advertising at hong kong - jcdecaux-transport

PICTURE HERE

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


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


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


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


Media Offer 2012 38

U-tie

Creates an elevated brand and audience interaction


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:


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:


Food Court, Entertainment

Zones, Retail Shops

Level 5:


Check-in Hall, Retail Shops

Level 3:


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


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


Cebu Pacific Air

China 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


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 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

http://elitechoice.org/2010/10/16/folks-at-burberry-dismiss-rumours-of-takeover/burberry_logo2/

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: [email protected]

Website: www.jcdecaux-transport.com.hk/hkairport.html

advertising at hong kong - jcdecaux-transport

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