“With the Comrades Marathon taking place in June it was an ideal time of year for Deep Heat to target airport travellers taking part in the race, with its Unlimited TLC washroom advertising campaign messages – ‘Make economy class feel like 1st class’ and ‘Destination? Pain relief’,” says TLC’s Brett Tucker.
The campaign flighted in washrooms at the Bloemfontein, Cape Town International, East London, George, Kimberley, King Shaka International, OR Tambo International, Port Elizabeth and Upington airports, targeting LSM 8 – 10 active, male and females consumers as well as Comrades Marathon participants.
“Travellers are often stiff after a flight and many first make their way to the washroom when the plane lands. TLC’s washroom advertising platforms inside the airports thus provided the ideal environment for Deep Heat to engage with its consumers,” adds Tucker.