Media Offer 2011 Hong Kong International Airport PICTURE HERE

Transcription

1 Media Offer 2011 Hong Kong International Airport PICTURE HERE Updated Version: July 2011

2 Index JCDecaux Group Hong Kong International Airport (HKIA) Advertising HKIA Background Passenger Throughput Passenger Profile Benefits of HKIA Advertising HKIA Maps Media Offer 2011 Impact Dominate Target Digital Touch Innovate Promote Sponsor Appendix Contacts Media Offer

3 JCDecaux Group JCDecaux No.1 Outdoor Advertising Company in the World reaches an estimated 300 million people worldwide every day. The Group has operations in 56 countries with a presence in 3,612 cities. Paris JCDecaux No.1 Worldwide in Outdoor Advertising Worldwide in street furniture advertising European billboard advertising London Worldwide in airport advertising: 184 airports in 18 countries Worldwide in transport advertising: 401 cities in 15 countries Outdoor advertising in Asia Pacific Self-service bicycles Shanghai Media Offer

4 No. 1 in Asia Pacific JCDecaux Airport, World leader in airport advertising We are the largest airport advertising company in the world, with 10 key worldwide airports and operates airport advertising businesses in 18 countries such as London Heathrow, Paris Charles de Gaulle, Frankfurt, New York JFK, Los Angeles, Beijing, Shanghai, Singapore and Hong Kong Hong Kong Hong Kong Beijing Macau Media Offer

5 Hong Kong International Airport (HKIA) Main hub in Asia and major gateway to and from China The busiest international airport in Asia* 3 rd busiest international airport in the World* Within 5 flying hours to half of the world's population Named the World s Best Airport nearly 40 times** World s Best Airport - UK aviation research institution Skytrax for 8 times since 2001 World s Best Airport among facilities serving 40 million-plus passengers Airports Council International Airport Service Quality Awards, For detail information of HKIA Awards, please refer to Appendix No.1 Sources: *Year to date International Passenger Traffic December 2010 by Airport Council International, updated in Mar 2011 ** Airport Authority Hong Kong, updated in Apr 2011 Media Offer

6 HKIA Passenger Throughput 77% Growth since Opening in million passenger throughput in financial year 2010/11* Strong growth rate in 2010/11: +9.7% 9.7% YOY growth* Source: *Airport Authority Hong Kong, updated in Jul 2011 Media Offer

7 HKIA World s Busiest Airports Top 5 International Passenger Throughput st : London, GB (LHR) 5 th : Frankfurt, DE (FRA) 2 nd : Paris, FR (CDG) 4 th : Dubai, AE (DXB) 3 rd : Hong Kong, CN (HKG) Sources: Year to date International Passenger Traffic December 2010 by Airport Council International, updated in Mar 2011 Media Offer

8 HKIA Connecting China and the World 100 Airlines Flying to about 160 Worldwide Destinations, including around 45 cities in Mainland China Harbin Changchun SkyPier Destinations Shenyang Yinchuan Beijing Dalian Shi Jiazhuang Tianjin Yantai Lanzhou Taiyuan Jinan Xian Qingdao Zhengzhou Xuzhou Nanjing Nantong Suzhou Chengdu Wuhan Wuxi Shanghai Hangzhou Chongqing Ningbo Nanchang Wuishan Wenzhou Guilin Guiyang Changsha Fuzhou Meixian Shantou Guangzhou Xiamen Kunming Dongguan Foshan Zhongshan Zhanjiang Zhuhai Shekou Haikou For detail information of Departure flights and airlines, Sanya please refer to Appendix No.2 Media Offer

