UK. JCDecaux Airport has completely redeveloped the advertising portfolio for Heathrow Rail, which connects Heathrow Airport with central London.
The portfolio refresh has resulted in a now predominantly digital offering. New additions include 58 strategically-located LCD screens, beacon screens on the approach to Terminal 5 and the immersive Heathrow Rail Walkway, which has 14 digital screens and the capability for a full wall wrap.
JCDecaux Airport Managing Director Alan Sullivan said: “The Heathrow Rail proposition has always been one of the jewels in the airport’s crown. With the opening of the Elizabeth Line, it is only going to increase in value and significance. The time was right to completely refresh and redefine the media proposition enabling advertisers to further enhance passengers’ experience at a key touchpoint in their journey.”
Heathrow Rail currently engages with the 6.3 million passengers that travel annually on the Heathrow Express train, which connects the airport with Paddington Station in central London. This number is likely to increase in 2020 with the opening of the Elizabeth Line, which will connect the airport directly with other central London destinations.
Visa, VMware, Tom Ford, Chopard and Rémy Martin have already signed up to engage with this audience. Visa, as one of the biggest investors, has booked a range that includes a 19m x 3m curved panorama site on the route from the rail station to Terminal 2 and 3.
The audience that is likely to be engaged by these companies is one of the most business-focussed in the UK’s out-of-home environment, JCDecaux said. More than two-thirds of Heathrow Rail users are AB demographic, while half of all Heathrow Express passengers are flying for business purposes.
Heathrow Airport Retail Director Fraser Brown commented: “We have worked closely with JCDecaux throughout the redevelopment of the Heathrow Rail advertising portfolio, and we are delighted to see this premium opportunity go live. Heathrow is a sought-after environment for advertisers, and we hope this redevelopment expands the offering for brands to communicate with our passengers.”
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