airport - JCDecaux

Advertising at Hong Kong
International Airport
Media Sales Kit
2014
January 2014
Media Offer 2014
MAIN CONTENT
1
JCDecaux Group
2
About Hong Kong International Airport
3
2014 Media Offer
4
2014 Upcoming Media Development
5
Appendix
6
Contact
Media Offer 2014
2
JCDECAUX GROUP
OUTDOOR ADVERTISING:
A UNIQUE POSITION
Street Furniture
Airport
advertising
Nº1
worldwide
Nº1
worldwide
Transport
advertising
Nº1
worldwide
Billboard advertising
Nº1
in Europe
Self-service bicycles
Nº1
worldwide
Nº1 WORLDWIDE IN OUTDOOR ADVERTISING
Media Offer 2014
3
GLOBAL NETWORK
Expert of the international airport arena
Present in 10 of the
20 first airports in
the world*
152 airports in
18 countries
PARIS
NEW YORK
(London Heathrow,
New York, Los
Angeles, Frankfurt,
Paris, Singapore…)
MACAU
BEIJING
Source: *World’s Busiest Airports 2012 , Airport
Council International
Media Offer 2014
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JCDECAUX TRANSPORT (HK)
Managing the advertising of:
HONG KONG INTL AIRPORT
MTR
MACAU INTL AIRPORT
AIRPORT EXPRESS
PACIFIC PLACE PASSAGES
NGONG PING 360
Media Offer 2014
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HONG KONG INTERNATIONAL AIRPORT (HKIA)
Major gateway to the world and to China
One of the world’s
Top 10 Busiest Airports
Asia Pacific’s
Busiest International Airport
Over 100 airlines to
180 worldwide destinations
Flying to about 50
cities in
Mainland China
59.9 million
passengers
in 2013
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Good mix of international and Asian passengers
Source: * Passenger by Market, - HKIA Annual Report
2012/2013 - Airport Authority Hong Kong
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HKIA PASSENGER PROFILE
Global Shoppers – international travellers who clearly
associates shopping with travelling
The biggest spender
Impulse shopper
Least price conscious
Air travelers are likely to
stay longer, spend more
and shop more!
Source - Global Shopper Study by JCDecaux, 2013
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BENEFITS OF ADVERTISING AT HKIA
HKIA is a strategic connection point for brands
to reach highly receptive audience
of passengers think
advertisements at HKIA are
98% very visible
85%
of travelers look at the
advertising at HKIA
80%
of airport users have
time to read the
advertising at HKIA
Source: Airport Stories Hong Kong, a JCDecaux commissioned Survey,
conducted by Opinion Way – October 2011
Travellers incredibly high awareness of advertising means airport advertising is
very effective at reaching this high-spending valuable audience.
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BENEFITS OF ADVERTISING AT HKIA
Targets the Global Shopper – a new category of consumers
who are looking for the ultimate shopping experience
96%
Like to do shopping when
visiting a foreign city
Consider shopping as an
83%important part
of their trip
Advertising at HKIA reaches an affluent
group of international frequent flyers with
high spending power
Source - Global Shopper Study by JCDecaux, 2013 &
Airport Stories Hong Kong, a JCDecaux commissioned Survey,
conducted by Opinion Way – October 2011
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BENEFITS OF ADVERTISING AT HKIA
A unique environment to engage
and converse with consumers
92%
Pay attention to
advertising in airports
90% enhance brand perception
international frequent flyers consider
airport advertising to
85% like / enjoy
international frequent flyers
airport advertising
Source - Global Shopper Study by JCDecaux, 2013 &
Airport Stories Hong Kong, a JCDecaux commissioned Survey,
conducted by Opinion Way – October 2011
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2014 Media Offer
HKIA offers your brands total
media solutions
Reach 100%
of the
airport
audience in
one hit with
premium
locations &
outstanding
formats.
Surround
100% of the
audience
with static or
digital
networks to
achieve
repetition
and recall.
Communicate
with your
desired target:
right audience,
right time,
right location.
Differentiate
your brand
with digital
and cuttingedge
technology.
