Recent trials of the channel at just 4 gates resulted in over 21,000 viewers with each one browsing an average of 10 pages. Dwell times of over 23 minutes have also greatly exceeded expectations and as a result the channel will be rolled out to all the gates as part an innovative programme of airport services designed to optimise the passenger experience.

Gareth Peterson, MAG Group Ecommerce and Digital Partnerships Manager explained “As a premier airport services group, one of MAG’s (Manchester Airports Group) key objectives is to deliver a best in class passenger experience at all of our airports (Manchester Airport, London Stansted Airport, East Midlands Airport and Bournemouth Airport.) Among other things, we are investing in digital channels to further improve our passengers’ experience and are constantly looking to trial innovative activities where we see an opportunity to improve what we do. One such initiative is our partnership with Wand Technology to provide passengers with the ability to access free destination content and offers at our Manchester Airport departure gates through a dedicated Wi-Fi channel (operated by Wand). During passenger trials the channel performed above expectations receiving strong levels of engagement and positive feedback. With over 23 million passengers travelling through Manchester Airport our gates represent a real opportunity to reach a considerable number of passengers with relevant offers and promotions and we’re looking forward to working with Wand Technology to deliver more engaging travel content for our passengers this year.”

Ian Kay, Wand Director of UK Operations remarked “Our channel is designed to entertain and inspire travellers before they fly and ensure that their adventures really do start at the airport. We are delighted to be collaborating with MAG. Their reputation as an award winning International airport and as a business that is committed to exploring new and innovative ways to enhance the customer experience makes them the ideal partner. Together we are launching a world media first and we look forward to delivering it to the passengers in all of their airports.”

The Wand is completely free for passengers to access and for airports to host and is wholly monetised through commercial sponsorship of the print, screen and mobile inventory that comprises the Wand media package. Manchester based specialist More Media Sales has been appointed as the exclusive sales affiliate to market the proposition.

Where else would you drink whisky at 6am or linger for an unfeasible time at the WHSmith aisle end bargain buckets?

I am a frequent traveller and I enjoy being in airports. I admit that there are aspects of the airport experience that are less pleasurable, like delayed flights or having to remind yourself to act natural when approaching a particularly menacing security official (probably the only time in your life when this is a consideration). But on the whole, airports are delightful places filled with cheery folk flush with the excitement of the adventures that are about to unfold, business deals that are about to conclude and romances that will be fulfilled.

Airports are also places where opportunities present themselves to do things that would never normally be done in Civvy Street. For example where else would you drink whisky at 6am or linger for an unfeasible time at the WH Smith aisle end bargain buckets before buying a tartan neck pillow and a Toblerone that could feed Rwanda.

These are the special things, the unique delights of the journey and they form an essential part of everything that is special about air travel. The Wand team were discussing their own little rituals, the things that they like to do during their airport visits. Whilst most were fit for human consumption and may occupy the lines of another post, some were definitely not.

With this said we’d be interested to know whether others have their own airport rituals and the extent that they are fit to commit to print.

Wand Technology launches a world media first to enhance passenger experience and generate significant ancillary revenues for airport operators.

When you find the thing that you like to do the most you want it to start as soon as possible. Wand Technology feels this way about holidays and this is why they developed The Wand; a travel channel for airport passengers that transforms the long wait in departure lounges and at boarding gates into a fun way for all the family to get into the holiday mood before departing the airport.

The Wand channel can be accessed on almost every Wi-Fi enabled mobile device and is packed with HD films, saveable travel guides and discount vouchers for over 150 destinations.

The best part is that for the passenger it is completely free of roaming or airtime charges. So with average dwell times at boarding gates typically exceeding 25 minutes and often considerably longer, airports can now offer bored travellers a great new experience at a point in their journey which allows them to get their before they arrive.

The Wand travel channel will be offered to airport operators free of any charges whatsoever and will be wholly managed and maintained by Wand Technology for an agreed period of exclusive operation.

Wand Technology will commercialise the travel channel via a comprehensive 360 degree sponsorship package which will offer exclusive naming rights and guarantee highly visible brand prominence on print and mobile media with tens of millions of annual opportunities to view the brand. In addition sponsors will be offered access to the user engagement data that derives from a projection of millions of channel page impressions.

In consideration for an exclusive operational agreements airport hosts will be offered a lucrative annual profit share to boost their non-aviation ancillary revenues in addition to enhancing their customer experience offering at no cost to themselves.

The Wand travel channel is a world media first and is currently in advanced beta testing with an international airport operator.

If you would like more information about Wand Technology and the Wand travel channel please email Ian Kay at iankay@wand-technology.com or find out more at www.wand-technology.com