Layover Billboards

LATAM Airlines offers more nonstops within South America than any other airline—meaning fewer miserable layovers, like those endured by travelers stranded on low-cost carriers.

We took advantage of such unlucky souls—by making their wait a little more comfortable. We handed out 1,000 blankets to stranded passengers in Santiago and São Paulo airports—but the blankets were emblazoned with sarcastic messages that turned them into walking (or should we say sleeping) billboards advertising how “LATAM covers more.”

The campaign generated over 3,000 hours of live “media time,” with passengers literally wrapped in LATAM’s message.

Based on terminal traffic, the campaign achieved more than 100,000 organic impressions without any paid media spend.