advertising at hong kong - jcdecaux-transport
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Advertising at
Hong Kong
International Airport
Media Offer 2012
Updated Version: 19 June 2012
Media Offer 2012
JCDecaux Group
2
JCDecaux – No.1 Outdoor Advertising Company in the World
operations in 50+ countries
presence in 3,688 cities
reaching 300 million people worldwide daily
in street furniture, transport and airport
advertising worldwide
in billboard advertising in Europe
in outdoor advertising in Asia Pacific
Media Offer 2012 3
No. 1 in Asia Pacific
Hong Kong
Macau
Beijing
JCDecaux Airport, world leader in airport advertising
Operating airport advertising business in 175 airports with 10 key airports
worldwide in 18 countries e.g. London Heathrow, Paris Charles de Gaulle,
Frankfurt, New York JFK, Los Angeles, Beijing, Shanghai, Singapore and
Hong Kong.
Media Offer 2012 4
Sources: *Year to date International Passenger Traffic July 2011 by Airport Council International, updated in Oct 2011
**Airport Authority Hong Kong, updated in Dec 2011
For detailed information of HKIA Awards, please refer to Appendix No.1
**Awarded nearly 40 times by UK aviation research institution Skytrax for 8 times since 2001 and by Airports Council International Airport Service Quality Awards, 2007-2011
Main Hub in Asia and Major
Gateway To and From China
Hong Kong International Airport (HKIA)
1st busiest international airport in Asia Pacific*
3rd busiest international airport in the world*
Within 5 flying hours to half the world’s population
“The World’s Best Airport” for over 50 times**
Media Offer 2012 5
Source: Airport Authority Hong Kong, updated in Jan 2012
53.9m passengers in 2011
+5.9% YOY increase over 2010
Strong Passenger Traffic Growth
m
m m
Media Offer 2012
The Top 5 Busiest Airports Worldwide
6
3rd: Hong Kong, CN (HKG)
1st: London, GB (LHR) 5th: Amsterdam, NL (AMS)
2nd Paris, FR (CDG)
4th: Dubai, AE (DXB)
HKIA – World’s Busiest Airports
Source: Year –to-date International Passenger Traffic, 12 months ending Jan 2012, by Airport Council International,.
100 airlines flying to about 160 destinations worldwide
Media Offer 2012
7
HKIA Passenger Profile
Source: HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Nov 2011
*Population and Household Statistics Analyzed by District Council 2010, Census and Statistics Department, Mar 2011
Most elite group of audience:
well-educated, top executives with high spending power.
Over 50% are PMEB (Professionals, Managers, Executives and Businessmen)
>50% PMEB
Monthly Household Income of HK$57,000
– 3 times higher than general population*
Media Offer 2012 8
Source: *HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Nov2011
**Airport Authority Hong Kong, Nov 2010 – Oct 2011
HKIA Passenger Profile
Gender Distribution
46% 54%
Gender Distribution*
Passenger Mix
Top 5 Flight Destinations, T1**
Media Offer 2012 9
Source: HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Nov2011
HKIA Passenger Profile
Age Distribution
* Highest Proportion Age
41% (26–35 years old) *
Education Status
81% College or above
Media Offer 2012 10
Source: JCDecaux Airport Stories by Opinion Way – October 2011
Benefits of Airport Advertising
Almost 90% of frequent flyers
consider airport advertising to
enhance brand perception
They further believe that airport
advertising gives brand …
• enhanced international status
• prestige and modernity
• cosmopolitan dimension
• powerful image “Airports are the symbolic gateway to
a city, a country” Sir Norman Foster, Architect and Designer of HKIA
Media Offer 2012 11
Benefits of Airport Advertising
Source: JCDecaux Airport Stories by Opinion Way – October 2011
94% of passengers believe
brands benefit from airport
advertising
“I purchase luxury brands, I just feel
like having them in the airports.”
Female passenger at HKIA
International frequent flyers
agree that airport advertising
gives brands’ importance,
exposure to a global audience
and help increase sales.
Media Offer 2012 12
Benefits of HKIA Advertising
For detail information of passenger dwell time,
please refer to Appendix No.6 Source: *HKIA Passenger Tracking Survey conducted by Cimigo Ltd, Airport Authority Hong Kong, Nov 2011
**JCDecaux Airport Stories Hong Kong by Opinion Way – October 2011
98% of passengers think the
advertisements at HKIA are
very visible**
85% of travelers look at the
advertising at HKIA **
80% of airport users have time to
read the advertising messages**
Average dwell time of nearly 4 hours*
in a captive environment with a receptive
mindset
Media Offer 2012
INNOVATE
Innovate
through new
forms and
ways of
advertising
whatever
your media
category is.
