INTERNATIONAL. Welcome to 2019’s final edition of Sight Lines, the burgeoning title from The Moodie Davitt Report dedicated to airport advertising and communication.

Click the image above to read the new issue of Sight Lines

It is fitting in a year that has seen so many landmark moments for Chinese aviation that there is a very Chinese focus to this final issue of the year.

Front and centre of developments in China this year and this issue of Sight Lines is the extraordinary Beijing Daxing International Airport, which celebrated its official inauguration in late September. In our popular Sites of Wonder column we take a first look at some of the impressive advertising installations in this astonishing architectural masterpiece.

The airport is still “a key touchpoint” for Shiseido’s advertising, but the beauty company is now engaging with travellers throughout their journey

This issue also hears from Shiseido Travel Retail Vice President of Marketing & Innovation Elisabeth Jouguelet, who explains how the beauty company has transformed its airport marketing strategy in recent years. Jouguelet talks specifically about how Shiseido has partnered with Ctrip and KOLs to engage with Chinese travellers at several touchpoints long before they even reach the airport.

Elsewhere in this issue, Mark Lane speaks to representatives from three different continents in an intriguing piece analysing how stakeholders are best harnessing data in the world of airport advertising.

“Because Grand Cru was about a new occasion and whisky, this was to drive further appeal for both men and women that may not even necessarily be into whisky,” William Grant & Sons Global Travel Retail Head of Marketing Manjot Riyait says in our feature

We also stop off in Singapore and speak to William Grant & Sons about the spirits company’s bold aim of reaching 3.6 million passengers at Changi Airport through its communications for the launch of ultra-premium single malt whisky Glenfiddich Grand Cru.

As we close out our first year of publishing Sight Lines, we hope that you have enjoyed our exploration of the fascinating evolution of airport advertising and communications. We look forward to continuing the story in 2020.

NOTE: If you would like to take part in Sight Lines, please contact Martin Moodie ( and Liam Coleman ( for editorial and Irene Revilla for advertising and sponsorship (