Dealership Ads Target Air Travelers

Jacksonville, FLA-based Coggin Automotive Group is joining a list of companies trying a new form of marketing: putting ads inside bins used by travelers going through airport security checkpoints.

Coggin's bin ads at Jacksonville International Airport are part of an overall campaign (which includes radio, TV, cable, billboards and direct mailings) to steer consumers toward its website and 19 northeast Florida locations.

In effect, Coggin is sponsoring the airport's checkpoints by funding the installation of SecureTray System's carts, bins and tables designed to establish a more organized, customer-friendly environment.

The system was custom-installed and will be maintained with revenues from the Coggin ads at the bottom of plastic bins in which travelers put laptops, shoes and other personal items for security screening.

“We get to help JAX improve their passengers' travel experience, while keeping our business in the forefront of those travelers' minds, without being loud, boisterous or offensive,“ says Coggin President and CEO Charlie Tomm.

The SecureTray System is TSA-approved and in use at 11 airports in the U.S., including Los Angeles International, with additional airports slated for program deployment soon.

While Coggin ads can only be found in JAX, the company has joined other system sponsors, including Zappos.com, Sony, Sylvania and Rolodex.