Zappos.com Launches Security Checkpoint Ad Campaign
NEW YORK, NY (December 16, 2009) –Zappos.com, a leader in online apparel and footwear sales hailed for its innovative online marketing strategies, unveiled a novel ad campaign to reach nearly 8 million travelers departing from New York and New Jersey airports every month.
SecurityPoint Media (SPM) and JCDecaux North America, the company that handles advertising at JFK, LaGuardia and Newark airports, have successfully installed the Zappos-sponsored SecureTray System at all three airports just in time for the Holiday travel rush and the 4th quarter retail push. The Zappos.com campaign is exclusive and dominates all three markets, guaranteeing impressions from virtually every passenger departing from the New York market range.
The Zappos.com SecureTray campaign is part of a broader brand strategy to integrate online and offline tactics, complementing traditionally Web-centric campaigns. The launch of the new campaign follows a highly-successful advertising run during SPM’s pilot program and validates the effectiveness of the media, which uniquely positions brands like Zappos.com to reach frequent flyers, an elusive but highly coveted group of consumers, in a controlled and uncluttered environment. According to the Bureau of Transportation Statistics, the total number of passengers traveling through U.S. Airports was more than 809 million in 2008.
“Zappos.com is a visionary brand, consistently pioneering thought-provoking marketing strategy fueled by the company’s marketing team and CEO Tony Hsieh,” said Joe Ambrefe, President of SecurityPoint Media. “Strengthening our business relationship will complement Zappos’ powerful online presence with a real-world vehicle to reach the traveling consumer.”
Zappos.com first partnered with SPM in 2007 as one of the primary advertisers to sponsor the installation of SecureTray Systems. Other major advertisers, including regional auto groups, entertainment complexes and major brands like Sony, Charles Schwab and Rolodex have seized the opportunity to sponsor the SecureTray System as the program has expanded. To date, there are 16 additional TSA-approved airports utilizing SPM’s SecureTray System, including Los Angeles (LAX), Denver (DEN), San Diego (SAN), Nashville (BNA), Seattle-Tacoma (SEA), Richmond (RIC) and Jacksonville, Florida (JAX).
“We’re always trying to find a way to form a personal connection with our customers in new and unexpected ways,” said Aaron Magness, Director of Brand Marketing and Business Development. “The new security bins allow travelers to take their mind off of the monotony and let their mind drift to something that will make them happy.”
SPM’s SecureTray System® reaches consumers at each stage of the airport screening process. The integrated system includes SecureTrays®, SecureCarts® and DivestingTables®. Working in compliance with the Transportation Safety Administration, the system has successfully streamlined airport check-in processes in 18 airports nationwide. The bright white color and clever advertisements in the bottom of the bins keep the mood light and cheerful, and security specific system enhancements support passenger screening objectives.
About SecurityPoint Media
SecurityPoint Media is the leader in airport passenger security checkpoint advertising and the innovator of the SecureTray System®. This integrated system, which includes SecureTrays®, SecureCarts® and DivestingTables®, provides an end-to-end solution to improve efficiencies in the security screening process, while offering a viable and invaluable advertising opportunity. SecureTray System has been tested and evaluated by the TSA and the National Safe Skies Alliance. The system has also been validated with successful implementation and ongoing success at major US airports. For more information about SecurityPoint Media please visit www.SecurityPointMedia.com.
About Zappos.com
Established in 1999, Zappos.com has quickly become a leader in online apparel and footwear sales by striving to provide shoppers with the best possible service and selection. Zappos.com currently stocks millions of products from over 1000 clothing and shoe brands. Zappos.com was recognized in 2009 by FORTUNE MAGAZINE as one of the “100 BEST COMPANIES TO WORK FOR”, debuting as the highest-ranking newcomer to FORTUNE’s 2009 list. More information about the company’s customer service philosophy, unique company culture, and job openings can be found at http://about.zappos.com. To get a glimpse behind the scenes at Zappos, please visit http://blogs.zappos.com. More information about the “Zappos Insights” business membership program can be found at http://www.zapposinsights.com.
