Abstract:
A tray for displaying advertising material on a surface thereof includes a tray that defines at least one generally exposed surface and a transparent or translucent cover releasably coupled to the tray with at least a portion of the cover extending over at least a portion of the exposed surface. The advertising material is coupled to the exposed surface of the tray or printed directly on the tray. A method for providing advertising trays to a facility includes providing a plurality of trays, each defining at least one generally exposed surface and having a cover releasably coupled thereto. The specific advertising material to be used with the plurality of trays is determined and the advertising material is positioned between the exposed surface of each of the trays and the cover. The trays having the advertising material positioned therein are delivered to a facility for use therein.

Description:
FIELD OF THE INVENTION  
       [0001]     This invention generally relates to advertising and, more particularly, to the incorporation of advertising into, and the supply of advertising for use with, trays of the type found in cafeteria-style restaurants, or at airport security check points.  
       BACKGROUND OF THE INVENTION  
       [0002]     Advertising has grown over the last few decades into a multi-billion dollar industry. In the past, advertising has traditionally been limited to billboards, television, and publications such as newspapers and magazines. Recently, however, new venues for advertising have been exploited. The advertising industry has recognized the potential for displaying advertising materials in nontraditional places where there is a captive audience, such as where groups of people must wait, often in lines, for extended periods of time. For example, television-type monitors displaying targeted ads have been incorporated into elevators and even into self-serve gasoline pumps. Because television-type monitors are employed, the advertising displayed thereon is easily changed often remotely.  
         [0003]     Other opportunities for advertising exist where the use of monitors is not practical or possible and where changing the advertising materials can prove to be problematic. For example, at airports thousands of trays for temporarily retaining a person&#39;s belongings as they are passed through an X-ray or like machine are used at security checkpoints. While these security trays could provide an effective medium upon which to display advertising, changing the ads, targeting the ads to specific markets, dealing with airports and security issues, as well as selling the advertising could prove difficult and to date, has not been done.  
         [0004]     Based on the foregoing, it is the general object of the present invention to provide a method and apparatus for incorporating advertising into security trays that overcomes the problems and drawbacks set forth herein above.  
       SUMMARY OF THE INVENTION  
       [0005]     The present invention resides in one aspect in a tray for displaying advertising material on a surface thereof. The tray defines at least one generally exposed surface. A cover is releasably coupled to the tray with at least a portion of the cover extending over at least a portion of the exposed surface. The cover is one of at least partially transparent and at least partially translucent to allow desired portions of advertising material positioned between the exposed surface and the cover to be viewed by a person looking at the tray.  
         [0006]     Preferably the trays are of the type found at airport security checkpoints or in cafeteria-style restaurants. It is also preferable that the generally exposed surface be the bottom of the tray. However, the present invention is not limited in this regard as the sidewalls of a tray can also be employed.  
         [0007]     The advertising material may be coupled to the exposed surface of the tray using mechanical fasteners, adhesives, magnets, or hook and loop fasteners. However, the present invention is not limited in this regard as the advertising material may also be sandwiched between the cover and the exposed surface, fastened directly to the tray, or slid into a pocket coupled to the tray. If fastened directly to the tray, the advertising material may be attached using snaps, channels, or the like, or it may be held underneath covers that are snapped, held in channels, or held in place using similar means. The advertising material may alternatively be printed directly on the trays, which may be disposable. In order to make more efficient use of advertising space, the advertising material may be printed on two sides of one sheet, and the one sheet may be reversed after a period of time to expose the opposing side thereof.  
         [0008]     The present invention also resides in the modification of conventional non-advertising trays to accept advertising material. For example, existing trays may be fitted with anchors or other female couplers that can receive male connectors. The male connectors may be connected to transparent or translucent covers and fitted to the female couplers to retain advertising materials on the trays in a press-fit configuration, or they may be connected to or through the advertising material directly to mount the material on the trays.  
         [0009]     The present invention resides in another aspect in a method for providing trays to a facility each tray having advertising material displayed thereon. The method includes providing a plurality of trays, each defining at least one generally exposed surface and having a cover releasably coupled thereto. At least a portion of the cover extends over at least a portion of the exposed surface and is one of at least partially transparent and at least partially translucent to allow desired portions of advertising material when such is positioned between the exposed surface and the cover to be viewed by a person looking at the tray. The specific advertising material to be used with the plurality of trays is determined and the advertising material is positioned between the exposed surface of each of the trays and the cover. At least a portion of the trays having the advertising material positioned therein, is delivered to a particular facility for use therein. Periodically the advertising is changed in the trays by either replacing the advertising in the trays or providing a supply of different trays having new advertising material positioned therein.  
