Advertising in Gerald R Ford International Airport (GRR)

*All metrics are based on a 4-week advertising campaign

Situated in the thriving city of Grand Rapids, Gerald R Ford International Airport serves as a key gateway to Michigan and a prime advertising opportunity. This bustling airport connects millions of passengers annually, reflecting the diverse and innovative spirit of Grand Rapids. At GRR, advertising goes beyond conventional boundaries, engaging a wide audience while showcasing local culture and creativity. Here, each advertisement becomes an essential component of an ongoing conversation among travelers, industries, and the vibrant community.

Why advertise at GRR?

Gerald R Ford International Airport (GRR) is a significant hub for travelers and businesses alike, offering unique advertising opportunities. Here are some notable aspects of GRR:

• Accessibility: GRR is easily accessible from major highways, making it a convenient choice for travelers in the region.
• Passenger traffic: Millions of passengers pass through GRR annually, providing a diverse and captive audience for advertisers.
• Local culture: Advertising at GRR showcases the vibrant culture and creativity of Grand Rapids, connecting with both local and visiting travelers.
• Flexible advertising options: GRR offers a variety of advertising formats, from static billboards to hand-painted murals, allowing advertisers to tailor their campaigns to their target audience.

Grand Rapids Market

• Population: Grand Rapids is the second-largest city in Michigan, with a population of over 200,000 people, according to the U.S. Census Bureau. The larger Grand Rapids metropolitan area has a population of over 1 million residents.
• Economic growth: The city boasts a diverse economy, with major industries including healthcare, manufacturing, and education. Grand Rapids is also known as "Furniture City" due to its historic prominence in the furniture manufacturing industry.
• Cultural diversity: Grand Rapids is home to a diverse population, which includes a mix of ethnicities, races, and backgrounds. This diversity offers advertisers the opportunity to target a wide range of audiences and demographics.
• Entertainment and sports: The city offers a vibrant arts and entertainment scene, hosting events such as ArtPrize, an international art competition, and the Grand Rapids Film Festival. While there are no major professional sports teams based in Grand Rapids, the city is home to minor league teams like the Grand Rapids Griffins (AHL) and the West Michigan Whitecaps (MiLB), providing additional advertising opportunities.
• Education and innovation: Grand Rapids is a hub for higher education, with institutions such as Grand Valley State University, Calvin University, and Aquinas College. This concentration of academic institutions fosters a culture of innovation and research, making the city an attractive market for advertisers targeting tech-savvy and educated audiences.

Grand Rapids Audience

• Local residents: Grand Rapids is home to a diverse population of over 200,000 residents, including young professionals, families, students, and retirees. This variety of demographics allows advertisers to target specific groups or appeal to a broader audience within the city.
• Regional tourists: As a popular destination in Michigan, Grand Rapids attracts numerous regional tourists for its vibrant arts scene, outdoor recreation, and craft beer culture. This presents a valuable opportunity for advertisers to reach visitors from neighboring states and showcase their brand to a wider audience.
• Language diversity: Grand Rapids is home to a diverse community, with a mix of languages spoken throughout the city. Advertisers can consider language barriers and cultural nuances when crafting their messaging, using multilingual campaigns or visual storytelling to effectively communicate with a broader audience.
• Interests and lifestyles: The Grand Rapids audience is characterized by a wide range of interests and lifestyles, from arts and culture enthusiasts to sports fans and foodies. Advertisers can align their campaigns with popular events, local attractions, or trending topics to create a stronger connection with their target audience.
• Highly connected: Residents of Grand Rapids are well-connected through digital devices and social media platforms. Advertisers can leverage this connectivity to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences, reaching a tech-savvy and educated audience.

Types of Airport Advertising

Here are some of the most common advertising platforms at GRR:

• Video walls: Strategically placed video walls throughout the airport can display eye-catching digital advertisements, capturing the attention of passengers as they navigate the terminal. For example, a large video wall near the baggage claim area can showcase a local hotel's promotional video.
• Airline lounges: Advertisers can target premium passengers by placing ads in airline lounges, where travelers often spend time relaxing and waiting for their flights. An example could be a luxury brand promoting its products through high-quality print ads or digital displays in the lounge.
• Security areas: Advertising in security areas, such as near the TSA checkpoints, can reach a captive audience as passengers wait in line. For instance, a travel insurance company might place a billboard promoting its services right before the security screening area.
• In-flight videos: Partnering with airlines to include advertisements in their in-flight entertainment systems can target passengers during their flights. A car rental company, for example, could have a short commercial played during the pre-flight safety video.
• Baggage carousels: Advertisements placed around baggage carousels can engage passengers as they wait for their luggage. A local restaurant might place a large banner ad near the carousel, enticing hungry travelers to visit their establishment.

These are just a few examples of the many advertising opportunities available at GRR, with countless other options to explore and customize for your specific campaign needs.

Airport price breakdown

Billboard pricing in Grand Rapids varies depending on factors such as location, size, and duration, with the following price ranges:

• Average Price: The average price for a billboard in Grand Rapids is approximately $1,500 per month.
• Median Price: The median price for billboard advertising in the city stands at around $1,200 per month.
• Lowest Price: The lowest price for a billboard in Grand Rapids can be as low as $500 per month, depending on the specific factors mentioned above.

Airport Impression and CPM Metrics

Impressions and CPM metrics for billboard advertising in Grand Rapids can be broken down as follows:

• Total Impressions: The total impressions for a billboard in Grand Rapids can vary widely, with some billboards generating as many as 500,000 impressions per month.
• Average Impressions: On average, a billboard in Grand Rapids may receive around 100,000 impressions per month.
• Median Impressions: The median number of impressions for a billboard in the city is approximately 75,000 per month.
• Average CPM (Cost Per Thousand Impressions): The average CPM for billboard advertising in Grand Rapids is around $15.00.
• Median CPM: The median CPM for a billboard in Grand Rapids stands at approximately $16.00.

Some of the top airport ad providers for GRR

Here is a list of top billboard providers for GRR:

• Clear Channel Airports is a leading provider of airport advertising solutions, offering a wide range of formats and targeting options for advertisers at GRR.

Other formats for advertising in Grand Rapids

A closer look at the data reveals the depth and breadth of the advertising opportunities available in Grand Rapids:

• Static Billboards: With 479,000 impressions and an average CPM of $11.16, static billboards provide a consistent and highly visible presence in the city, making them a popular choice for advertisers.
• Digital Billboards: Digital billboards generate 40,000 impressions and have an average CPM of $11.73, offering dynamic and flexible messaging options for advertisers looking to make a strong impact in Grand Rapids.
• Retail Venues: Advertising in retail venues garners 42,600 impressions and an average CPM of $14.76, allowing brands to connect with consumers in high-traffic shopping areas and capitalize on impulse purchases.
• Transit: Transit advertising reaches a massive 3,392,000 impressions with an average CPM of $12.44, providing advertisers with the opportunity to target commuters and travelers on buses, trains, and other public transportation systems.
• Everything Else: Other advertising formats in Grand Rapids generate 1,526,000 impressions and have an average CPM of $7.13, showcasing the diverse range of options available for brands to reach their target audience in unique and engaging ways.

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