SOUTH KOREA. Pernod Ricard Global Travel Retail (GTR) has become the first brand to showcase 3D Digital Out of Home (DOOH) media at Incheon International Airport.
The 3D campaign, running until the end of the month, stands 27m tall on the LED display in Terminal 1 departures area.
The visuals immerse travellers into the floral universe of the recently unveiled travel retail-exclusive Royal Salute 21 Year Old Richard Quinn Edition II.
Pernod Ricard GTR partnered with independent agency OPR media Asia to create the 3D content exclusively for Incheon. This showcases the company’s commitment to connecting with travellers through bespoke media formats that have maximum impact.
The installation aims to engage travellers at all touchpoints on their journey by employing a comprehensive omnichannel approach.
Pernod Ricard GTR Traveller Engagement Director Katie Gee commented: “We are delighted with the content and execution of DOOH media at Seoul Incheon Airport created by our brand partners. The revolutionary 3D format helps amplify our products and activations and allows us to cut through the noise of the multitude of stimuli in the airport space.
“This phenomenal installation aligns with the exceptional creativity and innovation associated with the Royal Salute brand and long-standing brand collaborator, British fashion designer Ricard Quinn.
“Travellers remain at the heart of everything we do, and we continually strive to engage and excite them in every way we can. We know that airport OOH media remains one of the top touchpoints for travellers and we are excited to continue to push creativity in media for future global campaigns across key airport hubs in the coming months.”
OPR media Asia Vice President Mathias Ogier added: “As an independent outdoor media agency specialising in travel retail, OPR media Asia’s objective is to enhance Pernod Ricard’s global Out of Home experience at airports by integrating cutting-edge technologies, combined with high creativity.
“The ultimate aim is to captivate viewers’ attention and ensure the lasting impact of the campaign. Innovations such as 3D OOH on large screens are key to increasing the impact of campaigns on the audience.
“According to the study Neuroscience: Redefining Human Engagement, 3D or anamorphic creatives increase viewers’ attention by 15% compared to 2D creatives.” ✈
This features forms part of our new 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 home page 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, 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. Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with riveting impact. We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space. * Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |