Transcript Document 7315688

Advertising Media Kit of
Hong Kong International Airport
(Provisional Version)
JCDecaux Transport
(Updated as on February 2009)
Hong Kong International Airport
in the World
Top 5 by International Passengers 2007
1st: London, GB (LHR)
4th: Frankfurt, DE (FRA)
3rd: Amsterdam, NL (AMS)
2nd: Paris, FR (CDG)
th:
5
5th busiest international airport
Reach 50% of the world’s population
connected within 5 hours flying time from
HK
Close to 90 airlines flying more than
150 destinations including around
40 cities in mainland China
Hong Kong, CN (HKG)
Source: Airport Council International (Last Update on July 2008)
The World’s Best Airport
 World’s Best Airport – UK
aviation research institution
Skytrax, 2001-2005, 20072008
Best Airport –
Travel trade
publisher TTG,
2002, 2004-2008
Best Airport in
China – Magazine
Business Traveller
China, 2006-2008
Best International
Airport – Travel trade
magazine Travel Weekly
(Asia) and Travel Weekly
China, 2007
 World’s Best Airport
among facilities
serving 40 million-plus
passengers – Airports
Council International
Airport Service Quality
Awards, 2006-2007
Hong Kong International Airport
in Asia
Ranking
1
2
3
4
5
Airport in Asia
Top 5 by
International Passengers 2007
Hong Kong, CN (HKG)
Singapore, SG (SIN)
Tokyo, JP (NRT)
Dubai, AE (DXB)
Bangkok, TH (BKK)
46.3m
35.2m
34.2m
33.5m
31.6m
 The busiest airport in Asia Pacific
 Hong Kong is recognized as a major hub in Asia
• a major gateway to / from China
Source: Airport Council International (Last Update on July 2008)
Air Passenger Traffic
Originating , 29%
Transfer &
Transit , 40%
Term inating ,
31%
Originating
Terminating
Transfer & Transit
Average Dwell time in HKIA : 2.74
Source: The Nielsen Company, Oct 2008*
HKIA Source, Dec 2007 – Nov 2008
hrs*
Arriving Passengers by Nationality
Visitor Arrival by Air by Nationality
A good mix of international and
Chinese travelers
Others, 3%
Caucasian, 29%
Mainland, 23%
Taiw an, 13%
Other Asian
Countries, 15%
Japan, 8% South Korea,
6%
Thailand, 3%
Caucasian
South Korea
Mainland
Other Asian Countries
Japan
Others
Source: Hong Kong Tourism Board, Aug 2007 – Jul 2008
Thailand
Taiw an
Passenger Profile
Gender
62% Male vs 38% Female
Average age
35
Proportion of PMEBs
56%
(Professionals, Managers, Executives
& Businessmen)
Purpose of trip : Airside Departing Passengers
41% Business vs 54% Leisure
Arriving Visitors
41% Business vs 56% Leisure
Source: The Nielsen Company, Oct 2008
Overview of
Hong Kong International Airport
Terminal 1
HKIA Tower
World Trade Centre
Terminal 2
Golf Course
Hong Kong
Skycity Marriott
Hotel
AsiaWorld-Expo
SkyPier
Map of Hong Kong International Airport
(HKIA)
7/F:
Landside: Departure
Check-in Area
6/F:
Departure Duty Free Area;
Airside: Immigration;
Shopping & Dining
Area
Departure Concourses
6/F:
Entertainment
Area; Food
Court
5/F:
Check-in &
Retail Area
5/F:
Landside: Arrival Greeting Hall
Airside: Arrival Concourses; Arrival
Customs, Baggage Reclaim Area
3/F:
Departure
Immigration;
Arrival
Couch
Lounge Area
Strengths of HKIA Advertising
Prime Location in the World
Major business and financial
centre
A hub in Asia & as the major
gateway to/from China
Centre point to approach elite air
passengers
Positive Feedback
68% passengers are aware of
HKIA ad
80% perceive HKIA ad as
impactful
67% prefer advertise at restricted
area
Source: Research on Ad Effectiveness at HKIA 2007, ACNielsen
High Traffic with Outstanding
Passenger Profile
Annual passengers throughput has
reached 48.6 million in 2008
A good mix of international and
Chinese travelers
Over 50% are professionals /
managers / business executives
Variety of Advertising Format
Good variety of advertising
formats to suit different advertising
purposes
Development on digital products
to meet market trend
Advertising Format in HKIA
– Lightbox Networks
 Lightbox Network
• Check-in 12-Sheet Network
• Baggage Reclaim Focus
Network
• All Arrival Frequency
Network
• All Departure Frequency
Network
• Total Journey Network
• Arrival Greeting Network
• Business Traveler Network
• T1 & T2 Connection Network
All Arrival Frequency Network
………and More
All Departure Network
