THE NETHERLANDS. Schiphol Media and advertising agency DCVF hosted a seminar dedicated to travel retail on 6 March in Amsterdam.
Titled Blurring Lines, the event highlighted the ‘dynamic intersection between retail, media and brands’.
Schiphol Media is the advertising arm of Amsterdam Airport Schiphol, offering traditional and tailor-made advertising solutions at and around several airports in the Netherlands.
Amsterdam-based DCVF is a creative agency, specialising in influencing target groups through behavioural knowledge. The company has more than 12 years of experience in travel retail.
The seminar featured keynote speakers including Capgemini Strategic Partner Manager Esmee van de Giessen; Retail Strategist Rupert Parker Brady; Albert Heijn Retail Media Director Sales & Marketing Bas Komen; and Corendon Director of Brand, Media & Partnerships Dick Gussen.
Among the key messages in the seminar was that “the boundaries between travel retail, digital media and brand communication are blurring”.
Speakers also emphasised the need for integrated thinking and the importance of collaboration in travel retail.
DCVF Client Services Director Martijn Nillesen said: “If airlines, airports, brands, digital parties and retailers collaborate, then only we can provide travellers with a seamless experience. Otherwise, we will only confuse them and create stress instead of relieving it.”
Schiphol Media Director Maarten van Maaren added: “By having valuable data, the effectiveness of airport media in the customer journey becomes obvious now. If we use that momentum and view the traveller experience as a joint effort, we can make even bigger steps. But we must do it together.”
Co-organised by Schiphol Media and DCVF, Blurring Lines is designed to be an inspirational seminar for professionals in travel retail, digital media and brand communication, aiming to address the need for collaborative thinking. ✈
