SINGAPORE. JCDecaux Singapore has introduced a “landmark” digital duty free totem advertising site at Singapore Changi Airport Terminal 2.

JCDecaux said the L-shaped, floor-to-ceiling, high-definition LED displays are a first for the airport.

Clé de Peau Beauté and Shiseido are the first two brands to use the platform for La Crème, Kajal InkArtist and VisionAiry Gel Lipstick campaigns.

A first for Singapore Changi Airport: JCDecaux launches its digital duty free totem advertising system.

JCDecaux said the totems’ proximity to the duty free stores will aid brands targeting travellers in the area.

“With Terminal 2 being the gateway to Southeast Asia, and welcoming 34% of travellers in Changi Airport, the new platform will allow brands to reach out to the highest proportion of travellers at the airport,” the advertising company said.

The 3m x 4m pillars are placed along the main passenger walking route and next to duty free stores. High-definition LED screens on the totems have a 2.5mm pixel pitch resolution to deliver visuals to passengers approaching from different directions.

“We have long anticipated the arrival of these digital duty free totems to augment JCDecaux’s integrated solutions as we believe that this will garner high awareness for advertisers.”

JCDecaux Managing Director Evlyn Yang said: “We are happy to create another key touchpoint for brands to explore innovative possibilities as part of an integrated suite of solutions to communicate with travellers along their airport journey.

“It is especially important for brands to leverage the high traffic at the airport, as a survey we conducted earlier this year revealed that seven out of ten travellers at Changi Airport spend their time shopping or browsing.

“We have long anticipated the arrival of these totems to augment JCDecaux’s integrated solutions as we believe that this will garner high awareness for advertisers, starting with prestigious beauty brands, Shiseido and Clé de Peau Beauté, which have come on board for the launch.”

Shiseido says the new LED totems offer a great opportunity to reach out to shoppers.

Changi Airport Group Senior Vice President Teo Chew Hoon commented: “The new digital duty free totems at Terminal 2 are an integral part of the Changi Experience as travellers enjoy the duty free retail area. We are pleased to reach out to travellers along their airport journey and offer brands another premium channel with dynamic content that engages and entertains.”

Shiseido Travel Retail Global Media & Digital Manager Tan Shi Ling added: “We are delighted to be partnering JCDecaux to innovatively showcase our brand to travellers. This new LED display provides an excellent opportunity to reach out to travellers who are indulging in the shopping atmosphere, offering us a novel opportunity to tell the Shiseido’s brand story in an immersive way.”

Footnote: In early 2019, The Moodie Davitt Report is launching a new monthly e-Zine, Sight Lines – The Amazing World of Airport Advertising, in which we will profile advertising and communication initiatives across world airports. Each issue will build to a very special culmination later in the year. For details contact Irene Revilla at

Footnote 2: Entries are now being invited for The Moodies, the sixth edition of the prestigious annual awards that spotlight digital, social media and marketing excellence across the airport and travel retail sectors.

The awards embrace airports overall, and sub-sectors such as travel retail food & beverage and advertising, as well as the wider travel retail sector. Entry is by submissions from the industry.

This year The Moodies feature a number of new categories, each designed to showcase the best of the evolving digital, social and marketing landscape, these include:

  • Best In Data & Analytics
  • Best KOL-Led Campaign
  • Best Use of Real-Time/Geolocation
  • Best Agency
  • Best Tactical Advertising Campaign
  • Best Branding Advertising Campaign
  • Best Native Campaign
  • Best Launch/Relaunch
  • Best Use of WeChat
  • Best Employee Engagement
  • Best CSR or Cause Advocacy

Click here for full details.