Proxama and Eye Airports bring beacon technology to UK’s busiest airports


Proxama, the international mobile proximity marketing, loyalty and NFC payments company, today announces it will work with Eye Airports, the UK’s Airport Advertising Experts, to initially deploy 200 Bluetooth low-energy beacons across eight UK airports including London Gatwick. Using Proxama’s proximity technology, the network of beacons will be used to deliver timely and targeted beacon notifications to passengers during periods of dwell time.

The partnership demonstrates the growing expansion of the Proxama Network as it continues to provide out-of-home owners such as Eye Airports the opportunity to deliver highly relevant content to consumers in areas of high footfall.

Using Proxama’s award winning marketing and loyalty platform, Eye Airports will utilise this beacon network to drive ‘in-the-moment’ mobile marketing strategies for its brand and retail clients. Potentially connecting over 100m passengers, advertisers will use this technology to deliver targeted content such as offers and rewards, including offers that can be redeemed while passengers are in the airport. The move enables advertisers to extend their traditional OOH campaigns on to mobile to offer highly effective brand-to-consumer engagement.

Sarah Parkes, managing director, Eye Airports, said: “This commercial partnership with Proxama further underlines our positioning at the forefront of airport advertising technology. Location based marketing offers a direct way of engaging with consumers in high footfall areas, such as UK airports. As the consumer chooses to receive these messages, they feel more involved in the communication process and, most importantly, can specify who they want to receive offers from.”

Jon Worley, CEO of Proxama marketing division, said: “Our proximity marketing division, which focuses on connecting consumers to retailers and brands via mobile proximity marketing using Bluetooth Low Energy (BLE) Beacons and Near Field Communication technology, is pleased to announce its commercial partnership with Eye Airports to deliver location-based offers and promotions via the Proxama Network. Based on our experience we have already seen a 24% click through rate from our beacon deployments, which is higher than traditional forms of mobile marketing and much more targeted than email and geo-fencing.”

Eye Airports will begin deploying 200 beacons across their network of airports. Airports that will see immediate deployments include London Gatwick, Stansted, Bristol, Southampton, Inverness, Newcastle and East Midlands. This will then be extended out to other airports across the UK. The partnership will mean brands can continue to connect their physical and digital assets via mobile to increase consumer engagement, retail sales and loyalty across a network of high footfall locations.

Worley said: “By providing owners with complete control over their media network, beacons is fast becoming a cost effective method of marketing. They have proven to be ideal for indoor environments, providing high precision proximity marketing, particularly when GPS signal is weak. Unlike other forms of marketing such as geo-fencing, beacons provide an in the moment experience based on real time data, which is fast becoming a popular approach to connect with today’s digital-savvy consumer.”