UK. JCDecaux Airport has launched its first experiential campaign with Beats by Dr. Dre at Heathrow Airport.
The promotion, which was launched today (23 November) in Terminal 5 Departures, includes large digital screens, an interactive demonstration counter and product display showcasing Beats by Dr. Dre’s wireless headphones and speakers. The campaign will run for two months.
Brand ambassadors will encourage passengers to test products and Beats will retail directly from the stand to encourage instant purchases and to drive sales uplift.
JCDecaux Airport Managing Director Alan Sullivan said: “Technology brands are a natural fit with airport advertising. Utilising Heathrow’s bespoke experiential space, ideally situated in a high footfall area, is a fantastic way for Beats to capitalise on the high dwell times, encouraging passenger interaction and driving sales, especially around the Christmas period.”
According to JCDeacaux Airport, £75million (US$93 million) was spent on technology products at Heathrow Airport in 2015.
“The interactive experiential stand gives Beats the valuable opportunity to get products in the hands of their audience, and most importantly convert browsers into buyers,” the company stated.
The campaign was booked through JCDecaux Airport by Dentsu Aegis.
