Bogus Brand Proves Airport Ad Cut Through

JCDecaux Airport has revealed the results of research which used a pseudo brand to prove the effectiveness of airport advertising.

The research, which aimed to establish the isolated effect of advertising in airports alone, used a fictitious brand called “Bleu”. The brand was launched with the strapline “banking will never be the same again” across all four terminals at Heathrow airport in January this year.

Interviews with passengers in the second half of the month revealed a 31% awareness of the Bleu brand, representing 1.3 million passengers. 31% of respondents were found to be aware of the slogan, with 8% recalling it spontaneously and 81% attributed the brand to airports alone.

JCDecaux Airport attributes the level of success to the long dwell times and low advertising avoidance seen in the airport environment.

Richard Malton, marketing director at JCDecaux Airport UK, commented: “The Bleu project represents a paradigm change in airport advertising, bringing much needed accountability to airports and establishing airports as a true contender for all media planning schedules targeting affluent and influential decision-makers.”

Airport passenger figures have grown by over 34% in the last 5 years and are predicted to double in the next 20 years. Earlier this year JCDecaux Airport launched RADAR, a measurement tool for airport advertising which enables profiling of individual sites and campaigns around airports in order to determine the most effective site or sites to reach a given target audience (see Airport Planning Tool Launched By JCDecaux).

JCDecaux: 0207 298 8000 www.jcdecauxairport.co.uk

Recent Outdoor stories from NewsLine: JCDecaux Airport Unveils Summer Packages Out-Of-Home Media Association Appoints Chairman Megaposter Secures Apple iMac For Brighton Site

Subscribers can access ten years of media news and analysis in the Archive