CHINA. JCDecaux China has won the exclusive advertising contract for Shenzhen Bao’an International Airport, following a tender.
JCDecaux said this latest airport contract ensures a strong presence in the Guangdong-Hong Kong-Macau Greater Bay Area, which it describes as one of the most dynamic regions in the world, home to more than 86 million inhabitants.
Effective from 1 February, the contract will initially involve around 400 existing media assets. JCDecaux has pledged to invest in new giant digital screens, data and software as part of its role in the airport’s digital transformation.
“This digital media turnaround will enable the attraction of new advertisers at the airport, in search of qualitative and efficient media assets,” the company noted.
JCDecaux said it aims to offer passengers “an enhanced audience experience displaying the right advertisement message in the right place, at the right time”.
In line with its own and the airport company’s ESG pillars, the advertising specialist said sustainability and safety will be strong focuses of the concession, with clear objectives for green energy, recyclable materials and waste management.
JCDecaux Co-Chief Executive Officer Jean-Charles Decaux said: “As the global airport passenger traffic recovers, close to its 2019 levels, with a strong domestic growth in China (+272% in November 2023 compared to November 2022) and above its pre-COVID level (+112.6% in Q3 2023 vs Q3 2019), we are delighted to have been chosen for the first time by Shenzhen Bao’an International Airport.
“We deeply thank our future partner for its confidence and look forward to rolling out premium digital displays to enhance the passenger experience and maximise visibility for advertisers and their brands. We are very proud to be part of the continuous evolution of this iconic airport, and to contribute to its environmental transition through our ESG initiatives.
“To ensure the success of this new collaboration, we will leverage our international expertise and local approach combined with our commitment to quality, design and efficiency that made us a leading partner for the biggest airports in the world and in China.”
A statement from Shenzhen Bao’an International Airport said: “We are very pleased to reach a long-term strategic cooperation with JCDecaux. JCDecaux has rich experience in the operation and management of airport advertising resources in China and around the world.
“The cooperation between the two parties will contribute to promote Shenzhen Airport’s media environment as international, modern and intelligent. At the same time, it will also help Shenzhen Airport to create a high-quality media art space, to elevate customer experience and brands’ influence.”
JCDecaux has held the advertising contract for Hong Kong International Airport in China since its opening in 1998 and entered the Mainland in 2005 with the Shanghai airport advertising concessions for both Hongqiao and Pudong.
Since then, it has added Beijing Capital, Beijing Daxing, Chengdu Shuangliu, Chengdu Tianfu, Chongqing Jiangbei and Macau airports to its advertising portfolio. 
 This feature forms part of our Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the homepage drop-down menu under ‘Other Revenues’. Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions and ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airport companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We devote extensive coverage to this once again burgeoning sector and have more plans in store. To borrow from both journalistic and advertising parlance, watch this space. * Please send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
