MarketPlace PHL Modernizes Airport Communications with Watchfire

MarketPlace PHL, the developer and operator of the concessions program at Philadelphia International Airport (PHL), has chosen Watchfire to modernize its communications network. The new digital display network, installed in two central passenger hubs, will enhance traveler engagement and increase visibility for airport concessions.

The project, a collaboration between MarketPlace PHL and City Sign Service Inc., involves the installation of six high-resolution Watchfire indoor LED displays, spanning approximately 258 linear feet across the B/C and D/E Connectors. Strategically positioned in these heavily traveled areas, the displays will support real-time messaging, promote airport restaurants, shops, and services, and facilitate the promotion of special events.

The digital display network is managed through Watchfire's Ignite OPx cloud-based content management platform. This system allows content to be updated from a centralized location, providing MarketPlace PHL with the flexibility to adapt communications as needs change. According to Dana Krawchuk, marketing and guest experience manager for MarketPlace PHL, the vision was to create communications that were as dynamic as the airport itself.

"The investment also creates greater opportunities to increase awareness of airport restaurants, retailers, and amenities," said Krawchuk. "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."

Installed in partnership with City Sign Service Inc., the project includes six high-resolution Watchfire indoor LED displays. These displays will 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.

The network is particularly valuable during a landmark year for Philadelphia, highlighted by America's 250th anniversary, the FIFA World Cup, and Major League Baseball's All-Star festivities. The displays can support the airport's year-round events and experiential programming, including activities in the B/C Connector, a prominent gathering space with a stage and food court.

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 has given MarketPlace PHL a foundation for a broader airport-wide communications strategy, with future displays capable of being managed through the same platform.

Since the displays went live, airport leaders and information desk volunteers have reported positive feedback. Passengers have stopped to view the new content, indicating a successful integration. MarketPlace PHL is continuing to expand its messaging strategy and is evaluating opportunities to add more Watchfire displays in additional locations.

Watchfire, headquartered in Danville, Ill., has manufactured electric signs for over 90 years and LED signs since 1998. The company's technology and support have enabled MarketPlace PHL to bring its vision to life within a complex, continuously operating airport environment.