9 Reaching the Most Elite Group of Discerning Audience HKIA Passenger Profile Mean Age* Mid 30s Gender* Male 55% Female 45% Average No. of Trips* 7.7 per year Traffic Status** Transfer & Transit 34% Originating 33% Terminating 33% Occupation Status* PMEB >50% White Collar 23% Blue Collar 10% Education Status* College or above 85% Secondary 10% Monthly Household Income* HK$52,000 (Non-local outbound passengers) Passenger by Market* (Non-local outbound passengers) 1. Mainland China 26% 2. Taiwan 18% 3. South & Southeast Asia 16% 4. Europe, Africa & Middle East 12% 5. USA, Canada, 11% Central & South America 6. Japan 8% 7. South Korea 5% 8. Australia, New Zealand & 4% South Pacific Monthly household income is 3 times higher than general population (HK$18,000***) Over 50% are PMEB (Professionals, Managers, Executives and Businessmen) Equal mix of international and Asian travelers Source: *HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2010 **Airport Authority Hong Kong Jan to Dec 2010 Figures, updated in Mar 2011 ***Population and Household Statistics Analyzed by District Council District 2010, Census and Statistics Department, updated in Mar 2011 Media Offer

10 Airports are the symbolic gateways to a city, a country. Fundamental beliefs that convey the essence of an airport: The airport is: A place of discovery and pleasure A promise of travel A cosmopolitan location A prestigious environment A gateway to the world A worldwide status benchmark Benefits of Airport Advertising - Sir Norman Foster, Architect and Designer of HKIA Almost 100% of the frequent flyers consider that airport advertising gives brands an international status with a cosmopolitan dimension, and these brands are considered Top-of-the-range. Source: JCDecaux Airport Stories by Opinionway, 2010 Media Offer

11 Benefits of HKIA Advertising Inescapable dwell time in a captive environment in a receptive mindset: Average dwell time nearly 4 hrs* For detail information of passenger dwell time, please refer to Appendix No.3 80% of air passengers think that HKIA advertisements are impactful** 72% respondents are interested in knowing more about the products** 70% passengers are likely to purchase after seeing their advertisements or promotions at HKIA** 68% of airport users see the advertisements in HKIA** 67% find the advertisements attractive** 83% consider the advertisements in HKIA enhance the airport ambience** Source: *HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2010 **HKIA Advertising Effectiveness Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2009 Media Offer

12 Digital Trend A research study* on Digital Out of Home Media in London Airport showed that: Digital OOH media is one of the fastest growing medium in advertising: +57% 2007/08 year-on-year growth by format 87% stated that animated digital ads would definitely grab their attention Over 65% of airport users agree that Digital Panels are effective in delivering the advertising message** Source: *JCDecaux Airport Eye-Tracker Survey, 2009 **HKIA Advertising Effectiveness Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2009 Media Offer

13 Overview of HKIA TERMINAL 2 TERMINAL 1 5 Level 6: 1 Departure Level 7: Non-restricted Area: Check-in Hall, Retail Shops Restricted Area: Immigration Area, Retail Shops, Food Courts Non-restricted Area: Food Court, Entertainment Zones, Retail Shops 6 Level 5: Non-restricted Area: Check in Hall, Retail Shops 2 Departure Level 6: 7 Level 3: Restricted Area: Duty Free Shops, Departure Concourses 3 Arrival Level 5: Non-restricted Area: Meeters & Greeters Hall Restricted Area: Arrival Concourses, Baggage Reclaim Hall 4 NSC North Satellite Concourse: Restricted Area: Departure Concourse, Boarding Area, Retail Shops 3 T1 T2 SP For detail information of North Satellite Concourse and SkyPier, please refer to Appendix No.4 & Non-restricted Area: Tour Coach Station, Retail Shops Restricted Area: Immigration Area SKYPIER 8 Level 4: Restricted Area: Air-to-Sea Level, Retail Shops 9 Level 3: Restricted Area: Sea-to-Air Level. Check-in Counters Media Offer

14 HKIA Premium Retail Profile Retail Profile in HKIA Over 280 retail shops, over 80 catering outlets and 4 entertainment zones at both terminals 42 top tier luxury brand boutiques at East Hall and West Hall, Terminal 1 Wide variety of shops in good mix of categories that includes shopping, dining and entertainment Media Offer