Innovate
through new
forms and
ways of
advertising
whatever
your media
category is.
Compel
consumers
to action at
point-ofsale to
increase
footfall.
Associate
your brand
to a
genuine
airport
service.
IMPACT
DOMINATE
TARGET
DIGITAL
INNOVATE
PROMOTE
SPONSOR
Media Offer 2014
Impact
• Stand out in a cluttered environment with our range of impactful media solutions
IMPACT
• Gain a competitive advantage with extensive area coverage and airport architectural
integration
• Display your brand message in a highly visible and well-traveled area
Media Offer 2014
INTERNATIONAL CLOCK LIGHTBOX
Departures Check-in Hall, Terminal 1, Level 7
Impact
Spectacular format with high-impact and visibility, in the center of Departures Check-in Hall
Media Offer 2014
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CHECK-IN HALL LIGHTBOX
Departures Check-in Hall, Terminal 1, Level 7
Impact
Premium format with full coverage of Check-in Hall capturing departing passengers and well-wishers
Media Offer 2014
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CHECK-IN CEILING BANNERS
Departures Check-in Hall, Terminal 1, Level 7
Impact
High visibility in a heavy traffic location, precisely captures departing passengers and well-wishers
Media Offer 2014
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ARRIVALS PRE-IMMIGRATION LIGTHBOXES
Arrivals Pre-immigration Area, Terminal 1, Level 5
Impact
Hits all arriving passengers with powerful visual impact directly facing the flow of traffic
Media Offer 2014
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ARRIVALS PRE-IMMIGRATION BILLBOARD
Arrivals Pre-immigration Area, Terminal 1, Level 5
Impact
Captures 100% of arriving passengers with powerful head-on visuals
Media Offer 2014
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EXTERIOR BILLBOARD – PORTRAIT
Main access road to terminal buildings
Impact
Prime and prestigious format, highly visible from the road and Airport Express train
Media Offer 2014
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EXTERIOR BILLBOARD - LANDSCAPE
Main access road to terminal buildings
Impact
Prime and prestigious format, captures air travelers and commuters on the busy airport road
Media Offer 2014
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Dominate
PICTURE HERE
• Maximize impact and spread your message to a vast airport audience
DOMINATE
• Maximize your reach and brand exposure with our dominant media offerings
• Surround 100% of your audience to achieve repetition and recall
Media Offer 2014
ARRIVALS FREQUENCY NETWORK
Arrivals Concourses, Arrivals Level 5, Terminal 1
Dominate
Optimum exposure with wide and high frequency reach of 100% of arrving passengers
Media Offer 2014
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ARRIVALS ZONE DOMINATION
Arrivals Concourses, Arrivals Level 5, Terminal 1
Dominate
Surrounds 100% of arriving passengers, achieving maximum recall through repetition
Media Offer 2014
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ARRIVALS BUFFER HALL LIGHTBOXES
Arrivals Buffer Hall, Arrivals Level 5, Terminal 1
Dominate
Optimum exposure targeting 100% arriving passengers along the flow of traffic
Media Offer 2014
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BAGGAGE RECLAIM LIGHTBOX NETWORK
Arrivals Baggage Reclaim Hall, Arrivals Level 5, Terminal 1
Dominate
Best for brand exposure, captures the attention of passengers waiting for luggage
Media Offer 2014
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ARRIVALS CENTRAL EXIT DOMINATION
Arrivals Greeting Hall, Arrivals Level 5, Terminal 1
Dominate
Maximum attention with moving content on LED TV and succession of lightbox formats
LED TV – time sharing, 4 spots x 10 sec/hr
Media Offer 2014
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ARRIVALS DESTINATION ZONE DOMINATION
Arrivals Greeting Hall, Arrivals Level 5, Terminal 1
Dominate
Maximum awareness through repetition with consecutive impact at the flow of arrivals traffic
Media Offer 2014
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DEPARTURES FREQUENCY NETWORK
Departures Concourses, Departures Level 6, Terminal1 (Restricted Area)
Dominate
Extensive coverage with powerful visual impression to audience of departing travellers