         [0010]     Preferably, the above-described method includes providing targeted advertising to particular groups. For example, where the trays are security trays supplied to an airport for use at security checkpoints, the advertising provided in the trays may contain content unique to the area the airport is located in. Conversely, the advertising content may be directed to goods or services that are available at a particular destination that corresponds to particular security checkpoints. Moreover, the advertising may be different depending on whether or not the particular checkpoint caters to first class or economy class travelers.  
         [0011]     The method described herein may also include providing a centralized facility where depending on the final destination, different advertising material is mounted to different trays with the trays being shipped to their final destination from the central facility. Such a method may also require that personnel be located at the particular facility to place the trays at the appropriate locations. In lieu of a centralized facility, a facility can be located on site with the advertising being supplied to the facility or printed at the facility as needed. The trays can also be supplied to or recycled at the on site facility. Of course this would only be practical where large numbers of trays are used, such as at an airport.  
         [0012]     One particular advantage of the present invention resides in the fact that unused space can be used to enlighten a traveler regarding a particular product or service. The space in the bottom of a tray used at an airport security checkpoint is fertile ground for conveying a message (most desirably a message touting the benefits of a particular product or service). By tapping this resource, product/service providers are able to introduce their products and services to a larger group of potential purchasers or users.  
         [0013]     Another advantage of the present invention is that the advertising services described herein can provide a source of revenue for the facility utilizing such services. For example, because of increased security protocols in airline screening processes, many travelers are looking at alternate modes of travel in order to avoid the hassles associated with airports. Thus, airports are finding it increasingly difficult to maintain service facilities such as carrier service as well as food and retail services. By providing the airport with an income stream from the leasing of unused space for advertising materials, many airports can offset their financial losses. 
     
    
     BRIEF DESCRIPTION OF THE DRAWINGS  
       [0014]      FIG. 1  is a perspective view of a tray of the present invention having advertising material incorporated into a bottom surface thereof.  
         [0015]      FIG. 2  is an exploded cross sectional view of the tray of  FIG. 1 .  
         [0016]      FIG. 3  is a perspective view of one embodiment of the engagement of an advertising material cover with a tray of the present invention.  
         [0017]      FIG. 4  is a perspective exploded view of a tray of the present invention having advertising materials and a cover retained therein using a channel.  
         [0018]      FIG. 5  is a perspective exploded view of a tray of the present invention having advertising materials and a cover retained therein using snaps.  
         [0019]      FIG. 6  is a perspective view of a tray of the present invention having advertising materials incorporated into walls thereof.  
         [0020]      FIG. 7  is a perspective view of a tray of the present invention having advertising materials printed directly thereon.  
         [0021]      FIG. 8  is a perspective exploded view of a tray of the present invention having advertising material printed directly on a cover, the cover being snapped into the tray.  
         [0022]      FIG. 9  is a perspective view of a cover of the present invention in which advertising material is printed on both sides thereof.  
         [0023]      FIG. 10  is an exploded cross sectional view in which a conventional non-advertising tray is modified to incorporate advertising material.  
         [0024]      FIG. 11  is a schematic representation of a method of providing an advertising service of the present invention.  
         [0025]      FIG. 12  is a schematic representation of a step of removing advertising material from a tray.  
         [0026]      FIG. 13  is a schematic representation of a collection of revenue from the method of providing an advertising service. 
     
    
     DETAILED DESCRIPTION OF THE PREFERRED EMBODIMENTS  
       [0027]     As shown in  FIG. 1 , a tray having advertising material incorporated therein is generally referred to by the reference number  10 . Tray  10  comprises a substantially planar bottom surface  12  and four upstanding walls  14 . Advertising material  20  is positioned on the bottom surface  12  such that a person looking at the tray can easily view the advertising material while placing articles in or removing articles from the tray  10 . Preferably, the advertising material  20  is printed on paper or other sheet-type material, however the present invention is not limited in this regard.  