15 Shops at HKIA Media Offer

16 2011 Media Offer Reach 100% of the airport audience in one hit with premium locations & outstanding formats. Surround 100% of the audience with static or digital networks to Achieve repetition and recall. Communicate with your desired target: right audience, right time, right location. Differentiate your brand with digital and cuttingedge technology. Interact with your audience through practical and engaging solutions. Innovate through new forms and ways of advertising whatever your media category is. Compel consumers to action at point-ofsale to increase footfall. Associate your brand to a genuine airport service. IMPACT DOMINATE TARGET DIGITAL TOUCH INNOVATE PROMOTE SPONSOR Media Offer

17 Impact PICTURE HERE Stand out in a cluttered environment with our range of impactful media solutions Gain a competitive advantage with extensive area coverage and airport architectural integration Display your brand message in a highly visible and well-traveled area IMPACT Media Offer

18 Impact Media Offer T1 Terminal 1 Departure Pre-Immigration Lightbox Exterior Exterior Billboard NSC Bulkhead Column Mounted Lightbox Totem International Clock Lightbox NSC Mega Glass Balustrade Lightbox Arrival Pre-immigration Billboard T1 T2 SP IMPACT Media Offer

19 Departure Pre-Immigration Lightbox Canon - Lightbox on Glass Wall (Terminal 1, Departure Level 7, Check-in Hall, Non Restricted Area right before immigration) Media Offer

20 Bulkhead Column Mounted Lightbox Ermenegildo Zegna Bulkhead Column Mounted Lightbox (Terminal 1, Arrival Level 5, Arrival Greeting Hall, Non-Restricted Area) Media Offer

21 Totem Winter Olympic - Totem (Terminal 1, Departure Level 6, Departure Central Concourse, Restricted Area) Media Offer

22 International Clock Lightbox Links of London International Clock Lightbox (Terminal 1, Departure Level 7, Check-in Area, Non-Restricted Area) Media Offer

23 Mega Glass Balustrade Lightbox Deutsche Bank Mega Glass Balustrade Ligthbox (Terminal 1, Arrival Level 5, Baggage Reclaim Area, Restricted Area) Media Offer

24 Arrival Pre-immigration Billboard Gucci Pre-immigration Billboard (Terminal 1, Arrival Level 5, Pre-immigration Area, Restricted Area) Media Offer

25 Exterior Billboard Lancôme - Portrait Exterior Billboard (Main access road to the terminal buildings) Media Offer

26 Dominate PICTURE HERE Maximize impact and spread your message to a vast airport audience Maximize your reach and brand exposure with our dominant media offerings and surround 100% of your audience to achieve repetition and recall DOMINATE Media Offer

27 Dominate Media Offer T1 T2 Terminal 2 Terminal 1 NSC NSC All Departure Frequency Network All Arrival Frequency Network Airbridge Interior Advertising All Departure Frequency Network All Arrival Frequency Network NSC North Satellite Concourse Airbridge Interior Advertising T1 T2 SP DOMINATE Media Offer

28 All Departure Frequency Network Citibank Lightbox on Binnacle (Terminal 1, Departure Level 6, Departure Concourses, Restricted Area) Media Offer

29 All Arrival Frequency Network Shanghai Tang Lightbox on Wall (Terminal 1, Departure Level 5, Arrival Concourses, Restricted Area) Media Offer

30 Airbridge Interior Advertising HSBC Airbridge Interior Advertising (Terminal 1 and North Satellite Concourse, Departure and Arrival Levels, Restricted Area) Media Offer

31 Target PICTURE HERE Connect directly to your target audience Our targeted media solutions allow advertisers to maximize their reach and branding efforts TARGET Media Offer

32 Target Media Offer T1 T2 SP Terminal 2 Terminal 1 SkyPier NSC Baggage Reclaim Focus Network Greater China Network Baggage Reclaim Focus Network Greater China Network Greater China Network NSC North Satellite Concourse NSC Exhibition Site Exhibition Site Greater China Network T1 T2 SP TARGET Media Offer

33 Baggage Reclaim Focus Network Zenith Baggage Reclaim Focus Network (Terminal 1, Arrival Level 5, Baggage Reclaim Hall, Restricted Area) Media Offer

34 Greater China Network China UnionPay Greater China Network (Terminal 1, Departure Level 6, Departure Concourses, Restricted Area) Media Offer

