GERMANY. Chanel has unveiled a high-profile digital out-of-home advertising campaign at Munich Airport to coincide with the ambitious Europe-wide launch of new fragrance Gabrielle Chanel.

The new Gabrielle Chanel fragrance pays homage to the house’s founder Gabrielle ‘Coco’ Chanel.

The French fragrance-to-fashion house’s campaign uses a digital media façade and five branded columns with LED backlighting in the post-security area in Terminal 2. The columns have been redesigned for Chanel and are arranged to catch the eye of travellers in the MyDutyFree (the airport’s in-house retail brand) area.

The campaign is supported by daily promotional activities that are running until the end of October.

Brand allure: The advertising columns create a high-impact platform for Chanel’s big new launch

The centrepiece of Chanel’s international Gabrielle campaign is a 30-second film with actress and brand ambassador Kristen Stewart. The commercial, directed by Ringan Ledwidge, can be seen on the central media façade directly next to the entrance in the duty free area of the Plaza Mitte.

The digital area comprises nine 46-inch screens embracing a total surface of 3080 x 1740 mm.

“As the only five-star airport in Europe, we offer brands like Chanel an attractive premium environment and unique opportunities for placement that create high visibility and awareness,” said Munich Airport Head of Marketing, Advertising and Media Martin Korosec.

“We have developed a premium digital out-of-home concept for our new customer that is exactly tailored to Chanel’s needs: It not only sets new standards for outdoor advertising but also addresses the target group directly at the relevant touchpoints.”

Top touchpoints: Munich Airport’s in-house travel retailer MyDutyFree is giving high visibility to the launch