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Promote
• Incite buyer impulse with our range of PROMOTE media offerings
PROMOTE
• Deliver point-of-sale recall for effective communication in direct proximity to passengers
at the airport
Media Offer 2014
UNIQUE BUYING HABITS
OF AIR TRAVELLERS
Preferred shopping place when
travelling
Airports Duty-free
shops
74%
75%
Of the airport shopping
done by travellers takes place on
the return
trip
Reasons for buying in Duty-free
shops
1
Less expensive
78%
2
More convenient
77%
3
Wider choice
58%
Source - Global Shopper Study by JCDecaux, 2013
Source - Global Shopper Study by JCDecaux, 2013
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DUTY FREE PILLAR LIGHTBOXES
Departures Duty Free, East Hall, Departures Level 6, Terminal 1 (Restricted Area)
Promote
Attracts passengers from all directions and induces them to shop at point-of-sale
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DUTY FREE COLUMN LIGHTBOX
Departures Duty Free, East Hall, Departures Level 6, Terminal 1 (Restricted Area)
Promote
Catches passengers eyeballs at point-of-sale and sends them to last-minute shopping on impulse
Media Offer 2014
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SECONDARY ICON & LIGHTBOX ON GLASS BALUSTRADE
Departures Duty Free, Departures Level 6, Terminal 1 (Restricted Area)
Promote
Point-of-sale location, fulfills various marketing strategies to enhance brand image and awareness
Media Offer 2014
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SECONDARY ICON & DUTY FREE COLUMN LIGHTBOX
Departures Duty Free, Departures Level 6, Terminal 1 (Restricted Area)
Promote
Point-of-sale location, fulfills various marketing strategies to enhance brand image and awareness
Media Offer 2014
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LIGHTBOXES ON GLASS BALUSTRADE
Departures West Hall, Departures Level 6, Terminal 1 (Restricted Area)
Promote
Point-of-sale location, creating top-of-mind awareness amongst departing passenegrs
Media Offer 2014
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Digital
PICTURE HERE
• We offer digital solutions with added flexibility with creative impact
DIGITAL
• Propel your brand to the forefront of consumers with eye catching and dynamic solutions
Media Offer 2014
DIGITAL BAGGAGE RECLAIM NETWORK
Baggage Reclaim Area, Arrivals Level 6, Terminal 1 (Restricted Area)
Digital
Zone domination with superb impact, enhanced by dynamic visuals to capture audience attention
103” DIGITAL SCREEN x 12
Media Offer 2014
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DIGITAL DUTY FREE NETWORK
Departures Duty Free, East Hall, Departures Level 6, Terminal 1 (Restricted Area)
Digital
Poin-of-sale location, enticing passengers to shop with attractive rich-moving content
Media Offer 2014
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DIGITAL BOARDING GATE NETWORK
Departures Concourses, Departures Level 6, Terminal 1 (Restricted Area)
Digital
High reach and frequency for maximum awareness, targets 100% departing passengers
Media Offer 2014
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DIGITAL BUSINESS NETWORK
Airline Lounges Area, Departures Level 7, Terminal 1 (Restricted Area)
Digital
Targets affluent passengers with high consumption power
Media Offer 2014
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Innovate
PICTURE HERE
• Provide advertisers with differentiation through new and innovative ways of advertising
INNOVATE
• Converges Out-of-Home and Online media
• Brand relationship through experience, achieving greater customer relationship and
engagement
Media Offer 2014
Sponsor
•
•
Cleverly associate your brand with cordial passenger services already available in the
airport or newly created ones
SPONSOR
Provide extensive area coverage and an original way to communicate to the mass
audience
Media Offer 2014
EXHIBITION DISPLAY SITE
Arrivals Greeting Hall, Arrivals Level 6, T1 (Non-restricted Area)
Innovate
Direct interaction between brand and audience with flexibility to combine innovation and creativity
Media Offer 2014
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EXHIBITION DISPLAY SITE
Departures Check-in Hall, Departures Level 7, Terminal 1 (Restricted Area)
Innovate
