Arrivals On-Line kiosk makes debut at National Looking for a way to reach 28 million captive buyers?


Looking for a way to reach 28 million captive buyers?

That's how many people pass through National Airport each year. Now those travelers will see advertising on media options, with information for tourists and residents.

The new system at National - an interactive kiosk - is called Arrivals On-Line. No other airport in the United States has such a comprehensive and technologically advanced system, according to Peter Abrahams, advertising director for The Magazine Group. TMG is on contract to the Metropolitan Washington Airports Authority to oversee the system.

Arrivals On-Line is actually part of a package of advertising options that includes: Washington Flyer magazine; the CNN Airport Network, of which nine minutes an hour is controlled locally; and Arrivals On-Line TV.

Arrivals On-Line provides information on such topics as rental cars, hotels, restaurants, economic development and local market data.

Some of the kiosks feature a direct-dial option for users. Above the kiosks, which are in the baggage claim area, is Arrivals On- Line TV, where advertisers can reach all those people patiently anticipating the arrival of their luggage.

Arrivals On-Line TV presents specially packaged news feeds from WJLA-TV Channel 7, updated twice daily. In addition to National, it soon will appear on video walls at Dulles International Airport.

Abrahams hopes to have 20 multimedia sponsorships - at a cost of $35,000 each - that will include all the media, print and broadcast.

Sponsors that have already signed on: National Geographic, the National Gallery of Art,Bell Atlantic, the Newseum, Sprint Spectrum, the Greater Washington Initiative and a consortium of Northern Virginia hospitality groups. The package includes four 30- second spots daily on the CNN Airport Network at National and Dulles; eight 30-second spots daily on Arrivals On-Line TV; placement at all information kiosks at both airports; and an annual contract (six issues) for a full-page, four-color ad in Washington Flyer.

Bethesda agency Nasuti & Hinkle is handling the campaign to attract advertisers and agencies to the media options.

AIRPORT SEQUEL. There's a lot of interest in the airport authority's $1 million search for an ad agency.

More than 30 agencies showed up at the recent preproposal conference. Not all were ad agencies, either; some were design houses and some public relations shops.

Among the companies that showed up: AbramsonEhrlichManes; Earle Palmer Brown; Stackig Advertising & PR; Richardson, Myers & Donofrio; The Stern Agency; The Ad Agency; Porter Novelli; Dean Nettles Associates; and Kershner & Co.

For those who couldn't make it, the authority clarified that proposed media expenditures are included in the $1 million ceiling and that the authority will not pay a 15 percent commission if the agency places the media. There may be some PR services required - to a limited degree.

Bids are due Aug. 15, with the contract expected to be awarded in early fall. Campbell Group of Baltimore is the incumbent.

LOYALTY. Last month we cited a survey that reported client-agency relationships at their lowest ebb since 1964. The study came in the wake of news of large clients such as United Airlines that have shifted accounts after decades-long alliances with ad agencies.

Our report prompted Kelly O'Keefe, president of Cadmus Marketing Group in Richmond, to write, "It intrigues me because I've been lucky enough to have built long-lasting relationships with a couple of clients." O'Keefe said two clients - ABC Cookie Bakers and Morton G. Thalhimer, a Richmond developer - have been with him since he opened in 1990.

O'Keefe had his own shop back then, O'Keefe Marketing, and didn't join Cadmus until last year.

David Abramson, president and chief executive officer of AbramsonEhrlichManes, said the average ad agency-client relationship lasts three years. He said his average 11.3 years.

While Abramson hasn't seen a "diminution of client loyalty," he does note increased demand for efficiency and accountability. "If an agency is having trouble with a client, maybe they should look in the mirror," he said.

AbramsonEhrlichManes has had American Service Center as a client since 1973 and 20th Century Fox since 1981.

MOVERS. Virginia lobbyist James Hazel joined Ryan-McGinn in Arlington as senior vice president. Hazel was an original board member of the Virginia Technology Council, established by the state to advise on technology matters. ... Powell Tate named Bess Bezirgan and Elizabeth Lubow group director and account supervisor, respectively. Bezirgan was deputy chief of staff and press secretary for Rep. Bobby Rush, D-Ill., while Lubow comes from the White House media affairs office.

CALENDAR. The Direct Marketing Association of Washington is holding a workshop designed for people who manage creative teams in direct marketing and advertising Sept. 19 at the Key Bridge Marriott. Cost: $239 for members, $299 nonmembers. For more information, call (703) 821-3629.

Phil Rabin and Carolyn Myles can be reached by fax at Washington Business Journal at (703) 875-2231. Send e-mail to their CompuServe account at 72250.2713.