35 Exhibition Site Chivas Exhibition Site (Terminal 1, Departure Level 6, Duty Free Area, Restricted Area) Media Offer

36 Digital PICTURE HERE We offer digital solutions with added flexibility with creative impact. Propel your brand to the forefront of consumers with eye catching and dynamic solutions. DIGITAL Media Offer

37 Digital Media Offer T1 Terminal 1 Digital Business Network NSC Digital Duty Free Network Digital Boarding Gate Network Interactive Panel NSC Power Pole T1 T2 SP DIGITAL Media Offer

38 Digital Business Network Citibank Digital Business Network (Terminal 1, Departure Level 7, Restricted Area right after immigration) Media Offer

39 Digital Duty Free Network Tumi Digital Duty Free Network (Terminal 1, Departure Level 6, East Hall, Restricted Area) Media Offer

40 Digital Boarding Gate Network SG Bank Digital Boarding Gate Network (Terminal 1, Departure Level 6, Departure Concourses, Restricted Area) Media Offer

41 Touch PICTURE HERE Stimulate your audience and achieve a competitive advantage through our dynamic media offering. Associate your brand with a clever passenger service to provide immediate product benefit and brand association. TOUCH Media Offer 2011

42 Touch Media Offer T1 Terminal 1 Interactive Panel NSC NSC T1 T2 SP TOUCH Media Offer 2011

43 Interactive Panel 1O1O Digital Interactive Panel (Terminal 1, Departure Level 6, Departure Central Concourse, Restricted Area) Media Offer

44 Innovate PICTURE HERE Provide advertisers with differentiation through new and innovative ways of advertising. Enhance brand recall and efficiency to a cluttered market place. INNOVATE Media Offer 2011

45 Innovate Media Offer T1 Terminal 1 Power Pole NSC NSC T1 T2 SP INNOVATE Media Offer 2011

46 Power Pole 1O1O Power Pole (Terminal 1, Departure Level 6, Departure Central Concourse, Restricted Area) Media Offer

47 Promote PICTURE HERE Incite buyer impulse with our range of PROMOTE media offerings. Deliver point-of-sale recall for effective communication in direct proximity to passengers at the airport. PROMOTE Media Offer

48 Promote Media Offer T1 Terminal 1 NSC Secondary Icon & Lightbox on Glass Balustrade Duty Free Column Lightbox Column Ligthbox at Level 7 NSC T1 T2 SP PROMOTE Media Offer

49 Secondary Icon and Lightbox on Glass Balustrade Gucci Secondary Icon & Lightbox on Glass Balustrade (Terminal 1, Departure Level 6, Duty Free Area, Restricted Area) Media Offer

50 Duty Free Column Lightbox Lancôme - Column Lightbox (Terminal 1, Departure Level 6, Duty Free Area, Restricted Area) Media Offer

51 Column Lightbox at Level 7 Estee Lauder - Column Lightbox (Terminal 1, Departure Level 7, East Hall, Restricted Area) Media Offer

52 Sponsor PICTURE HERE Cleverly associate your brand with cordial passenger services to further maximize brand awareness. Provide extensive area coverage and an original way to communicate to the mass audience. SPONSOR Media Offer 2011

53 Sponsor Media Offer T1 Terminal 1 T2 Terminal 2 SP SkyPier NSC NSC Multimedia Zone Internet Lounge APM Sponsorship TV Sponsorship Trolley APM Sponsorship Trolley APM Sponsorship T1 T2 SP SPONSOR Media Offer 2011

54 Multimedia Zone Mockup Photo for reference only Multimedia Zone (Terminal 1, Departure Level 7, Area right after Immigration, Restricted Area) Media Offer

55 Internet Lounge Kenfair Internet Lounge (Terminal 1, Departure Level 7, Area right after Immigration, Restricted Area) Media Offer

56 APM Sponsorship Kenfair APM Sponsorship (Terminal 1, Level 1, APM Platform, Restricted Area) Media Offer

57 APM Sponsorship Plaza Premium Lounge APM Sponsorship (APM In-train, Restricted Area) Media Offer

58 TV Sponsorship Samsung TV Sponsorship (Terminal 1, Departure Level 6, Departure Concourses, Restricted Area) Media Offer

