Welcome to the second edition of Sight Lines – the publication dedicated to the burgeoning world of airport advertising and communications.
This issue features a range of rich, fascinating content that embraces exciting installations, heavyweight insights from top executives, and key sector developments from around the globe.
“We have to be very focused, and at the same time very forward-looking, to make sure that if there is disruption in our industry, we are the disrupter,” says JCDecaux co-CEO Jean-Charles Decaux in part two of our compellingly in-depth interview with the most influential figure in the global OOH sector. You can read part one in the first issue of Sight Lines.
Our cover story interview with Brendon Cook, founder and CEO of Australian advertising sector powerhouse oOh!media, evokes a similarly determined commitment to engaging with audiences throughout the customer journey in increasingly innovative fashion.
There’s plenty more inside this issue. Find out why and how Mars Wrigley is embracing the airport advertising channel to complement its in-store activities. Discover the compelling ways in which Frankfurt and Incheon International Airport are conveying brand messages to their large consumer bases. And marvel, as we did, at luxury Swiss watch house IWC Schaffhausen’s ambitiously brilliant ‘Silver Spitfire – The Longest Flight’ pop-up at Heathrow Airport, a dazzling example of the sheer power of airport communications.
The IWC Schaffhausen case study underlines the fact that airport brand communications are not limited to classical advertising. Increasingly the world’s most powerful beauty, liquor, confectionery, fashion and luxury brands, in particular, are implementing major pan-airport campaigns embracing in-store and concourse media, VR technology, pop-ups and various forms of consumer engagement. To reflect that trend, Sight Lines introduces Engage, a new section dedicated to the world’s biggest, most vibrant, multi-dimensional airport campaigns.
With case studies, analysis and profiles from LAX to Incheon, we’ve got all bases covered as we bring you an essential barometer of the best in airport advertising and communications. Welcome again to Sight Lines.
NOTE TO AIRPORT OPERATORS: If you would like to take part in Sight Lines, please contact Martin Moodie for editorial (Martin@MoodieDavittReport.com) and Irene Revilla for advertising and sponsorship (Irene@MoodieDavittReport.com).
The Moodie Davitt Report is the only international business intelligence service and industry media to cover all airport consumer services, revenue generating and otherwise.
We embrace all airport non-aeronautical revenues, including duty free, food and beverage, property, passenger lounges, car parking, hotels, hospital and other medical facilities, the internet, advertising and related revenue streams.
Please send relevant material, including images, to Martin Moodie at Martin@MoodieDavittReport.com for instant, quality global coverage.
