in the region.

BIA general manager Paul McSweeney said the airport was excited to partner with the BVC for airport advertising.

“The Broome Visitor Centre submitted an extremely competitive and high quality proposal and we look forward to working closely with them to bring their concepts to fruition,” he said.

Mr Linton and Mr McSweeney said profits generated from the advertising would be reinvested into the Broome economy and used to enhance tourism in the region.

“The contract will enable local staff to be actively involved in our revamped approach to advertising, including through participants in our forthcoming indigenous traineeship program taking part in the ‘pop up’ information service,” Mr Linton said.

Both parties said they would work closely with existing advertisers to ensure a smooth transition under the new contract.