UK. JCDecaux Airport UK and Heathrow Airport have set out the major advertising opportunities which will be available in the hub’s new Terminal 2, also explaining how it has been designed with both advertising and retail in mind.
The facility, officially called Terminal 2: The Queen’s Terminal, will open on 4 June 2014, covering 180,000sq m and catering to 16 million passengers initially (later rising to 20 million). It will have 10,700sq m of commercial space, including 52 retail and 17 food & beverage outlets.
At a media launch in London earlier this week – attended by The Moodie Report – senior management from Heathrow Airport and JCDecaux pitched the opportunities to prospective advertisers.
They were joined by the terminal’s architect Luis Vidal, who provided insights into the design of the terminal and how it could impact the spending habits of travellers. He described airport terminals as “cathedrals of the 21st century”.
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Architect Luis Vidal wants to put passengers in the mood for shopping in the new terminal |
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Detailing the traveller’s experience, Vidal said: “The passenger’s anxiety is at the highest when they are at home and leave to go to the airport. It then drops a little bit when they get their boarding card or check in their bag.
“Then the anxiety is further reduced when they get through security and absolutely reduced to the lowest level when the passenger has located their boarding gate. And that’s when they are ready to put their hands into their pockets and release their wallets.
“And that’s what we’ve had in mind all the way through this design. We’ve made sure the passenger can locate their boarding gate very quickly and will be in an ambience and space which will have lots of retail. They will be able to have that moment to enjoy that space and be willing and ready to spend.”
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Architect Luis Vidal describes the ideal passenger journey |
Having established the environment which was being created, as well as explaining the design in more detail, he was followed by speakers from JCDecaux and Heathrow, who set out some of the advertising opportunities.
Among the major locations highlighted were two T2 Digital Towers at the front of the terminal, which will reach 100% of the departing audience, and T2 GrandView – a three-sided exterior structure towering over the main entrance roads to the terminal.
Other high-profile locations will include the Global Gateways, which will again target 100% of departing passengers, and the Couture Towers, which will reach affluent passengers in the retail areas. Meanwhile, Baggage Hall Domination will offer a network of six large-format sites dominating Baggage Reclaim. There will also be two zones for experiential opportunities within the check-in area in Terminal 2.
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Among the advertising opportunities will be the T2 Digital Towers (above) at the front of the terminal and the Couture Towers on lift shafts (below) |
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Heathrow Airport Head of Advertising, Sponsorship and Expo Nick Webb added: “Terminal 2 is a physical manifestation of [Heathrow Airport’s slogan] ‘Making every journey better’. It has been designed to deliver a better passenger experience and a more efficient infrastructure for our airline customers. Like Terminal 5, it has been built with media integrated into the fabric and design.”
In recent months Heathrow Airport has been gradually revealing the retail and F&B line-up for Terminal 2 where, as with the rest of the airport, World Duty Free will have the core concessions.
Retailers already confirmed for the terminal include Dixons, Excess Baggage, Case Luggage and John Lewis, which will make its airport debut with a 3,600sq ft shop stocking the best of home, fashion, gifting and seasonal ranges.
The terminal will also be home to Caffè Nero, YO! Sushi, EAT and Wondertree, an all-day casual dining concept covering over 5,000sq ft with 210 covers and views of the airfield. More commercial tenants are expected to be announced soon.
Heathrow Airport claims to have had an average of five proposals per unit in the new terminal, surpassing the tender process for Terminal 5. Based on the behaviour of passengers in the terminal they currently depart from, 73% of passengers in the new terminal are expected to buy something airside, with 49% predicted to make a purchase in a food or beverage outlet.
Meanwhile, it is expected that 21% will make a purchase from an airside specialist shop, while 20% will buy something from one of the World Duty Free stores.
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YO! Sushi and Dixons will have some of the prized commercial space in Terminal 2 |
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Heathrow Airport Retail Service Director Max Vialou-Clark said: “Whoever the traveller is, we want to get it right. For those coming to the UK, we are an introduction to the UK. For those passing through, we’re an impression of the UK. For those departing – a last look around – and for those returning, we’re a welcome home.
“We compete for your brand money and we compete not just in the UK and Europe, but around the world. It’s a battle we relish.
“In one location, we can provide the right experience and you [the brands] can reach a breath-taking array of customers.”
For more information on JCDecaux’s plans for Heathrow Airport Terminal 2: The Queen’s Terminal, visit terminal2.jcdecauxairport.co.uk.
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Heathrow Airport Retail Service Director Max Vialou-Clark (above) and Head of Advertising, Sponsorship and Expo Nick Webb |
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