AUSTRALIA. JCDecaux has secured a new six-year advertising concession with Perth Airport after a competitive tender process.
The new contract, which starts in August 2023, will cover the installation of new and upgraded digital assets and programmatic trading across all Perth Airport digital inventory.
Commenting on this continued partnership, JCDecaux Australia Chief Operating Officer Andrew Hines said: “Perth Airport and JCDecaux have been in partnership for many years. This tender win comes at a time when air travel is enjoying a strong resurgence and brands are rediscovering the benefits of reaching this valuable and highly engaged travel audience. JCDecaux is perfectly placed to continue to deliver exceptional outcomes for Perth Airport including the ability to trade programmatically across all digital assets.”
Perth Airport Acting CEO Kate Holsgrove said that as Western Australia continues to reconnect with the world, the airport serves as a platform for brands to reach a “vibrant and engaged audience.”
Holsgrove said: “Our core international and domestic markets are recovering quickly, and we are working closely with government, tourism, and industry so we are well-positioned to continue attracting new airlines and routes.”
She added: “With more than 95% of visitors to Western Australia arriving by air, Perth Airport is uniquely placed to connect brands with multiple high-value segments, and we look forward to working with JCDecaux to realise this potential.”
Under the new contract, JCDecaux will introduce new small and large-format digital signage, and existing assets will be refreshed across a variety of sites at Perth Airport’s airport terminals, retail centres and road network.
Perth Airport’s estate-wide advertising concession launch was announced in October last year. As reported, the company said that it was seeking a partner which can deliver “a high-quality, innovative, and commercially-strong advertising portfolio.”
Perth joins Sydney, Auckland, Christchurch and Queenstown as part of JCDecaux airport portfolio, which, combined, reaches over 87 million passengers each year in the region.
The new contract connects advertisers and media buyers to advertising inventory via VIOOH, the leading premium global digital out-of-home supply-side platform.
JCDecaux said that brands will be able to reach new and relevant audience segments, which can be measured with its proprietary Airport Audience Measurement (AAM) system.
 This short 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, writes Martin Moodie. 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 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 |