Surround
100% of the
audience
with static or
digital
networks to
achieve
repetition
and recall.
DOMINATE
Interact with
your
audience
through
practical and
engaging
solutions.
TOUCH
Differentiate
your brand
with digital
and cutting-
edge
technology.
DIGITAL
Communicate
with your
desired
target: right
audience,
right time,
right location.
TARGET PROMOTE
Compel
consumers
to action at
point-of-
sale to
increase
footfall.
SPONSOR
Associate
your brand
to a
genuine
airport
service.
Reach 100%
of the
airport
audience in
one hit with
premium
locations &
outstanding
formats.
IMPACT
13
2012 Media Offer
Media Offer 2012 14
• Stand out in a cluttered environment with our range of impactful media
solutions
• Gain a competitive advantage with extensive area coverage and airport
architectural integration
• Display your brand message in a highly visible and well-traveled area
Impact
IMPACT
PICTURE HERE
Media Offer 2012 15
International Clock Lightbox
High impact and visibility, located in the center of Departure Check-in Hall,
catching the attention of all departing passengers
(Terminal 1, Departure Level 7, Check-in Area, Non-restricted Area)
Media Offer 2012 16
Departure Pre-Immigration Lightbox
Top-of-mind awareness among travelers in a high traffic location, with strong visual impact
(Terminal 1, Departure Level 7, Check-in Hall, Non-restricted Area)
Media Offer 2012 17
Arrival Pre-immigration Billboard
Creates an overwhelming impact and enhances ads attractiveness,
capturing 100% of arriving passengers
(Terminal 1, Arrival Level 5, Pre-immigration Area, Restricted Area)
Media Offer 2012 18
Mega Glass Balustrade Lightbox
Facing the busy baggage reclaim area with on-target exposure to frequent travelers and tourists
(Terminal 1, Arrival Level 5, Baggage Reclaim Area, Restricted Area)
Media Offer 2012 19
Bulkhead Column Mounted Lightbox
Eye-catching exposure at prominent location, capturing arriving passengers and greeters
(Terminal 1, Arrival Level 5, Arrival Greeting Hall, Non-restricted Area)
Media Offer 2012 20
Exterior Billboard
Prime and prestigious format well-suited for brand building,
targeting a diversified audience including business travelers, tourists, and commuting passengers
(Main access road to the terminal buildings)
Media Offer 2012 21
Dominate
DOMINATE
PICTURE HERE
• Maximize impact and spread your message to a vast airport audience
• Maximize your reach and brand exposure with our dominant media offerings
and surround 100% of your audience to achieve repetition and recall
Media Offer 2012 22
All Departure Frequency Network
High visual impact and top-of-mind awareness among the travelers
Extensive coverage gives strong impression to target audience
(Terminal 1, Departure Level 6, Departure Concourses, Restricted Area)
Media Offer 2012 23
All Arrival Frequency Network
Create overwhelming effect and increase ads attractiveness at close proximity,
targeting all arriving passengers
(Terminal 1, Arrival Concourses Level 5, Restricted Area)
Media Offer 2012 24
Airbridge Interior Advertising
Guarantees top-of-mind message delivery to target audience,
being the first and last to be seen by both departing and arriving passengers
(Terminal 1 and North Satellite Concourse, Departure and Arrival Levels, Restricted Area)
Media Offer 2012 25
Arrival Buffer Hall Lightbox
Offer maximum exposure for brands with formats positioned among the flow of passengers
(Terminal 1, Arrival Level, Restricted Area)
Media Offer 2012 26
• Connect directly to your target audience
• Our targeted media solutions allow advertisers to maximize their reach and
branding efforts
Target
TARGET
PICTURE HERE
Media Offer 2012 27
Greater China Network
Highly effective in targeting Greater China travelers
following the traffic flow from all significant touch points
(North Satellite Concourse, Departure Level 5, Restricted Area)
Media Offer 2012 28
Exhibition Site
Effective platform for direct interaction between advertisers and passengers
(Terminal 1, Departure Level 7, Check-in Area, Non-restricted Area)
Media Offer 2012 29
Baggage Reclaim Focus Network
Best for brand exposure, precisely capture the attention of passengers waiting for luggage
(Terminal 1, Arrival Level 5, Baggage Reclaim Hall, Restricted Area)
Media Offer 2012 30
• We offer digital solutions with added flexibility with creative impact.
• Propel your brand to the forefront of consumers with eye catching and
dynamic solutions.
