UAE. Dubai Duty Free, Dubai Airports and JCDecaux announced today a pioneering partnership introducing a new ‘Drive-to-Store, data-driven’ advertising offer at Dubai International, beginning 1 January 2018.
The partners claim that this is the first such collaboration between an airport authority, advertising concessionaire and travel retailer. It offers a new advertising value proposition to the market, they said.
JCDecaux Dicon (the advertising company’s Middle East business) currently manages advertising assets strategically located along the passenger journey at Dubai International. Under the new agreement it will join forces with Dubai Duty Free to operate part of the retailer’s own existing digital assets located in-store.
This “unprecedented” collaboration aims at building a new eco-system based on advertising, airport and travel retail data to deliver an optimised advertising scheduling system and boost campaign efficiency, the partners said.
Data is currently changing the selling process and has become a key element in defining the value of the media proposition, they commented. “Advertising messages are much more efficient when customised and targeted. JCDecaux will offer brands the opportunity to use ‘Dynamic Content Solutions’ on this network, which allows them to adapt their artwork to a specific data feed (retail data, language, time of the day, flight destination) in order to provide relevant content,” the three companies said in a joint statement.
The Drive-to-Store advertising platform will enhance the impact and the efficiency of the existing media proposition at Dubai International, the parties added. Through a new data eco-system, the right advertising message will be displayed at the right time, in the right location to the right audience.
Explaining the background to the deal, Dubai Duty Free Executive Vice Chairman and CEO Colm McLoughlin told The Moodie Davitt Report: “JCDecaux have had a contract at the airport for several years to do visual advertising. We have our own Dubai Duty Free screens placed in various places, both inside the retail outlets and on corridors leading to them. It just seemed to make sense [to strike this agreement]. JCDecaux are expert at it, they know the rates they can charge and the income they can generate, so we have been in discussions with them and with the airport for some time about trying to do it jointly. We’re pleased to have reached an agreement.
“We have 15-second slots on our screens at the moment; we rotate a screen with nine different slots, one following the other. That will continue. It will be a combination of our suppliers and Dubai Duty Free itself – we will use some of the space available to promote our prize draws and special offers. We see it as very positive for Dubai Duty Free.”
Commenting on the business model, McLoughlin said: “JCDecaux will manage the advertising; they’ll have their agreed commission and the remaining fare will be shared between us and Dubai Airports. We think from a revenue point of view it will be better for us than it is now. JCDecaux are in many airports around the world; they’re a €3.4 billion company; they employ over 13,000 people, so they know how to do it.”
In an official statement McLoughlin said: “Dubai Duty Free is extremely happy to partner with JCDecaux and Dubai Airports to offer the brands a great way to reach the millions of passengers using Dubai International. JCDecaux is the global leader in transport advertising and is present in more than 220 airports. I have no doubt that their extensive experience will benefit all three partners and will be very good for Dubai Airports and Dubai Duty Free.”
Dubai Airports CEO Paul Griffiths said: “We are very pleased to have extended our advertising agreement with JCDecaux, to join forces with Dubai Duty Free, and together create a compelling platform for global brands to position themselves at the heart of the world’s busiest crossroads. I look forward to the creativity and impact which this partnership will deliver.”
JCDecaux Co-CEO Jean-Charles Decaux said: “We are very proud of this strategic partnership with Dubai Airports and Dubai Duty Free. This collaboration will be enhanced with the creation of a strong data-driven ecosystem, allowing us to offer an unprecedented value proposition to brands in the heart of Dubai Duty Free.
“Bringing innovation at the very heart of our offers, we work hard to make Dubai International a technological showcase for the greatest benefit of Dubai Airports, Dubai Duty Free, passengers, and our clients.”