Create an Experience for Your Visitors to Remember 

Anxiety about missing the flight. Anxiety about getting on the flight. Fatigue, stress, confusion, excitement—thousands of emotions run high through airports each day. 

So what if your airport had a convenient way to make visitors feel happy and comfortable? What if your airport not only created a positive visitor experience, but provided a connected journey and exceeded traveler’s expectations each time?  

That’s what the McCann X team aims to bring to airports nationwide through innovative video wall technology. We all know airport video walls are helpful for displaying advertising and FIDS (Flight Information Data Systems). But according to Brandon Harp, our Director of Digital Experiences at McCann Systems, the experience is a critically overlooked feature of digital signage. 

“I’ve always been fascinated with what I consider the connected journey that happens to an airport,” shares Harp. 

“I think what we’re seeing a lot of in airports is utilizing commercial digital signage and video walls to not only influence decision-making through wayfinding and AI-driven technologies—but also to create a general feeling—a good aura within the building.” 

A ‘good aura’ may sound subjective, but there’s lots of research to back up the positive effects of a positive atmosphere in hospitality. Let’s examine how airports can create an experience through video wall technology—and why that’s a smart financial decision to do so. 

SEE ALSO: Engaging Audiences with Digital Art Installations 

Airports: A Destination in Themselves 

Are airports becoming the new mall? We think so. Luxury stores like Tumi and Louis Vuitton are opening in airports, while dining options continue to improve and expand, often including outposts of beloved local restaurants. 

According to Condé Nast’s Top Airports of 2024, the world’s best airports feature unique design, comfort, bars, restaurants, and even spas. Clearly, airports aren’t just a place to pass through anymore; they’re a destination to experience, enjoy, and, yes, spend money in.

Digital signage is a key component of creating an atmosphere and connecting with visitors. Imagine touching down at Newark Airport and the first thing you see is a 232-foot video wall welcoming you to New Jersey. The wall showcases the state’s great food, famous people, beaches, and local attractions—and suddenly, you’re excited to be right where you are.

For instance, ‘Forest of Firsts’ in the Newark airport: pillars of curved, interactive video walls that kids and adults both love. Whether it’s an engaging art installation or fun facts about the local area, dynamic video displays have incredible potential to boost travelers’ moods and inspire them to engage with the local economy. 

The ROI of Good Feelings 

When travelers feel happy and at ease, they spend more—on dining, retail, and premium services. Studies have shown that a positive airport experience encourages passengers to engage with their surroundings and spend—rather than just sit at the gate. 

Digital signage plays a key role in shaping that experience, from immersive video walls that highlight local culture to interactive installations that engage travelers of all ages. We collaborate with airports and other transportation terminals to craft these engaging moments, creating a positive ambiance and driving foot traffic to concessions and retail spaces. 

A well-designed digital environment isn’t just about aesthetics—it’s a strategic investment in passenger satisfaction and revenue generation.

Looking to the Future 

What’s next? We see AI continuing to transform airport signage into a more intuitive, personalized tool for travelers. 

Imagine asking a display for directions to coffee and receiving step-by-step guidance. Or scanning a QR code to sync real-time navigation to your phone. AI-driven digital signage can adjust content based on factors like flight status, weather, and passenger flow, making airports easier to navigate and more responsive to traveler needs. 

Creating Experiences with McCann X 

McCann specializes in crafting digital experiences that go beyond basic communication. With regional offices in St. Louis, Boston, and metros nationwide, we help airports turn technology into a strategic advantage. 

Our approach balances aesthetics with function, ensuring commercial digital signage serves a purpose without overwhelming travelers. By collaborating with designers, content creators, and airport stakeholders, McCann Systems delivers signage solutions that make an impact—both visually and financially.

Ready to create a better airport experience? Let’s talk.