Digital
DIGITAL
PICTURE HERE
Media Offer 2012 31
Digital Business Network
Best for targeting upscale business travelers, with eye catching exposure at prominent locations
(Terminal 1, Departure Level 7, Restricted Area)
Media Offer 2012 32
Digital Duty Free Network
Rich moving content, located at the point-of-purchase, entices passengers to shop
Terminal 1, Departure Level 6, East Hall, Restricted Area)
Media Offer 2012 33
Digital Boarding Gate Network
Easily attracts the passengers' attention – an effective medium with high reach and frequency
(Terminal 1, Departure Level 6, Departure Concourses, Restricted Area)
Media Offer 2012
• Stimulate your audience and achieve a competitive advantage through our
dynamic media offering.
• Associate your brand with a clever passenger service to provide immediate
product benefit and achieve brand association.
Touch
PICTURE HERE
TOUCH
Media Offer 2012 35
Digital Interactive Panel
Allowing greater engagement between customers and brand
Terminal 1, Departure Level 6, Duty Free Area, Restricted Area)
Media Offer 2012
• Provide advertisers with differentiation through new and innovative ways of
advertising.
• Enhance brand recall and efficiency to a cluttered market place.
Innovate
PICTURE HERE
INNOVATE
Media Offer 2012 37
Power Pole Sponsorship
Associates brand to a genuine airport service
Located at areas capturing departing passengers
(Terminal 1, Departure Level 6, Departure Concourses, Restricted Area)
Media Offer 2012 38
U-tie
Creates an elevated brand and audience interaction
(Terminal 1, Departure Level 7, Departure Concourses, Restricted Area)
Media Offer 2012 39
QR Code
Enable consumers to opt-in to receive information related dynamic content
(Terminal 1, Departure Level 6, Departure Concourses, Restricted Area
Media Offer 2012 40
• Incite buyer impulse with our range of PROMOTE media offerings.
• Deliver point-of-sale recall for effective communication in direct proximity to
passengers at the airport.
Promote
PICTURE HERE
PROMOTE
Media Offer 2012 41
Secondary Icon and Lightbox on Glass Balustrade
Fulfills various marketing strategies to effectively enhance brand image and awareness
(Terminal 1, Departure Level 6, Duty Free Area, Restricted Area)
Media Offer 2012 42
Column Lightbox
Easily attracts the passengers' attention, targeting them right after passing through immigration
(Terminal 1, Departure Level 7, East Hall, Restricted Area)
Media Offer 2012 43
Duty Free Column Lightbox
Creates strong impact and top-of-mind awareness among travelers
(Terminal 1, Departure Level 6, Duty Free Area, Restricted Area)
Media Offer 2012
• Cleverly associate your brand with cordial passenger services to further
maximize brand awareness.
• Provide extensive area coverage and an original way to communicate to the
mass audience.
Sponsor
SPONSOR
Media Offer 2012 45
Automatic People Mover (APM) Sponsorship
Head-on exposure to passengers waiting at the platform
with enhanced visual impact and elevated brand exposure
Media Offer 2012 46
Automatic People Mover (APM) Sponsorship
Effectively communicate the messages to passengers at close proximity during the journey
(APM In-train, Restricted Area)
Media Offer 2012 47
Multimedia Zone
Allows brand to deliver exciting entertainment contents
for direct interaction between advertisers and passengers
(Terminal 1, Departure Level 7, Area right after Immigration, Restricted Area)
Mockup Photo for reference only
Media Offer 2012 48
Trolley
Extensive coverage, immediate brand recall and brand awareness
Media Offer 2012 49
Appendix
1. Awards of HKIA
2. Overview of HKIA
3. Departure Flights Distribution (Major Airlines)
4. Airline Check-in
5. Premium Retail Profile
6. HKIA’s Passenger Dwell Time
7. Introduction of North Satellite Concourse
8. Introduction of SkyPier
Media Offer 2012 50
*Source: Airport Authority Hong Kong, updated in January 2012
Appendix 1 - Awards of HKIA
Named “The World’s Best Airport” for over 50 times*
World’s Best Airport – UK aviation research institution Skytrax for 8 times since 2001 World’s Best Airport – Among facilities serving 40 million-plus passengers by Airports Council International Airport Service Quality Awards, 2007-2011 Best Airport – Travel Trade publisher TTG, 2002, 2004-2011 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 – Air Transport Research Society, 2007-2011 Asia-Pacific Airport Air Cargo Excellence – Air Cargo World Magazine, 2007-2011