Advertising Format in HKIA
– Lightbox Networks
 Lightbox Network
• Key Benefits
 Up to 100% coverage of
arriving and departing
passengers
Baggage Reclaim Focus Network
 Guarantee exposure due
to repetitive presence
Check-in 12-sheet Network
Advertising Format in HKIA
– Banner Networks
Estee Lauder – Check-in
Ceiling Banner Network
Chanel
Advertising Format in HKIA
– Banner Networks
 Premium
• Key Benefits
 Up to 100% coverage
of arriving and
departing passengers
Audemars Piguet – Arrival Central
Concourse Banner Network
 Various formats to suit
your needs
Allianz – Check-in
Banner Network
Advertising Format in HKIA –
Premium
Cathay Pacific - Exterior Billboard
Advertising Format in HKIA –
Premium
Prada – Bulkhead Column Mounted Lightbox
Advertising Format in HKIA –
Premium
Bvlgari - Column Lightbox
Advertising Format in HKIA –
Premium
HSBC - Lightbox on Glass Wall
Advertising Format in HKIA –
Premium
Allianz - Frontlit Billboard
Advertising Format in HKIA –
Premium
 Premium
• Key Benefits
 Giant in size offers
high visual impact
Estee Lauder – Primary Icon
 Effective brand
building tool
Tiffany – Secondary Icon & Lightbox on
Glass Balustrade
Advertising Format in HKIA
– Digital Media
UBS – Digital Business Network
Advertising Format in HKIA
– Digital Media
 Digital Media
• Key Benefits
 Innovated technology to
stimulate attention and
increase impact
 Multiple displays to
showcase range of new
product features
 Strategic locations to
capture quality
audiences
Chow Tai Fook – Digital Duty Free Network
Advertising Format in HKIA
– Motion and Interactive Media
Omega -Arrival LED TV with Lightbox
Advertising Format in HKIA
– Motion and Interactive Media
 Motion and Interactive
Media
• Key Benefits
 Innovative formats to
maximize advertising
creativity
Visa – Multimedia Wall
 Engage target
customers to enhance
effective communication
PolyU – Internet Lounge
Advertising Format in HKIA
– Exhibition Site
Clinique – Exhibition Site
Advertising Format in HKIA
– Exhibition Site
 Exhibition Site
• Key Benefits
 Effective two-way
communication can be
achieved by face-to-face
interaction
Marriott – Exhibition Site
 Strategic locations to
target customers
Lancome – Exhibition Site
Advertising Format in HKIA
– Specials
Cathay Pacific – Glass Lift Wrap
Advertising Format in HKIA
– Specials
Louis Vuitton – Giant Travelling Trunk
Display
RBS – Airbridge Interior Wrap
Advertising Format in HKIA
– Specials
Lancome – Binnacle Wrap
Samsung – TV Sponsorship
Advertising Format in HKIA
– Specials
HSBC – Wrap on Glass Balustrade
Visa – Poster on Wall
Advertising Format in HKIA
– Specials
Asia Miles – Wrap on Glass Balustrade
MasterCard – Baggage Trolley
Advertising Format in HKIA
– Specials
 Specials
• Key Benefits
 Impressive and acts as
alternatives to
traditional formats
 Stimulate brand
awareness
Global Sources
– Automatic People Mover Advertising
Advertising Format in HKIA
– New Innovative Formats
Mega Glass Balustrade Lightbox
Subject to final approval by Airport Authority
Mockup Photo
Advertising Format in HKIA
– New Innovative Formats
Interactive Floor Projection
Enlarged Lightbox at
Arrival Greeting Hall
Advertising Format in HKIA
– New Innovative Formats
Flagpole Network
Power Pole
2008 Outstanding Campaign
Showcase
Advertiser Brand:
Format:
Location:
American Express
3D Display and Carousel Wrap
Arrival Baggage Reclaim Area
2008 Outstanding Campaign
Showcase
Advertiser Brand:
Format:
Location:
American Express
Free Standing Lightbox, Column Banner, Digital Panels
Departure and Arrival Area
2008 Outstanding Campaign
Showcase
Advertiser Brand:
Format:
Location:
ESTEE LAUDER
Column Banner, Lightbox on Balustrade, Exterior Billboard and Multimedia Wall
Departure Check-in and Duty Free Area, Main Road to the Airport
The JCDecaux Group
 No.1 worldwide for
street furniture
advertising
No. 1 worldwide in
transport advertising
No. 1 worldwide for
airport advertising with
concessions in 141
airports
1st in Asia airport
advertising – 7 airports
Thank You
For inquiries, please contact
JCDecaux Transport - Airport Advertising Team
Tel : (852) 2111 0111 / (852) 2862 7240
Fax: (852) 2110 1407
Email: [email protected]