• by Amy Corr , Staff Writer @MediaPostOTL, July 30, 2007

Finding ads in every nook and cranny of airports is unavoidable, and spending quality time with airport security is inevitable. That makes this latest campaign for ads in airport security bins completely unsurprising -- especially since the media buy aptly fits the brand.

Zappos.com, an online footwear and accessory retailer, placed ads in airport security bins, a locale where fliers will probably place their shoes for screening.

"Great shoes. No line," says the copy of one ad in the outline of a pair of shoes. "Place shoes here" and "Need a place for that laptop," read other ads. The final ad, my favorite, addresses the lengthy process of waiting on airport security lines: "Getting shoes through security isn't always fast. Buying them is."

Zappos is sponsoring SecureTray Systems, the Transportation Security Administration-approved bins created by SecurityPoint Media, at checkpoints within the Reno-Tahoe and Chattanooga, Tenn. airports -- among the few currently participating in this program. Click here and here to see creative.

"We feel that this is a highly targeted venue to promote our brand," said Andy Kurlander, senior marketing manager for Zappos.com. "Each person getting on a plane is guaranteed to view our message multiple times. Plus, with shoes in hand, it's the perfect instance to remind them they've been meaning to make time to buy a new pair. Why not Zappos," he continued.

The campaign is scheduled to run for three months and ad revenue is used to offset the cost of equipment and maintenance, so the program does not cost the TSA or participating airports additional money. Additional advertisers for the bins include Rolodex and Evangeline Downs.

The Ad Store helped create the ads, and the buy was brokered through SecurityPoint Media.