JCDecaux And BAA Unveil Airport Advertising Vision
JCDecaux Airport and BAA have unveiled their vision for ‘airport advertising of the future’ at Heathrow Terminal 5, as part of plans to redevelop advertising across all BAA airports.
With an estimated investment of £25 million in state-of-the-art digital technology and iconic poster advertising sites, Terminal 5 is intended to transform the airport advertising medium.
The advertising was created as an integral part of the Terminal 5 design with every site positioned to achieve maximum exposure. The advertising will combine an exclusive number of spectacular advertising sites with the largest number of digital screens of any airport worldwide. Over half the estate at Terminal 5 will be digital.
Opening on March 27th 2008, it is projected that 27 million British Airways passengers will pass through the terminal in year one alone.
With over 700 digital screens across BAA airports, this is one of the largest deployments of digital technology in the world. Four digital networks will initially be launched, each designed to target passengers at different stages of the pre-defined airport journey.
Julie France, managing director of JCDecaux Airport, said: “Media at Terminal 5 will be the trailblazer for airport advertising across the world with spectacular media space, premium audiences and a retail offering that is unsurpassed. JCDecaux Airport has worked closely with BAA and the Terminal 5 architects to achieve this unique media environment where the advertising is an integral part of the terminal.
“The combination of digital and traditional outdoor formats will bring new advertisers to the airport medium and offer exciting opportunities for our existing clients. The digital commitment by JCDecaux and BAA brings the critical mass of digital advertising screens to the outdoor market and will be a catalyst for growth of the digital sector.”
Duncan Tolson, director of media at BAA, added: “Today’s launch marks the start of a new generation of airport advertising. Not only will this new media portfolio enable a wide range of companies to communicate with our passengers, the world’s most affluent, international mass audience, but it will also enhance our customer’s overall airport experience.
“Our partnership with JCDecaux Airport, introducing the latest innovations in digital technology, has made this possible, allowing powerful, flexible and targeted communication including iconic poster advertising sites that promote brands as never before. Terminal 5 will act as a blueprint for the future of airport advertising and we are looking forward to rolling it out across all BAA airports in the future.”
JCDecaux: 020 7298 8000 www.jcdecaux.co.uk