HONG KONG. Advertising group JCDecaux Pearl & Dean has welcomed what it describes as the “hottest response” from advertisers regarding the new interactive promotion zone at Hong Kong International Airport (HKIA).
As reported JCDecaux Pearl & Dean had its exclusive advertising contract at HKIA extended for ten years earlier this year.
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| How brands are being brought to life at Hong Kong International Airport through interactivity or ‘experiential marketing’ : (Clockwise from top left) Citibank, Sony, OTO and Star & Rose | |
The new interactive promotion zone is one of the designated “passenger service enhancement projects” at the airport. Located in the check-in-hall, the zone is composed of 10 cabins and faces retail and catering areas.
“Interactivity or experiential marketing is the new global trend for advertising,” said JCDecaux Pearl & Dean General Manager Teresa Fung.
“With the support of Airport Authority Hong Kong, this unprecedented interactive promotion zone is introduced into the market. In fulfilling the sophisticated market demand for made-to-measure promotions, advertisers now have a more direct medium to reach their targeted audiences and provide the best-fit products or services to them,”
Airport Authority Hong Kong Assistant General Manager – Marketing & Business Development, Retail & Advertising Business, Christina Cheng, commented: “Departing passengers, well-wishers and local residents could enjoy the varieties of services in the airport, ranging from product promotions to direct customer relationship services and a leisure corner.”
“As an advertiser, we are delighted to have this new promotion zone. It’s certainly a strategic location which allows us exclusive areas to effectively serve our customers,” said Maggie Yung, Country Marketing Director of Citibank Global Consumer Group.
The new interactive promotion zone has received good responses from advertisers, including Citibank, DBS Bank, Sony, The Hong Kong Polytechnic University, Export Promotion, Art Gallery, ABN AMRO Bank, OTO, OSIM, Star & Rose and Kilara.
Background Information on JCDecaux Pearl & Dean:
JCDecaux Pearl & Dean, a subsidiary of France’s JCDecaux Group, manages the Hong Kong International Airport Advertising concession, the Macau International Airport concession, the MTR advertising concession and a number of other outdoor advertising projects.
The group is the world leader in airport advertising with 153 airports and more than 300 transport contracts in metros, buses, trains and tramways.
RELATED STORIES ON JCDECAUX AND ON HONG KONG INTERNATIONAL AIRPORT
Advertising the main trunk line at Hong Kong International – 20/01/06
BAA awards £500 million media sales concession to JCDecaux after tough tendering process – 23/05/06