         [0028]     One manner in which the advertising material  20  may be mounted to the tray  10  is shown with reference to  FIG. 2 . The advertising material  20  is mounted to the planar member  12  using a frame  24 . The advertising material  20  may be held in place solely by the frame  24 , or it may be snappingly held in place, held in place magnetically, with an adhesive, or with hook-and-loop material. The frame  24  is bolted, screwed, or otherwise fastened to the tray bottom  12 . In the alternative, the advertising material  20  may be adhesively positioned over previously positioned advertising materials without the use of a frame or fasteners. When advertising materials are positioned in such a manner, the trays  10  are periodically removed from the facility and taken to another facility for removal of the accumulated advertising materials by a suitable process, such as steam cleaning or the like.  
         [0029]     A cover  26  is fastened over the advertising material  20  between the frame  24  and the advertising material to protect the advertising material from being ripped, scuffed, or marred by the deposit of articles into the tray  10 . In order for a person looking at the bottom surface  12  of the tray  10  to view the advertisement positioned thereon, at least a portion of the cover must be transparent or sufficiently translucent so that the desired advertisement can be viewed.  
         [0030]     The cover  26  may be held in place using any one or a combination of means. Referring now to  FIG. 3 , tabs  28  formed on the edges of the cover  26  engage slots  30  in either the walls  14  or the planar member  12  and are frictionally retained therein to hold the advertising material  20  onto the tray  10 . As is shown in  FIG. 4 , the cover  26  may be held in place on a tray  10  by being mounted in a channel  31  that is retained in the tray in a slot  33  on the tray using mechanical fasteners. The channel  31  extends along at least a portion of the periphery of the bottom surface  12 . The advertisement  20  may be positioned under the cover  26  and also held in the channel  31 . Referring to  FIG. 5 , snaps having first portions  35  and second portions  37 , the first and second portions being snappingly engageable with each other, may also be incorporated into the cover  26  and the bottom surface  12  to facilitate the mounting of the cover  26  to the tray  10 . As above, the advertisement  20  may be held under the cover  26  in a press-fit, or it may also be held with the snaps. In any embodiment, the cover  26  may be any flexible material in sheet form that has sufficient optical properties. Exemplary materials include, but are not limited to, methyl methacrylates, polycarbonates, cellulose acetate butyrates, glycol-modified polyethylene terphthalates, and the like.  
         [0031]     Referring now to  FIG. 6 , the advertising material  20  may be mounted to a wall  14  of the tray  10 . As shown, advertising materials  20  may be mounted in a frame  24  on an outer surface of the wall  14 , an inner surface of the wall, any combination of inner and outer surfaces of the walls, or any number of walls. When the advertising materials  20  are mounted to the walls  14  of the tray  10 , they may be mounted using frames  24  and covered with see-through covers  26 , into pockets (as shown at  25 ) attached to the trays, or mounted directly to the surfaces of the tray with adhesives or with hook-and-loop material.  
         [0032]     Referring now to  FIG. 7 , a tray having an advertising material incorporated therein is shown generally at  110 . Tray  110  is manufactured from a material that is folded or can be assembled to have a substantially planar bottom surface  112  and at least one upstanding wall  114 . The shape of the tray  110  is sufficient for retaining articles at security checkpoints. At least one advertising material  120  is printed directly on either or both the bottom surface  112  or the wall  114 . Alternately, or additionally, the advertising material  120  may be adhesively mounted on either or both the bottom surface  112  or the wall  114 . Preferably the material from which the tray  110  is manufactured is easily disposable, recyclable, and inexpensive so that when the useful life of the tray  110  is expended the tray can be easily replaced. Preferably, the material from which the tray  110  is manufactured is cardboard.  
         [0033]     In  FIGS. 8 and 9 , advertising material  220  may be printed directly on a cover  226  made from any suitable material and attached to a tray  210  using mechanical means such as snaps  235  or other mechanical fasteners or by using frictional fit means such as channels, slots and tabs, or the like. In any embodiment, as is shown in  FIG. 9 , the advertising material may be printed on both sides of the cover  226  such that a first advertisement  220  can be displayed for a selected period of time and the cover can be turned over to display a second advertisement  221  for a selected period of time.  
