The Universal Brand Experience

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 1 Airports, a growing global arena
for brands

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 Air traffic is expected to double in
the next two decades
RPK* (trillions)
11
10

8
8

6
5

4
4.8%
2,4 Annual traffic
growth over
2
1,3 the next
20 years

0
1970 1980 1990 2000 2010 2020 2030
Sources : Airbus Global Market Forecast - December 2009 - ACI 2009 trafic forecast
*: Revenue Passenger Kilometres

1 Airports, a growing global arena for brands

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 Rapid airport expansion

Global growth
requiring
higher Dubai’s newest Bangalore terminal Frankfurt Main
airport expansion new T3
$33 billion $221 million €420 million
investments
in airport
infrastructures
around the world
Jeddah KAIA Minneapolis
new terminal expansion
$2.4 billion $2.4 billion

1 Airports, a growing global arena for brands

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 The big leap
From Airports to Airport Cities

1900-1960 1960-1990 1990-2010 2010-20..

Shift from a Liberalisation: Development To a remote & seamless airport
means of advent of of passenger
services,
experience
transport for charter flights
an elite and the airports
to tourism for creation of become
the masses shopping malls showcases
for their
countries
Terminal Place for Airport Cities
Transit area consuming
& place for living

1 Airports, a growing global arena for brands

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 2 JCDecaux, expert in the international
airport arena

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 Convergent in demographics
A growing proportion of women Well-balanced for age

< 35 years
old
32%
35 to 49
68%
years old

Over 50 years old

40% travel more than 9 times a year Early adopters of high-tech devices
78%
5 to 6 times 65%
per year
7 to 8 times 36%
per year

Laptop PDA/Smartphone Tablet

More than 9 times per year Device carried when travelling

2 The convergence of the international frequent flyer

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 Convergent in worth

Frequent flyers form a high value, influential

and cosmopolitan audience for both brands
and airports.

Affluent Their average income is at least 30%

above the average of the local population

Influential About 40% of all air passengers travel

on business

Passengers spend almost 3 hours

Captive per trip in major international airports

2 The convergence of the international frequent flyer

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 Convergent in brand experience

Emotions Desires Actions

The Universal Brand Experience

2 The convergence of the international frequent flyer

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 Unified by advertising

The Universal Brand Experience

Created through advertising

the common language of the International Frequent Flyers’ airport experience

Touchpoints to engage with

Emotions Desires Actions

2 The convergence of the international frequent flyer

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 3 The airport advertising arena:
engaging with travellers

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 A place of strong loyalties

86%
International airports are a “Airports
“Airports arearethe
showcase of the country
the
symbolic
ultimate gateways
theatre
toofalife.”
city.”
UK 70%

Singapore USA (Sir

(Olivier
Norman Jankovec
Foster,
98% 76%
Architect
Managing and Designer
Director ))
ACI Europe

Hong Kong Germany

95% 92%

London
LosHeathrow
Angeles
UAE 89%

3 The airport advertising arena: engaging with travellers

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 A place to surprise

85%
International Frequent Flyers
enjoy airport advertising

“ Without ads the airport would

be stark & boring ”
(F, USA)

Brussels

3 The airport advertising arena: engaging with travellers

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 A place to impress

67%
expect to see international brands

“ You feel it is a powerful brand ”

(M, UAE)

MilanNew
Malpensa
York
Dubai
JFK

3 The airport advertising arena: engaging with travellers

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 Advertising belongs in airports

91%
agree brands benefit from advertising
in airports

Top perceptions

London
Shanghai Heathrow
Paris
Pudong
CDG

3 The airport advertising arena: engaging with travellers

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 Enhanced brand perceptions
Airport advertising increases brands’…
International status
92%

Cosmopolitan
Prestige
feel
83% 89%

Modernity
Shanghai
Frankfurt
Bangalore
Dubai

84%

4 The airport advertising arena: engaging with travellers

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 Increased sales

84% Helps brands increase sales

“ You couldn’t buy it in the airport but afterwards I
had a look at the new Jaguar ” M, UK

“ With a cleverly chartered advertising route

through the airport, travelers are welcomed by
the Clarins ad and escorted all the way through
to the point of sale. Definitely a great success ”
Damien Tonneau, Clarins
Travel Retail Regional Director Asia Pacific

Bangkok
London Heathrow

3 The airport advertising arena: engaging with travellers

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 19
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 Going further

Digital Experiential Sponsored Services

Impact & Intimate Elevate & Entertain Function & Fun

“Airport advertising will catch “They are telling us to come “We are in a hurry at the airport.
your attention because a lot of and discover. They are raising So if at that time we get some
times they're interactive now curiosity about the brand.” sort of service it will create a
with the screens” (USA, F, 45) (UAE, M) lasting impression.” (UAE, M)

for more powerful brand engagement

4 The airport advertising arena: going further

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 Digital: impact & intimate

Impact

65%
Changes make digital stand out
Frankfurt

Intimate

83%
Want more interactive screens London Heathrow

4 The airport advertising arena: going further

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 Experiential: elevate & entertain

Elevate

82%
Want more activities,
services & distractions

Entertain

75%
Enjoy looking at exhibits Hong Dubai
Kong

4 The airport advertising arena: going further

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 Sponsored services: function & fun

Dubai
Function Frankfurt

77%Free Wi-Fi access

Fun

51%
TV (News, sport, weather, etc)

4 The airport advertising arena: going further

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 In conclusion

Airport advertising is the only medium forecast to double its audience

within the next 20 years

The airport arena creates a positive pre-disposition toward brand communications

Passengers believe advertising belongs within an airport

Advertising in airports bestows a brand with international status, prestige and power

Passengers express a desire for greater engagement with airport advertising

Airport advertising is the only medium able to deliver a powerful and memorable
universal brand experience across the globe

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 The Airport Advertising Arena
creating

The Universal Brand Experience

for

Global Brand Acceleration

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