Our regular feature, brought to you in association with Duty Free Global from Ireland, celebrates memorable scenes, moments, launches and campaigns related to the global aviation and travel retail sphere.
CHINA. Today we offer a singular but standout image. It comes from JCDecaux Joint Venture General Manager Yoann El Jaouhari, who shared this striking Out of Home media execution – a campaign that literally reaches new heights – on LinkedIn
At Shanghai Hongqiao Private Jet Terminal, Italian luxury house Prada has transformed the terminal roof into a giant 4,000sq m branding canvas.
The installation, equivalent in size to around 50 badminton courts, stars Chinese supermodel Liu Wen and forms part of Prada’s latest high-impact OOH campaign. It was delivered by SAMDecaux in Shanghai, the joint venture between Shanghai Airport Authority, JCDecaux, Pearl & Dean and Shanghai Momentum.
The campaign reflects the increasing appetite among luxury brands for larger-than-life storytelling in China with airports emerging as powerful stages for high-impact brand visibility.
As El Jaouhari noted: “When the sky is your limit, you come to us – and we make your wildest ideas fly.”
