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Scala taking flight in Cyprus

Paddy Baker 19 July 2010

Larnaca International Airport has been equipped with one of Cyprus’s largest digital signage networks, comprising 330-plus LCD screens and 40 Scala 5 Players. Undertaken to provide a high-tech method of meeting, greeting and educating airport travellers, the project was completed with the help of Ad Airport Media and Clear Channel Interspace Airports.

The network is made up of dynamic high-tech static and motion media that is located strategically throughout the airport. The majority of the displayed advertisements focus on Cyprus and what it has to offer visitors. Advertising content is spread across an array of high-end brands such as Rolex and Ulysse Nardin, telephone providers including Vodafone, luxury golf properties for sale, private banking products and many more.

Upon arrival, travellers are met by two state-of-the-art digital signage media: the Sequential Digital Strip and i-Player, which are installed next to the terminal’s moving walkway/travelator. The Sequential Digital Strip is made of blocks of eight, 16, 24, 40 and 64 screens. The same creative message is placed on each screen block, and the duration of the content loop matches the time a passenger stands on the travelator. This allows advertisers to broadcast their messages continuously or repeatedly so that a passenger can view the entire message at least once at each stage of the travelator trip.

As travellers approach passport control, they will see a bank of i-Players, each of which consists of seven 52in HD LCD screens configured to create the illusion of a single canvas. Once again, co-ordinated and synchronised creative messages are delivered to passengers on the travelator. Elsewhere, the baggage claim incorporates five video cubes, each created from 30 40in LCD screens in 3×4 and 2×3 configurations, and simultaneously playing the same messages. The Scala Player 5 software synchronises the content on each of the cubes to ensure a unified message.

Scala’s VP of EMEA, Oscar Elizaga, told IE: "The Larnaca International Airport advertising-based digital signage project is an excellent example of what can be achieved when you combine a very smart advertising operator like AdBoard together with the best-in-class components in the industry. Scala is proud to support this iconic project, capable of delivering instant and relevant information to a captive audience through high-quality and compelling content in a very fast-moving airport terminal environment."

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