ELPVirtuwall,
A New Perspective of El Paso

It shouldn’t be a surprise to anyone that we love any opportunity to flex our artistic muscle whenever it comes to a client’s needs. So when El Paso International Airport (EPIA) approached us about helping build awareness of their massive, 16 foot digital wall, you’d better believe we were ready to board that flight bound for fun and creativity.

During initial meetings with key EPIA staff, we learned the project would help inform visitors about everything the city of El Paso has to offer. The interactive “marketing wall” would be located in the meet and greet area downstairs, conveniently accessible by passengers as they make their way to luggage claim or out of the airport.

While EPIA worked with technology partners to help turn their vision into a reality, we were tasked with a few projects of our own. The first was to develop branding, including a name and logo, that captured the essence of the marketing wall.

The chosen name, ELPVirtuwall, helped accomplish this goal as it hints at an environment experienced through sensory stimuli with the simple touch of a fingertip. The inclusion of the airport code provides a personal touch that reminds visitors it pertains to the city overall. The logo itself reflects kinetic motion and is stylized in a modern way to capture the future forward appeal of the marketing wall.

Photos by CultureSpan Marketing

Next, we helped create directional signage that would introduce travelers to the ELPVirtuwall the moment they stepped off the airplane. Our strategy included branded signage that displayed the type of information a visitor could find via the ELPVirtuwall once they exited either of the concourses. The bright and engaging signage also features custom captured photography of the Sun City.

Photos by CultureSpan Marketing

We proposed signage at various high traffic areas throughout the airport in order to increase the chances of passengers seeing our message on more than one occasion. This included jetways, jetbridges, concourse walkways, airport-wide video screens and even the airport restrooms themselves.

Of course, there’s no way a project of this size and magnitude could be presented to the public without a ceremony to help celebrate the launch. In this day and age of information overload, though, we realized it can be difficult to get peoples’ attention. Therefore, we knew we had to develop an invitation that would pique curiosity while also demanding interaction. This idea combined with a desire to include a thematically related twist led us to some old school tech toys that would serve as invitations for this newer technology.

Photos by CultureSpan Marketing

Our announcement was a two-part effort that began with classic viewfinders, each one loaded with a “teaser” reel consisting of iconic El Paso photography. The viewfinders were each imprinted with the EPIA logo and the reels teased the event with “A Virtually New View of El Paso… Arriving Soon!” imprinted on each one. 

Photos by CultureSpan Marketing

Photos by CultureSpan Marketing

The follow-up piece was an invite reel with more El Paso photos, each one with text overlay consisting of event details. In order to ensure recipients didn’t miss the event information, it was also printed on the reel itself, which was mailed with a printed invitation as well.

These efforts helped generate a healthy turnout of guests that included multiple city officials and various business leaders enjoying the reveal of the ELPVirtuwall. Attendees enjoyed refreshments and promotional items such as pins and stickers emblazoned with the “ELPVirtuwall” logo. 

Photos by CultureSpan Marketing

Photos by CultureSpan Marketing

We were beyond excited to work on a project related to such a cool interactive experience. Of course, you don’t have to take our word for it. Whenever you’re at our airport, be sure to stop by the ELPVirtuwall in the meet and greet area to experience it for yourself!

If your company is ready to launch a similar project or in need of any other advertising or marketing services, don’t hesitate to get in touch with us today to discuss the details.