Media Offer 2012 51
Appendix 2 - Overview of HKIA
TERMINAL 1
Departure Level 7:
Non-restricted Area:
Check-in Hall, Retail Shops
Restricted Area:
Immigration Area, Retail Shops,
Food Court
Departure Level 6:
Restricted Area:
Duty Free Shops, Departure
Concourses, Boarding Area
Arrival Level 5:
Non-restricted Area:
Meeters & Greeters Hall
Restricted Area:
Arrival Concourses, Baggage
Reclaim Hall
North Satellite
Concourse:
Restricted Area:
Departure Concourse, Boarding
Area, Retail Shops
TERMINAL 2
Level 6:
Non-restricted Area:
Food Court, Entertainment
Zones, Retail Shops
Level 5:
Non-restricted Area:
Check-in Hall, Retail Shops
Level 3:
Non-restricted Area:
Tour Coach Station, Retail
Shops
Restricted Area:
Immigration Area
SKYPIER
Level 4:
Restricted Area:
Air-to-Sea Level, Retail Shops
Level 3:
Restricted Area:
Sea-to-Air Level. Check-in
Counters
1
2
3
4
5
6
7
8
9
4
1
2
3
5
6
7
8
9
T1 T2 SP
NSC
For detail information of North Satellite Concourse and SkyPier,
please refer to Appendix No.4 & 5
Media Offer 2012 52
5. South Concourse
Cathay Pacific Airways
Dragonair
and others
1. North Concourse
British Airways
Cathay Pacific Airways
Dragonair
Korean Air
Philippine Airlines
Qantas Airways
Singapore Airlines
and others
4. Southwest Concourse
Air Canada
Air Asia
Cebu Pacific Air
China Airlines
China Eastern Airlines
Dragonair
Hong Kong Airlines
Lufthansa German Airlines
Thai Airlines
United Airlines
and others
3. Central Concourse
All Nippon Airways
Air France
Asiana Airlines
EVA Airways
Cathay Pacific Airways
Cebu Pacific Air
China Airlines
China Eastern Airlines
Delta Air Lines
Dragonair
Hong Kong Airlines
Japan Airlines
Korean Air
Malaysia Airlines
Philippine Airlines
Qantas Airways
Singapore Airlines
Virgin Atlantic Airways
and others
2. Northwest Concourse
Cathay Pacific Airways
Dragonair
Emirates Airline
Hong Kong Airlines
United Airlines
and others
Appendix 3 - Departure Flights Distribution
(Major Airlines)
Source: April 2012, Airport Authority Hong Kong
1
4 3
2
6
5
6. North Satellite Concourse
Air China
China Eastern Airlines
China Southern Airlines
Dragonair
Garuda Indonesia
Hong Kong Airlines
Hong Kong Express
Shenzhen Airlines
Spring Airlines
and others
Media Offer 2012 53
Terminal 1 & Terminal 2 Airline Check-in
Star Alliance
Appendix 4 - Airline Check-in
Oneworld SkyTeam Non-Alliance
Media Offer 2012 54
Appendix 5 - Premium Retail Profile
A place for great shopping with over 280 retail shops,
of which 40 are top tier luxury brands
Media Offer 2012 55
Source: HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Nov 2011
Appendix 6 – HKIA’s Passenger Dwell Time
Average dwell time of nearly 4hrs*
• An inescapable exposure time in a captive
environment with no interference and 100 %
dedicated to travel
• Extensive dwell time in a receptive mindset
for passengers that generates advertising
impact
Transit/Transfer passengers
Departing passengers
Arriving visitors
5.5 hours
4.5 hours
3.3 hours
Media Offer 2012 56
Grand Opening in January 2010
Targeting Greater China flights
Short-haul passengers with 10
Bridge-Served Stands
10 Retail and 2 F&B Outlets
Capacity of 5 million passengers
3 Minutes Connection to Terminal 1
by Shuttle Bus
Appendix 7 - Introduction of North Satellite Concourse
Updated as of June 2012
Media Offer 2012 57
• Provide direct transfer from air-to-
sea and sea-to-air passengers
• Strengthen Hong Kong’s
connectivity with the Pearl River
Delta (PRD) region and Macau
(Shekou and Fuyong in
Shenzhen , Guangzhou Nansha,
Dongguan Humen, Zhongshan,
Zhuhai Jiuzhou, Macau's Maritime
Ferry Terminal and Taipa)
• With 4 berths and 20 airline
check-in counters, the SkyPier
handled 2.2 million passengers in
2010
Appendix 8 - Introduction of SkyPier
Updated as of Jan 2012
Media Offer 2012 58
Contacts
Contact Us for More Details
JCDecaux Transport – Airport Advertising Sales Team
Tel : (852) 2111 0111 / (852) 2862 7234
Fax: (852) 2110 1407
Email: airport@jcdecaux.com.hk
Website: www.jcdecaux-transport.com.hk/hkairport.html
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