Direct interaction between brand and audience with flexibility to combine innovation and creativity
Media Offer 2014
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EXPERIENCE ZONE
Departures East Hall near Food Court, Departures Level 7, Terminal 1 (Restricted Area)
Innovate
Unique and effective platform for brands to interact with passengers for greater engagement
Media Offer 2014
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INTERACTIVE PANEL
Departures Duty Free, Departures Level 6, Terminal 1 (Restricted Area)
Innovate
Unique and effective platform for brands to interact with passengers for greater engagement
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46
INTERACTIVE ADS with QR CODE MOBILE APP
Innovate
Increase engagement with audience by directing to more content online via smart phones
Media Offer 2014
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POWERPOLE SPONSORHIP
Departures Concourses, Level 6, T1 (Restircted Area)
Sponsor
Associates brand to a genuine airport service
Media Offer 2014
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TROLLEYS
Departures Concourses, Level 6, T1 Restricted Area
Sponsor
High mobility with extensive coverage for optimum brand recall and awareness
Media Offer 2014
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Appendix
Media Offer 2014
APPENDIX CONTENT
1
HKIA Awards
2
Future Developments at HKIA
3
Premium Retail Profile
4
HKIA Selective Advertisers List
Media Offer 2014
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HKIA AWARDS
Named The
Appendix 1
World’s Best Airport over 50 times
•
Travel Hall of Fame
– TTG Travel Awards, for winning Best Airport 10 Times
•
World’s Best Airport
– UK aviation research institution Skytrax for 8 times since 2001
•
World’s Best Airport
– Among facilities serving over 40 million passengers annually
by Airports Council International in the Airport Service Quality
Awards, for 5th year in a row from 2007 to 2011.
•
Best Airport
– Condé Nast Traveler, 2007 & 2011
•
Best Airport
– SmartTravelAsia.com, 2006, 2007, 2011
•
Best Airport in China
– Travel Publication Business Traveler China, 2006 – 2008, 2010
•
Most Efficient
Asia-Pacific Airport
– Air Transport Research Society, 2007-2011
•
Air Cargo Excellence
– Air Cargo World Magazine, 2007-2011
*Source: Airport Authority Hong Kong, updated in January 2014
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FUTURE DEVELOPMENTS AT HKIA
Appendix 2
Midfield Development by 2015
& Apron Expansion by 2014
MIDFIELD DEVELOPMENT:
• HKIA will be able to serve additional 10 million
passengers a year by the end of 2015
• 105-meter concourse
• 20 parking stands
• Extension of the APM connecting the Midfield
with T1 and other passenger facilities
• A cross-field taxiway.
APRON EXPANSION:
• 28 parking stands;
Source: Airport Authority Hong Kong website - January 2014
• A cross-runway vehicular tunnel linking to the
cargo area
http://www.hongkongairport.com/eng/future/medium-termdevelopment/index.html
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FUTURE DEVELOPMENTS AT HKIA
Appendix 2
Three-Runway System
by 2023
• Traffic volumes at HKIA have been
growing steadily, and in order to
meet future air traffic growth, the
airport must enhance its capacity.
• Under a three-runway system,
HKIA will be able to accommodate
620,000 flight movements per year,
meeting demand projections up to
and possibly beyond 2030. By 2030,
the forecast passenger throughput
will reach 102.3 million.
*Source: Airport Authority Hong Kong,website - January 2014
http://www.threerunwaysystem.com/en/Overview/Three_runway_system.aspx
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PREMIUM RETAIL PROFILE
Appendix 3
Place for great shopping – over 280 retail shops
40 of which are top tier luxury brands
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SELECTIVE LOYAL ADVERTISERS
Appendix 4
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SELECTIVE LOYAL ADVERTISERS
Appendix 4
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Contacts
Contact us for more details:
JCDecaux Transport – Airport Advertising Sales Team
Tel : (852) 2111 0111 / (852) 2862 7234
Fax: (852) 2110 1407
Email: [email protected]
Website: www.jcdecaux-transport.com.hk/hkairport.html
Find us:
JCDecaux Transport HK
Media Offer 2014