JCDecaux has announced that its subsidiary JCDecaux ATA has won the advertising contract for the new Prince Mohammad bin Abdulaziz International Airport (PMIA) in Madinah, Saudi Arabia.
This agreement has been reached with Tibah (consortium between TAV Airports, Saudi Oger and Al Rajhi) which operates the new Madinah airport. The exclusive 10-year contract includes all indoor and outdoor advertising solutions.
As part of this contract, JCDecaux ATA will install iconic structures on the Access Road, networks of pole mounted digital screens, premium static displays, offer passenger jet bridges and implement activation opportunities.
With the signing of this contract, JCDecaux ATA maintains its exclusivity over the airport territory within Saudi Arabia after having won the rights to the country’s 26 airports in 2010. The current airport in Madinah catered to 5.7 million passengers in 2014 (up 22 percent compared to 2013) and is the fourth busiest airport nationwide, while the new PMIA will have a capacity of 8 million passengers.
Madinah is home to the second holiest site in Islam and was searching for state-of-the-art facility upgrades for its ever-growing number of pilgrims, especially during the Ramadan and Hajj periods. This project is indicative of the kingdom’s ongoing efforts to modernize infrastructure and is the first major airport to be delivered as part of this process.
Dr Sani Şener, CEO of TAV Airports, said: “It is fundamental for both the city and gateway of Madinah to offer passengers with modern facilities worthy of this holy city. Advertising is an important component of such change. We are pleased to continue JCDecaux’s agreement with PMIA and look forward to innovative advertising solutions and services which will enhance the passenger experience.”
Jean-Charles Decaux, Co-CEO of JCDecaux, said: “We are very pleased that the new Prince Mohammad bin Abdulaziz International Airport has chosen the outdoor advertising expertise of JCDecaux ATA. As No.1 in airport advertising in Saudi Arabia, it is exciting to be part of the country’s infrastructural evolution. The new PMIA will showcase our capacity to transform the airport environment with innovative and premium communication offers, optimising visibility for our clients. This is further recognition of JCDecaux’s expertise in creating tailored solutions for airports.” – TradeArabia News Service.
German beer brand, Becks, surprised travellers at Frankfurt Airport with a crate of beer on the luggage belt. This refreshing PR stunt was designed to celebrate the launch of three new types of beer Amber Lager, 1873 Pils and Pale Ale. It transpires that, due to alcohol restrictions, the beer is not genuine but it still created a high buzz amongst social media with the waiting travellers posting onto facebook and Twitter.
Beacons are fast becoming the technology of the moment. Sectors as diverse as retail, public services, entertainment and leisure are all harnessing the benefits of using these small, wireless devices, to very different ends. Beacons are a type of low-cost, micro-location-based technology that uses Bluetooth low energy (BLE 4.0) to communicate with mobile devices.
They offer brands the ability to get to know target audiences and their preferences better through location and interaction data. This enables marketers to serve locally-relevant content and vouchers on people’s mobile phones or push notifications through to build loyalty programmes. With the introduction of Beacons across the globe in so many different environments, global consumer adoption is looking like it will be relatively fast-paced. Coupled with the fact that Apple is supporting through its own iBeacon platform, the future looks bright.
In the international airport environment specifically, beacons are now being used to enhance passenger services. The latest to be unveiled – in a pilot scheme by Emirates – is fitting Beacons into luggage tags to track baggage and prevent loss. Used in this way, they function as a kind of wearable technology for consumers’ suitcases. British Airways has also been trialling them along the consumer journey to improve customer experience and provide useful information like boarding times.
Of course, with this new technology comes a massive opportunity for media deployment, and nowhere is this more apparent than with out-of-home (OOH). Beacons placed in normative OOH sites transform them into an opportunity for brands to build engagement and make their OOH work even harder. As the airport environment becomes an ever more competitive retail opportunity, beacons can help provide brands with a competitive edge as they seek to bridge the path-to-purchase from departures lounge to duty free store.
One of the big questions, however, is how to host these beacons. The necessity of having an activated app running in the background of the consumer’s phone and having it Bluetooth enabled can mean that the funnel of active participants becomes too small to warrant usage.
This poses a key decision for advertisers. Do they build their own app and promote its usage to host messaging, or do they partner with an app that has a high consumer download – for example an airline app – to ensure enough users to make the platform viable?
