UK. Out-of-Home media specialist EYE has announced the introduction of Jaguar’s new XJ campaign on its ‘Digital Eyelite’ network at Gatwick Airport.
The digital campaign, which is visible at multiple points across the departures journey, culminates in a large wall wrap just before passengers board their flights.
Mindshare Account Manager Jeremy Taylor said: “The airport audience is an important channel choice for Jaguar. With plenty of waiting time before they board their flights, it’s a great opportunity to reach out to a captive audience.”
“We have created a bespoke strap line which reflects the mindset of the passengers as well as representing the Jaguar luxury XJ brand and driving experience.”
 |
The Jaguar XJ campaign is visible on multiple impact points across the departures journey |
A recent Kuoni survey into holidaymaker behaviour suggests that time-poor consumers will often postpone discussions on big-ticket items such as cars until they go away on holiday.
EYE’s own research has found that 77% of Gatwick passengers agree that they are open to finding out about new products or services while waiting for their flight and 97% will arrive at the airport early to avoid getting stressed at check-in, creating an opportunity for brands to reach a receptive audience during a high dwell-time opportunity.
EYE Agency Sales Manager Becky Clegg added: “EYE is pleased to introduce Jaguar to our Gatwick flyers. With a fantastic looking creative, the campaign complements the airport environment perfectly. With 81% of Gatwick’s audience being affluent ABC1s and 71% of them UK-resident, Jaguar’s campaign is perfectly placed to reach a receptive target audience.”
“Due to the combination of an affluent audience in an open, positive mindset and well-chosen media locations, airport advertising successfully drives footfall for retail brands including motor manufacturers,” said EYE.
