PERU. World-leading outdoor advertising company JCDecaux has announced its subsidiary JCDecaux Peru has extended its partnership with Lima Airport Partners (LAP) at Jorge Chávez International Airport. The ten-year contract includes the advertising concession for the airport’s under-construction terminal, which is scheduled to launch in early 2025.
JCDecaux Peru has partnered LAP in the current terminal for the past nine years, providing communication platforms for local and international brands.
The advertising company will bring its new Airport Audience Measurement system to the Jorge Chávez Airport terminal, following its recent launch across Peru. It said it will also develop a programmatic offer that will ensure the inclusion of DOOH (Digital Out of Home) at the airport in brands’ omnichannel strategies, leveraging the power of the global online media market.
The terminal has been conceived as an ‘airport city’, the first of its kind in South America, with two runways, offices, hotels and a revamped retail offering.
The development will set new standards in terms of sustainability, according to JCDecaux, with an ambitious ESG vision around social and environmental initiatives. JCDecaux itself will contribute to this through the use of energy-saving technologies, including carbon footprint evaluation and recycling activities among a range of initiatives.
JCDecaux said it will continue to target passengers in the existing terminal with high-profile digital billboards at key customer touchpoints and networks that shadow the passenger journey, “enabling timely, relevant and targeted audience communication”.
Lima Airport Partners Chief Commercial Officer Norbert Onkelbach said: “We have full confidence in the quality and experience of JCDecaux to develop an innovative and digitised advertising platform in our new passenger terminal, which will contribute to our company purpose to offer our passengers and customers an exceptional experience throughout their time at the terminal.
“We are working closely with our key partners to turn the new Jorge Chávez into one of the most advanced airports in the region.”
JCDecaux Co-Chief Executive Officer Jean-Charles Decaux said: “We are delighted to have been chosen once again by Lima Airport Partners, continuing our successful partnership of almost ten years.
“This contract demonstrates our ability to deliver innovative advertising solutions and services, which will contribute to the passenger experience and offer optimal visibility for advertisers and their brands in a fast-growing hub in Latin America, which will surely set a new standard in the region.
“As the world’s number one in airport advertising, JCDecaux will leverage its expertise to ensure the success of this partnership.”
With a presence in 14 key cities across the country, JCDecaux Peru is the official outdoor advertising partner of the Lima Metro, 19 shopping malls (nine in Lima and ten in various regions of Peru) as well as 14 airports, including Jorge Chávez Airport. 
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This feature 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 of 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 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’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 |
