Blab Tech
Philadelphia Airport Unveils New Digital Display Network to Boost Concession Visibility
MarketPlace PHL, the private operator of Philadelphia International Airport’s (PHL) food and retail program, has installed a new digital display network that will deliver real‑time messaging across two of the airport’s busiest passenger hubs.
The system, supplied by Watchfire and installed by City Sign Service Inc., consists of six high‑resolution indoor LED displays that span roughly 258 linear feet along the B/C and D/E connectors. Managed through Watchfire’s Ignite OPx cloud‑based content‑management platform, the network lets the airport schedule or post updates instantly.
Positioned in the B/C and D/E connectors—areas that funnel travelers to food courts, retail shops, and airport programming—each LED panel offers crisp imagery and can be updated from a single centralized console. The press release notes that the network “supports real‑time communications across two central passenger hubs” and “provides the flexibility to adapt communications as needs change.” Training for MarketPlace staff and ongoing technical support accompany the installation.
The new system aims to raise awareness of airport restaurants, retailers, and services. Because PHL’s terminals are fully connected beyond security checkpoints, passengers can move between Terminals A and F without leaving the secure area. The displays will therefore expose travelers to dining, shopping, and experiences throughout the airport, not just those near their departure gate. MarketPlace PHL said the network will help concession partners reach more passengers and encourage exploration of the airport’s full range of amenities.
Dana Krawchuk, MarketPlace PHL’s marketing and guest experience manager, said the goal was “to create communications that were as dynamic as the airport itself.” She added that the new system allows messages to be updated in minutes and that it “supports airport events and keeps information fresh, relevant, and engaging for passengers.” Jeff Carson, director of sales at City Sign Service Inc., noted that the partnership “gave our team the tools to bring that vision to life within a complex, continuously operating airport environment.” Kyle Dines, vice president of sports and indoor at Watchfire, emphasized that the project “was building the foundation for an airport‑wide communications platform that can serve passengers and concession partners today while providing the flexibility to expand as future needs evolve.”
The launch comes amid a landmark year for Philadelphia, which is celebrating its 250th anniversary and hosting events related to the FIFA World Cup and Major League Baseball’s All‑Star festivities. The display network also supports the airport’s year‑round events and experiential programming, including activities staged in the B/C Connector’s food court and performance area.
MarketPlace PHL spent nearly two years evaluating digital communications solutions before selecting Watchfire. The airport prioritized cybersecurity, integrated hardware and software, ease of content management, training, responsive support, and the ability to expand the network over time. According to the release, Watchfire’s integrated approach “gives 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, with travelers stopping to view the new content. MarketPlace PHL is continuing to expand its messaging strategy and is evaluating opportunities to add more Watchfire displays in additional locations.
At present, the digital display network is fully operational in the B/C and D/E connectors, and MarketPlace PHL plans to roll out additional displays as part of its long‑term communications strategy. The airport has not yet announced a specific timeline for further expansion, but the partnership with Watchfire provides a scalable platform that can accommodate future growth.
The system, supplied by Watchfire and installed by City Sign Service Inc., consists of six high‑resolution indoor LED displays that span roughly 258 linear feet along the B/C and D/E connectors. Managed through Watchfire’s Ignite OPx cloud‑based content‑management platform, the network lets the airport schedule or post updates instantly.
Positioned in the B/C and D/E connectors—areas that funnel travelers to food courts, retail shops, and airport programming—each LED panel offers crisp imagery and can be updated from a single centralized console. The press release notes that the network “supports real‑time communications across two central passenger hubs” and “provides the flexibility to adapt communications as needs change.” Training for MarketPlace staff and ongoing technical support accompany the installation.
The new system aims to raise awareness of airport restaurants, retailers, and services. Because PHL’s terminals are fully connected beyond security checkpoints, passengers can move between Terminals A and F without leaving the secure area. The displays will therefore expose travelers to dining, shopping, and experiences throughout the airport, not just those near their departure gate. MarketPlace PHL said the network will help concession partners reach more passengers and encourage exploration of the airport’s full range of amenities.
Dana Krawchuk, MarketPlace PHL’s marketing and guest experience manager, said the goal was “to create communications that were as dynamic as the airport itself.” She added that the new system allows messages to be updated in minutes and that it “supports airport events and keeps information fresh, relevant, and engaging for passengers.” Jeff Carson, director of sales at City Sign Service Inc., noted that the partnership “gave our team the tools to bring that vision to life within a complex, continuously operating airport environment.” Kyle Dines, vice president of sports and indoor at Watchfire, emphasized that the project “was building the foundation for an airport‑wide communications platform that can serve passengers and concession partners today while providing the flexibility to expand as future needs evolve.”
The launch comes amid a landmark year for Philadelphia, which is celebrating its 250th anniversary and hosting events related to the FIFA World Cup and Major League Baseball’s All‑Star festivities. The display network also supports the airport’s year‑round events and experiential programming, including activities staged in the B/C Connector’s food court and performance area.
MarketPlace PHL spent nearly two years evaluating digital communications solutions before selecting Watchfire. The airport prioritized cybersecurity, integrated hardware and software, ease of content management, training, responsive support, and the ability to expand the network over time. According to the release, Watchfire’s integrated approach “gives 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, with travelers stopping to view the new content. MarketPlace PHL is continuing to expand its messaging strategy and is evaluating opportunities to add more Watchfire displays in additional locations.
At present, the digital display network is fully operational in the B/C and D/E connectors, and MarketPlace PHL plans to roll out additional displays as part of its long‑term communications strategy. The airport has not yet announced a specific timeline for further expansion, but the partnership with Watchfire provides a scalable platform that can accommodate future growth.
