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- Media Map
| Area：Xian | Type：Metro | Frequency：0 |
| Address：Airport Terminal T5 | Format：Film | Duration：0 |
| Location：Platform Level | Min Qty：4 | Operating Time：0-24o'clock |
| Size：\ | Min Period：4week |
The T5 station records an average daily passenger flow of 82,000 person‑trips, among which air passengers account for over 60%. These passengers are mainly high‑income, well‑educated business travelers and international tourists, whose profiles are highly aligned with the positioning of high‑end brands (luxury, cultural‑tourism, and finance). As the pre‑arrival and post‑departure touchpoint for air passengers, T5 Station shapes travelers’ first impression upon arriving in Xi’an and their final memory when leaving the city, building a communication loop linking the airport terminal and metro and enabling differentiation from the fierce advertising competition inside the terminal building.
The two totem‑style "door‑god" columns serve as large‑scale wrapped three‑dimensional station media. Boasting substantial vertical height, they are visible from afar across the platform with 360‑degree all‑round visibility, catching passengers’ eyes the moment train doors open for alighting. Top glass decals make use of the light‑transmitting glass above escalators to deliver secondary brand exposure from an upward‑looking perspective. Stair decals create continuous vertical visuals along stair treads for close‑range eye‑level viewing by passengers going up and down stairs. Together they establish a three‑dimensional communication matrix covering ground surfaces, vertical facades and overhead areas, breaking the limitations of single‑plane advertising.
The platform level is the only transfer passage leading to the airport terminal. All passengers must pass through the column zone, under the glass roof and at stairwells, creating a 100‑percent‑coverage "no‑alternative" communication path. Its advertising reach far outperforms in‑car media. When passengers ascend or descend stairs, their line of sight naturally drops, bringing sustained visual exposure within the 1.2‑1.8‑meter golden viewing zone. It is also the only media format accessible to squatting adults and children, delivering mandatory and repeated exposure of advertising messages.
Laid on the stair treads and risers connecting the B1 platform and the GTC ground‑floor transfer hall, this location serves as a mandatory passage for passengers heading to the T5 Terminal departure level or travelling from the arrival level to the metro. Falling within passengers’ natural line of sight as they ascend and descend stairs, it is a high‑frequency mandatory exposure spot. Within the compact passenger flow of the "5‑minute seamless transfer", it enables precise and frequent reach to business travellers as well as leisure tourists.
The three decorative installations on the platform level are more than mere cultural embellishments. They cover multiple scenarios including waiting for trains, upward gazing, and stair‑climbing in an all‑in‑one manner to boost overall exposure efficiency. As a "three‑in‑one" media asset featuring high exposure value, profound cultural connotations, easy communicability and upgradability, its value lies not in the unit price of conventional advertising spaces, but in building emotional bonds between brands and urban culture. Under the "Cultural Metro" strategy, it acts as a mobile cultural business card for the external communication of Xi’an’s urban brand.
The media complex consists of three carriers: two totem pillars featuring door‑god motifs, glass decals atop escalators, and stair decals linking the platform to the concourse. It multi‑dimensionally covers all passage scenarios for bidirectional airport passenger flows. Passengers can catch sight of the visuals the moment train doors open. Integrated with Xi’an’s traditional Chinese‑style door‑god cultural IP, it boasts both commercial promotion functions and local cultural‑tourism attributes. With striking memory points, it encourages passengers to take photos and generate spontaneous secondary communication, breaking the homogenisation drawbacks of ordinary advertisements.