59 Trolley American Express Trolley Media Offer

60 Appendix 1. Awards of HKIA 2. Departure Flights Distribution and Airline Check-in 3. HKIA s Passenger Dwell Time 4. Introduction of North Satellite Concourse 5. Introduction of SkyPier Appendix Media Offer

61 Appendix 1 - The Best of the Best Hong Kong International Airport Named the World s Best Airport nearly 40 times* World s Best Airport - UK aviation research institution Skytrax for 8 times since 2001 World s Best Airport among facilities serving 40 million-plus passengers Airports Council International Airport Service Quality Awards, Best Airport Travel trade publisher TTG, 2002, Best Airport in China Magazine Business Traveller China, , 2010 Most Efficient Asia-Pacific Airport Air Transport Research Society, Air Cargo Excellence Air Cargo World magazine, *Source: Airport Authority Hong Kong, updated in Apr 2011 Media Offer

62 Appendix 2 - Departure Flights Distribution (Major Airlines) 1. North Concourse 3. Central Concourse 4. Southwest Concourse 6. North Satellite Concourse Air China All Nippon Airways Air Canada Air China British Airways Air France Air Asia China Eastern Airlines Cathay Pacific Airways Asiana Airlines Cathay Pacific Airways China Southern Airlines Dragonair EVA Airways Cebu Pacific Air Dragonair Korean Air Cathay Pacific Airways China Airlines Hong Kong Airlines Philippine Airlines Cebu Pacific Air China Eastern Airlines Hong Kong Express Qantas Airways China Airlines Dragonair Shanghai Airlines Singapore Airlines China Eastern Airlines Jet Airways Spring Airlines and others Delta Air Lines Kingfisher Airlines Xiamen Airlines 2. Northwest Concourse Cathay Pacific Airways China Eastern Airlines Dragonair Emirates Airline EVA Airways United Airlines and others Updated as of Jan 2011 Dragonair Hong Kong Airlines Japan Airlines Korean Air Malaysia Airlines Qantas Airways Singapore Airlines Virgin Atlantic Airways and others Lufthansa German Airlines Thai Airlines Tiger Airway and others 5. South Concourse Cathay Pacific Airways Dragonair and others 4 and others Media Offer

63 Appendix 2 Airline Check-in Terminal 1 & Terminal 2 Airline Check-in Star Alliance Oneworld SkyTeam Non-Alliance Media Offer

64 Appendix 3 - HKIA s Passenger Dwell Time Average dwell time nearly 4hrs An inescapable exposure time in a captive environment with no interference and 100 % dedicated to travel Extensive dwell time in a receptive mindset for passengers that generates advertising impact Transit/Transfer passengers 4h49min Departing passengers (Non-local outbound passengers) Arriving passengers 2h29min 3h23min Source: HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2010 Media Offer

65 Appendix 4 - Introduction of North Satellite Concourse Grand Opening in January 2010 Target primarily Greater China flights and short-haul passengers with 10 Bridge- Served Stands 10 Retails and 2 F&B Outlets Design for an annual handling capacity of 5 million passengers 3 Minutes Connection to Terminal 1 by APV Updated as of Mar 2011 Media Offer

66 Appendix 5 - Introduction of SkyPier Provide direct transfer from airto-sea and sea-to-air passengers Strengthen Hong Kong s connectivity with the Pearl River Delta (PRD) region and Macau (Shekou and Fuyong in Shenzhen, Guangzhou Nansha, Dongguan Humen, Zhongshan, Zhuhai Jiuzhou, Macau's Maritime Ferry Terminal and Taipa) With 4 berths and 20 airline check-in counters, the SkyPier handled 2.2 million passengers in 2010 Updated as of Mar 2011 Media Offer

67 Contacts Contact Us for More Details JCDecaux Transport Airport Advertising Sales Team Tel : (852) / (852) Fax: (852) airport@jcdecaux.com.hk Website: Contacts Media Offer