TEC Direct Media
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Client:Sony Music Nashville
Date:January 28, 2014

Sony Music Nashville – Music To Fly By

by:  Johnny Rose

TEC Direct constantly strives to develop unique media placements that make our clients stand out. One of our recent and most well received programs is the security tray advertising program at Nashville’s BNA International Airport.

This innovative media platform provides an effective and exclusive engagement experience for air travelers in the Nashville, TN region. The key benefit of this program is the physical interaction and engagement that the consumer must have with the airport security trays. This factor potentially ensures not one, but three impressions, as that is the average number of trays utilized by each passenger.

“If you’re just another box on the cereal aisle shelf, you can get lost in all the other stuff.  So we’re always looking for ways to stand out. It’s a captive audience. Everybody has to use at least one [tray] and we estimate we’ve gotten six million impressions over the eight weeks.  It really accomplished what we wanted.”
– Gary Overton,
Sony Chairman/CEO

This advertising platform reaches every air traveler equally, regardless of demographics. Metric studies indicate that 7 out of 10 passengers have defined recall of the specific ad messaging. Another benefit of the program is that the idle time spent in airports creates opportunity for the consumer to act on the message’s call to action with a conversion to sample or purchase.

One of our clients, Sony Music Nashville, paired eight of its acts on four inserts under the banner, “Music To Fly By.” Sony Chairman & CEO Gary Overton stated, “If you’re just another box on the cereal aisle shelf, you can get lost in all the other stuff.  So we’re always looking for ways to stand out. It’s a captive audience. Everybody has to use at least one [tray] and we estimate we’ve gotten six million impressions over the eight weeks.  It really accomplished what we wanted.”

The campaign featured Brad Paisley, Carrie Underwood, Miranda Lambert, Chris Young, Jake Owen, Kenny Chesney, Tyler Farr and The Henningsens.

This is a program that stands alone or compliments a larger media campaign. It is high impact media that provides access to a high value consumer segment. It is exclusive to the client for campaign duration. It is targeted with 100% reach with high volume exposure and frequency. The short and long-term recall is extremely high. It’s measurable, effective and generates results.

CASE STUDY

THE CLIENT: Sony Music Nashville

THE GOAL: To create a multi-artist visibility campaign within a non-traditional audience.

THE OBSTACLES: Client had considered airport advertising previously but felt results did not warrant the investment.

THE RESULTS: Client received 6 million secured impressions, for 8 different products, over 8 weeks. In addition to the audience impressions there was a measurable industry “buzz” generated by the campaign, during the key period leading up to the CMA Awards.

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