Proximity marketing company Proxama has teamed up with book publisher Bonnier Zaffre, billboard owner Primesight and media agency Total Media Connect to launch a campaign promoting book sales in two major UK airports.

Using Proxama’s technology, travellers in departure lounges will be targeted using the power of beacons to promote the release of Exile – a thriller by bestselling author James Swallow. The beacons will be placed alongside Primesight’s 6-sheet panels at advertising locations within the airports, these beacons will work with Proxama’s mobile technology to trigger notifications which are sent to passengers’ phones using Proxama’s partner apps.

“This is our first campaign at major UK airports and we’re excited because departure lounges have a high footfall of consumers passing through as well as lengthy dwell times which are perfect for proximity campaigns to reach a captive audience,” said John Kennedy, Proxama CEO.

“We’re delighted to be working with Bonnier Zaffre, and we will assist the fiction publisher in sending targeted and permissioned notifications to the smart phones of people using our partner’s apps. These notifications will be received by people likely to be considering buying a book to read on their holiday.”