Another key consideration is privacy and advertisers providing the right push messaging. Encroachment into the audience’s personal handset has to provide a genuine consumer service, otherwise it runs the risk of alienating the audience. For example, a travel retail brand using beacons installed in their OOH sites along the path-to-purchase in airports could offer a complimentary voucher in duty free, rather than just reasserting the messaging that already surrounds the consumer on OOH.
Investments from media owners such as EYE – which is installing beacons into their existing digital networks In London Gatwick as part of their £8m media upgrade plans – already show faith that this technology is likely to challenge other consumer engagement platforms like NFC.
Beacons can offer such a wealth of opportunity for brands, and environments like airports where there is a saturation of tech-savvy early adopters are perfect for brands looking to engage target audiences in new ways. However, to make the most of the opportunity beacons present, brands must strike the right balance and keep the consumer experience at the core of any beacon-enabled campaign. That way they can ensure that they engage consumers on their own terms, using this new technology to advertise in a new and innovative way while also enhancing consumers’ lives.
Jessica Bee – Integration Director, PSI
As temperatures across the country drop, the British Gas team behind Hive Active Heating today launches the world’s first digital out-of-home (DOOH) campaign to use flight data to solely target British travellers as they touch down in Britain. The company has partnered with international out-of-home (OOH) agency PSI and DOOH specialists Liveposter to target the 8.8 million UK residents who will return home through London Heathrow (T1, T2 & T4) and London Gatwick this winter.
In deals with media owners JC Decaux and EYE, returning passengers will be welcomed home with bespoke messaging which relates to their holiday destination. For example, passengers returning from Malaga in Spain will be encouraged to ‘Keep the Malaga mood with Hive Active Heating.’ The activity forms part of a national OOH campaign planned by Carat & Posterscope for Hive Active Heating, which enables customers to control their heating and hot water remotely via mobile, tablet or laptop.
The campaign for Hive Active Heating marks the first implementation of a new international hub package from PSI and Liveposter called Liveposter Airports. The package enables brands to exploit the opportunities that dynamic digital creative offers to deliver the right message at the right time and to the right audience. Brands can now create, schedule and publish digital ads to major airport media owner networks across nine global hubs, including London Heathrow, London Gatwick, Dubai, Singapore, Istanbul, New York JFK, Barcelona, Moscow and Frankfurt.
Liveposter Airports uses flight, time, location and weather data to improve audience targeting for brands. All ads are centrally managed via an easy-to-use online interface, providing complete control of the creative messaging and targeting by audience.
Pamela Brown, head of marketing and insight for Connected Homes at British Gas, said: “Today, 10 per cent of people with central heating don’t have a timer and almost a quarter of people that have a timer don’t use it. Hive Active Heating is a smart thermostat that turns this on its head. It lets people control their heating and hot water remotely on their mobile phone. This new campaign will help us reach people as they’re arriving home from holiday – just when people would want to switch their heating on so their home is warm when they arrive.”
Liz Jones, managing director of PSI, said: “Hive Active Heating is the first of many products that will be using data to be smarter about how to target travellers. Using live flight and campaign planning data from PSI’s Global Planner tool, along with Liveposter’s expertise in DOOH and data, products like Hive Active Heating can now turn international airports into highly targetable, measurable OOH environments. Brands can ensure they engage their target audience with personalised, specific messages via digital screens, and improve the efficacy of national and international campaigns.”
Dan Douglas, founder of LivePoster, said: “We’re really excited to be rolling out our first global product with Liveposter Airports. It’s a unique offering at this scale for advertisers to maximise digital OOH in major airports around the world, enabling them to tailor their messaging for global and local audiences using real time data and dynamic content to ensure maximum impact.”
Sarah Parkes, Managing Director at Eye Airports, said: “Airports are a hotbed of creativity powered by big data. This campaign has showcased the many capabilities of DOOH advertising and through collaboration with our partners we have created a unique, media first campaign to effectively and efficiently reach passengers as they arrive back from holiday”.
Rob Elms, sales director at JCDecaux Airport, said: “It’s fantastic to see Hive Active Heating harness our digital Out-of-Home network at Heathrow in such a dynamic and innovative way. By tapping into the mind-set of passengers who are travelling home, they have taken advantage of the unique opportunity to promote Hive Active Heating using relevant and topical content in areas of high dwell-time at the world’s largest international airport.”
