MarketPlace PHL, developer and operator of the concessions program at Philadelphia International Airport (PHL), selected Watchfire to modernize concessions communications with a new digital display network designed to keep pace with PHL’s constantly changing environment. Strategically installed in two central passenger hubs, the display network enables real-time messaging, promotes airport restaurants, shops and services, supports special events and provides the flexibility to adapt communications as needs change.
How did MarketPlace PHL and Watchfire Modernize the Concessions Communications?
Installed in partnership with City Sign Service Inc., the project includes six high-resolution Watchfire indoor LED displays spanning approximately 258 linear feet across the B/C and D/E Connectors. Per the statement, these heavily traveled gathering areas connect passengers with food courts, retail, airport programming and other amenities.
Managed through Watchfire’s Ignite OPx cloud-based content management platform, the indoor display network allows staff to update content across multiple locations from a centralized system. MarketPlace PHL can also use Ignite OPx to schedule messages in advance or post updates immediately as promotions, events and operational needs evolve.
“Our vision was to create communications that were as dynamic as the airport itself,” says Dana Krawchuk, marketing and guest experience manager for MarketPlace PHL. “Now we can update messaging in minutes, highlight merchants across a much larger area, support airport events and keep information fresh, relevant and engaging for passengers.”
What are the Additional Features of the New Concessions Communications?
The investment also creates greater opportunities to increase awareness of airport restaurants, retailers and amenities. PHL says it is fully connected beyond its security checkpoints, allowing passengers to move between Terminals A and F without leaving the secure area.
The displays can introduce travelers to dining, shopping, and experiences throughout the airport, not only those closest to their departure gate. This helps concession partners reach more passengers while encouraging travelers to explore more of what PHL has to offer.
“MarketPlace PHL had a clear vision for creating a more connected and engaging passenger experience,” states Jeff Carson, director of sales at City Sign Service Inc. “Watchfire’s technology and support gave our team the tools to bring that vision to life within a complex, continuously operating airport environment.”
According to MarketPlace PHL, the network also supports the airport concessions program’s year-round events and experiential programming, including activities in the B/C Connector, a prominent gathering space with a stage and food court.
How did MarketPlace PHL Select Watchfire?
MarketPlace PHL spent nearly two years evaluating digital communications solutions before selecting Watchfire. In addition to image quality, the airport prioritized cybersecurity, integrated hardware and software, ease of content management, training, responsive support and the ability to expand the network over time. Watchfire’s integrated approach gives MarketPlace PHL a foundation for a broader airport-wide communications strategy, with future displays capable of being managed through the same platform.
“What ultimately set Watchfire apart was the complete solution,” Krawchuk adds. “The technology, software, security, training and support gave us confidence throughout the process. Looking back, I only wish we had found Watchfire sooner.”
Since the displays went live, airport leaders and information desk volunteers have reported positive feedback, including travelers stopping to view the new content. PHL’s concessions program is continuing to expand its messaging strategy and is evaluating opportunities to add more Watchfire displays in additional locations.
“MarketPlace PHL was not simply looking to replace static signage,” remarks Kyle Dines, vice president of sports and indoor at Watchfire. “They were building the foundation for an airport-wide communications platform that can serve passengers and concession partners today while providing the flexibility to expand as future needs evolve. We are proud they selected Watchfire as their partner.”
