The JCDecaux UK division of global out-of-home advertising specialist JCDecaux Group has launched a new digital signage advertising facility at London’s Heathrow Airport to welcome back VIP passengers following the easing of Covid-19 restrictions.
The signs went live on 15 July, ahead of England’s so-called ‘Freedom Day’ on 19 July when many Covid-19 measures that had been in place for more than 12 months were dropped, allowing people to get back to a more normal way of life.
The relaxation of rules meant people were once again able to travel internationally and in preparation for an inevitable spike in passenger numbers, Heathrow Airport linked up with JCDecaux on a special project targeted at VIP travellers.
The new Heathrow VIP site features a range of 75-inch and 86-inch screens, allowing brands to connect and interact with VIP customers passing through the exclusive VIP terminal at the airport.
Heathrow VIP is made up of two suites – The Windsor Suite and The Royal Suite – both of which now feature JCDecaux’s premium screens located within them, enabling brands to reach out to departing and arriving passengers.
“As we see a strong return to international travel, what better time to launch our new iVision screens at Heathrow VIP,” Heathrow Airport’s retail director Fraser Brown said. “This is generally a hard to reach, affluent and robust audience for whom a luxury travel experience is a necessity.
“These new iVision sites are very welcome to both complement and extend our existing media offer at Heathrow.”
JCDecaux said the new VIP location will also allow brands to capitalise on a key trend that appeared during the pandemic – a huge increase in the use of private jet and luxury travel.
On the day the UK roadmap was announced, private jet bookings increased to over 150% week-on-week, according to research published by Private Fly, while 81% of Global C-Suite respondents in a recent VistaJet study agreed that business travel will be more important than ever before.
“The Heathrow VIP proposition offers a unique opportunity for brands to engage with ultra-high-net-worth passengers - a hard to reach, influential audience within the luxurious surroundings of the Windsor and Royal suites,” JCDecaux Airport sales director Arianne Riddell said.
“I truly believe this is an exciting time for brands to be investing in the airport, as the magic of travel returns. We are seeing huge pent-up demand to travel again, with large amounts of lockdown savings, with a desire to spend across a range of categories.”
by Rob Fletcher