Eye Airports, the UK’s airport advertising experts, have announced major plans for their ambitious #RedefiningAirports Project, marking an unprecedented £8m investment in advertising media and technology across the Eye Airports network. This is the largest investment in advertising in UK Airports this decade and an opportunity to reach the biggest domestic Airport audience.
Billed as “a massive step in the evolution of Airport media”, the project is about huge investment in the latest high-spec media formats and advertiser opportunities to dominate the Airport environment. This is about capitalising on the significant multi-billion pound investment in UK Airports and in response to the rapid audience growth and the way consumers interact in airports, which has changed with the commercial landscape.
This will be seen across both Gatwick North and South terminals, offering new advertising and retail opportunities throughout the passenger journey. The pinnacle of these include digitized welcome screens, large digital screens in the terminals and a major refresh of screens with better, strategic placement of advertising sites in the open, inviting retail space. This includes new large format, high definition screens which, at 4mm, are the most advanced LED screens in their field and the optimum in the Airport Advertising industry. These were designed as part of the redevelopment of the airports.
The investment not only spans Gatwick and Stansted Airports but also Eye Airports’ national footprint at Manchester, Newcastle, East Midlands, Bristol and Southampton Airports. This will provide more opportunities to reach the UK’s largest domestic airport audience with cutting edge solutions that will also include mobile functionality, beacons and other new technology broadening the scope for advertising.
From December, advertisers and agencies will have new and unique opportunities to take strategic ownership of key spaces and fully integrate within both Gatwick and Stansted Airports.
With Eye Airports serving predominantly UK residents leaving the country or returning home, the Airport environment offers brands the chance to reach a large and valuable demographic whilst enhancing the passenger experience.
Ged Weston, Sales Director at Eye Airports, said:
“This is a bold and confident step forward for the Airport industry. The whole Airport experience has fundamentally improved, and therefore we are changing our offering to reflect this… I cannot wait to see the reaction of our clients and the media industry.”
Sarah Parkes, Managing Director at Eye Airports, added:
“Mobile and social media are also a massive part of the new Airport experience, as these are the most ‘checked into’ locations on Facebook. Smart phones are the essential travel companion for passengers, so joining up the dots between mobile, data and OOH now offers a fantastic opportunity for our clients to engage with the Airport audience. Our challenge is how we help and advise our advertisers to now take advantage of this unique opportunity.”
For more information, visit eyeairports.com
JCDecaux India recently worked with ITC Foods to launch their Farmlite biscuits at Bangalore airport through a uniquely engaging activity.
The campaign’s concept was built upon Farmlite’s message of having fun while staying fit. It was delivered in two parts with both containing elements of surprise which left a lasting impression with the passengers.
1. Pedal Power at Luggage Conveyor Belt
Farmlite cleverly made use of passengers’ waiting time at the luggage reclaim belt. While passengers were waiting to reclaim their luggage, the conveyor belt stopped unexpectedly, and could only be re-started by pedaling on bicycles hooked up to it. Passengers had to volunteer to pedal to get the belt working again. Everyone was rewarded with packs of Farmlite biscuits arriving on the belt, followed by their luggage.
2. Farm Scene in Arrival Area
In addition, the entire domestic arrival baggage reclaim zone was converted into a farm scene using strategic use of advertising panels.
Farmlite’s understanding of the airport environment led it to transform the mundane task of waiting for luggage into an engaging and fun activity with even a bit of a workout! This unique event generated a high number of tweets coming directly from passengers expressing their delight in this memorable campaign.
FMCG Success at the Airport
We often expect to see brands such as fashion, fragrances and motors at airports. But this is a great example of an FMCG brand making clever use of the airport environment to create a lasting impression through unusual engagement and unique sampling initiatives.
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Via: JCDecaux OneWorld
The largest airport advertising company in the United Kingdom, Eye Airports, has selected BroadSign International, LLC’s cloud-based digital signage software platform to power its network of screens across 28 airports in the UK. The initiative follows the merger announcement of Eye Corp UK and Airport Partners in December 2013.
The initial conversion of 200 Eye Airports screens to BroadSign software took place in 13 airports this March and will continue with further rollout. The network is present in major national hubs such as London Gatwick, Manchester Airport and London Stansted. It consists of 46″, 55″ and 70″ LCD screens and video walls along with large format LEDs, and reaches over 100 million passengers annually.
Via: Yahoo Finance