Last Friday I took a flight to visit some of my relatives who live in Montana and Wyoming. I flew from Seattle to Portland and caught a connecting flight to Billings Montana. Unfortunately, I lost my cell phone at the SeaTac security checkpoint before boarding the plane in Seattle. When I landed in Portland I was forced to exit the security area in an attempt to find a T-Mobile provider (not so lucky there) so I could suspend my phone service and get a replacement phone.

Usually, I wouldn’t be leaving the security area since I hate going through the checkpoints in the first place and don’t see a need to do it again for no reason, but this time I am actually glad that I did, since I wouldn’t have noticed the new advertising medium that Zappos.com (and others) have employed into their marketing arsenals. It appears that airports nationwide are now testing a new security bin advertising program at airport security checkpoints.

SecurityPoint Media, a Florida-based advertising company, will be providing airport security checkpoints with new security bins that come complete with company or brand advertisements affixed to the inside of each new bin. SecurityPoint will also furnish the Transportation Security Administration (TSA) checkpoints with new rolling carts on which the empty bins can be returned for reuse. In addition, airports will be using new metal tables where airport travelers can load the trays with their personal items (purses, jackets, laptops, shoes, change, phones, etc) and the contents of their pockets before passing through metal detectors. SecurityPoint furnishes these bins, carts and tables, for free, in exchange for the advertising exposure. The new bins were implemented into several airports since before July 4th.

SeaTac, Portland, Reno-Tahoe, Chattanooga, Nashville, Los Angeles, Ontario, John Wayne, Jacksonville and Lafayette Regional Airport are among a few of the select airports now testing the new security bin advertising program. More airports are expected to be approved as more advertisers sign on. The airports are taking part in a one-year pilot program that began after studies demonstrated the system decreases passenger wait times and reduces security screeners’ work-related back and shoulder injury claims by as much as 90 percent. Revenue from the new ad program is used to offset system costs so that equipment, installation and maintenance are completely and continually covered at no expense to the TSA, or the participating airports.

Zappos.com is one advertiser who has seized the opportunity to reach airline travelers by sponsoring the installation of the advertising program in checkpoints at airports across the country. They are one of the largest Online shoe sellers in the space today, we have reported on them and their CEO before on the blog.

I thought this was a great move on Zappos’ part for several reasons, but primarily because so many people travel through airport security checkpoints and all of them have to remove their shoes before passing through. It forces people to think about their footwear and Zappos.com is right there to deliver a message to each and every traveler. They may think “Wow, it’s about time for me to get some new shoes,” or “Man, my shoes are looking really worn out.” At that point, in come Zappos’ new ads, ready to offer an answer to shoe buyers’ problems. Not only does Zappos get to reach an audience with shoes on the mind, but many of the travelers they reach may also be stuck in airports on a layover or waiting several hours before they actually leave the airport. It’s a perfect fit since many travelers will sit down and plugin their laptops, giving them direct access to Zappos’ Online catalog and the ability to shop for shoes, or whatever else.

Here’s what Andy Kurlander, Zappos’ senior marketing manager, had to say:

We feel that this is a highly targeted venue to promote our brand. 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?

If you think about it, it’s actually a pretty brilliant idea. Not only for advertisers, but also for airports. I saw Zappos’ ads in Portland’s airport, but I am sure they have them all over by now. Has anyone else seen these ads? What do you think about them? Will they catch on and run strong or do you think travelers are too busy thinking about their trip, connecting flights and other traveling stress to catch a message from advertisers?