         [0034]     Referring to  FIG. 10 , existing non-advertising trays  310  may be modified to have advertising materials  320  attached thereto adhesively or by, for example, mounting an anchor  311  into a bottom surface  312  of the tray and attaching a corresponding connector  313  thereto such that when attached, the anchor and connector retain a cover  326  on the bottom surface. The advertising material  320  may be mounted under the cover  326  adhesively, in a press-fit, or by being mounted to the bottom surface  312  using the same anchor  311  and connector  313 , as is shown.  
         [0035]     A method of providing an advertising service is shown generally at  40  with reference to  FIG. 11 . In the method, advertising material is determined, trays having the advertising material incorporated therein are provided and supplied to a facility, and the advertising material is periodically replaced (either at the facility or after collecting the trays from the facility). The method  40  generally comprises the steps of collecting advertising materials in a collecting step  42 , distributing the collected advertising materials in a distribution step  44 , and displaying the distributed advertising materials in the airport security checkpoint trays in a display step  46 . The method further comprises making a decision regarding whether to remove the displayed advertising material in a decision step  48  and either proceeding with collecting another advertising material in the collecting step  42  or removing the displayed advertising materials in a removal step  50  before proceeding with collecting another advertising material. In determining the advertising material, the collecting step  42  may comprise physically receiving the advertising materials from the product/service provider, or it may comprise receiving authorization from the provider to have the advertising materials reproduced by a third party. The distribution step  44  may comprise the printing of the advertising material at the airport using a computer or other device having a desktop publishing function.  
         [0036]     Advertising materials are provided from product/service providers in advertising material providing step  52 . In the material providing step  52 , potential product/service providers are contacted in a contact step  51 . Agreements pertaining to the particulars of the tray advertising process are negotiated in a negotiation step  53 , and an agreement is desirably reached in an agreement step  55 . The agreement reached may define parameters such as which party supplies the concepts for the advertising material, the responsibilities of the product/service provider, the responsibilities of the respective advertisement supplier(s) and distributor(s) as well as tray management services, and the relevant associated financial and accounting processes.  
         [0037]     Although only one advertising material providing step  52  is shown, it should be understood that any number of product/service providers may provide advertising materials. Product/service providers can be selected such that the advertising can be targeted to consumer groups endemic to a particular destination or the area surrounding the airport. In addition, if separate screening processes are instituted for travelers flying in different classes on the same airplane, the advertising materials can be targeted to the travelers of each particular class. For example, first class travelers may have one advertising material shown in the trays used in the screening process and business class or economy class travelers may have a different advertising material shown in the trays. Furthermore, advertising materials can be seasonally or popularly directed to travelers. Alternately, public service messages and warnings can be directed to travelers.  
         [0038]     In the decision step  48 , a query is made regarding whether the advertising material being displayed is to be removed prior to the display of a subsequently posted advertising material. In particular, in embodiments of the tray in which advertising materials are pasted over previously posted advertising materials and the response to the query is “yes,” the removal step  50  is executed. Referring now to  FIG. 12 , the removal step  50  comprises removing the trays from the airport in a tray removal step  54 , transporting the removed trays to a cleaning facility in a transport step  56 , and cleaning the trays in a cleaning step  58 . As stated above, the cleaning step  58  may comprise cleaning the trays with steam to remove the accumulated advertising materials. Other methods of cleaning the trays may also be used, such as soaking the trays in water, scraping the accumulated advertising materials, using ultrasound techniques to loosen the adhesive, or combinations of the foregoing. The trays are ultimately returned to the airport.  
         [0039]     Referring now to  FIG. 13 , the collection of revenue from the operation of the method of providing the advertising service  40  is shown at  60 . The collection of revenue  60  comprises receiving income streams from product/service providers and making payouts to airports as compensation for advertising space leased. Although any number of income streams may be received from product/service providers, only two income streams are shown at x 1  and x 2 . Although any number of payouts may be made to airports, only one payout stream is shown at y. Preferably, the total value of the income streams exceeds the total value of the payout streams.  
         [0040]     Although this invention has been shown and described with respect to the detailed embodiments thereof, it will be understood by those of skill in the art that various changes may be made and equivalents may be substituted for elements thereof without departing from the scope of the invention. In addition, modifications may be made to adapt a particular situation or material to the teachings of the invention without departing from the essential scope thereof. Therefore, it is intended that the invention not be limited to the particular embodiments disclosed in the above detailed description, but that the invention will include all embodiments falling within the scope of the appended claims.