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Brand Takeover Launches At IAD

Clear Channel Airports announced a new multi-year, multimillion dollar partnership and sponsorship with PenFed Credit Union to activate a cutting-edge, first-of-its-kind brand takeover of the Concourse C Connector at Washington Dulles International Airport (IAD).

PenFed’s out-of-home marketing campaign includes a bespoke digital media tunnel comprised of LEDs as well as directional audio via sound cones bookending the tunnelssss.

“We are incredibly proud of the outcome of this multi-year, multi-team effort to build a true terminal brand takeover for one of the most established and significant financial institutions in our country, PenFed,” said Morten Gotterup, president, Clear Channel Airports. “This immersive digital marketing campaign is like nothing we’ve seen before in an airport. This exciting brand activation will engage millions of air travelers and inspire them to take action.”

The PenFed Tunnel at IAD includes two lit tension fabric displays, and six tension fabric displays providing PenFed with 100 percent share of voice in the terminal, a marketing first at the airport, helping the brand to reach millions of air passengers every day as travel hits pre-pandemic levels.

“The audiovisual displays bring new vibrance to the travel experience as passengers move through the tunnel between Concourse C and the AeroTrain station at Dulles International Airport,” said Jaimini Erskine, vice president for marketing and concessions for the Metropolitan Washington Airports Authority (MWAA), operator of IAD as well as Reagan National Airport (DCA). “It is fitting to create a lasting and memorable impression as travelers from around the world experience this dynamic and innovative feature along their airport journey.”