Hong Kong International Airport Advertising. Media Kit

Transcription

1 Hong Kong International Airport Advertising Media Kit JCDecaux Transport Aug 2009

2 Hong Kong International Airport (HKIA) Advertising 2

3 JCDecaux Group Leaders in Outdoor Advertising London Country? Paris Country? Barcelona Country? JCDecaux No.1: Worldwide in transport advertising: 325 transport contracts in metros, Buses, tramways & trains. Worldwide in street furniture advertising European billboard advertising Worldwide in airport advertising: 165 concessions in 17 countries. Outdoor advertising in Asia-Pacific. Self-service bicycles. JCDecaux reaches an estimated 293 million people worldwide every day. The Group has operations in 55 countries with a presence in 3,418 cities. 3

4 Number 1 in Asia Pacific Tokyo Hong Kong Bangkok Strong regional presence in the most dynamic markets: Australia China* India Japan Korea Malaysia Singapore Thailand * includes Hong-Kong & Macau 4

5 Prime Corporate Values Quality With 45 years international experience, JCDecaux is committed to delivering the best quality products maintained to the highest standards considering their impact on urban life Providing in-house maintenance with approximately 4,000 personnel installing, cleaning and changing posters Design JCDecaux works closely with 50 celebrated international designers and has a dedicated team of 110 engineers and designers employed in an integrated design studio The group owns 211 patents linked to innovation and ensures its design is adapted to cities and architecture Innovation A passion for innovation exists in every project, in every country and every city. It s the very heartbeat of JCDecaux A team of specialists deploys JCDecaux Innovate solutions internationally 5

6 Hong Kong Airport Media JCDecaux Transport No.1 Hong Kong outdoor advertising JCDecaux Airport No.1 worldwide for airport advertising with concessions in 141 airports 1st in Asia airport advertising 7 airports Hong Kong Asia s international financial centre Main hub in Asia and as major gateway to/from China Within 5 hours to reach half of the world's population World s freest economy 6

7 The Best of The Best: Hong Kong International Airport Named the world s best airport more than 25 times in 10 years*** Named World s Best Airport for 7 times in 8 years 4 th busiest international airport* 1 st busiest international airport in Asia* 48.6 million passengers in 2008 Jan to Dec 2008 Awards: World Best Airport** Sources: *Airport Council International (Last Update on Mar 2009) **Skytrax 2008 ***AAHK 08/09 Annual Report 7

8 HKIA Facts & Figures Passenger Figures 2008 Jan to Dec: 48.6 million No. of Terminals: 2 Around 150 destinations including 40 cities in Mainland China with about 85 airlines. Top 5 Destinations 1. Southeast Asia 23.7% 2. Mainland China 20.9% 3 Taiwan 16.6% 4. USA/Canada 6.9% 5. Japan 6.7% 8 Sources: Airport Authority Hong Kong Provisional Data (Jan Jul 2009)

9 HKIA Passenger Throughput Annual Compound growth of 6.1% from * 48.6* Million * 42 41* Source: * Passenger s Throughput, Airport Authority Hong Kong

10 HKIA - World s s Busiest Airport Top 5 by Passenger Throughput 2008 (International Airport) 1 st : London, GB (LHR) 3 rd : Amsterdam, NL (AMS) 5 th : Frankfurt, DE (FRA) 2 nd : Paris, FR (CDG) 4 th : Hong Kong, CN (HKG) 10 Source: Airport Council International (Last Update on Mar 2009)

11 HKIA - Major Gateway to China Around 85 Airlines Flying Daily to Around 150 Destinations, Including around 40 cities in Mainland China Harbin Changchun Shenyang SkyPier Destinations Yinchuan Beijing Dalian Tianjin Shi Jiazhuang 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 Foshan Dongguan Zhongshan Zhanjiang Zhuhai Shekou Haikou Sanya 11

12 HKIA Passenger Profile Superior user profile in HKIA in terms of income and education level means an elite group of discerning customers A A good mix of international and Asian travellers,, with a significant proportion of Mainland Chinese 12

13 HKIA Passenger Profile Monthly household income is 2.8x higher than general population 2.8 times HK$18,000** Hong Kong Population Over HK$50,000 HKIA Passengers (Non-local outbound passengers) Reason for Travel (Non-local outbound passengers) Business 58% Leisure 42% Mean Age Mid 30s Gender Male 60% Female 40% Average No. of Trips 6.23 per year Average Daily Pax Flow >130,000 daily Passenger Profile Occupation Status PMEB >50% White Collar 16% Blue Collar 6% Education Status College or above >81% Secondary 19% Traffic Status Transfer & Transit 39%* Originating 30%* Terminating 31%* 13 Source: 2009 March HKIA Passenger Survey, The Nielsen Company *HKIA Traffic Statistics (Jan Dec 2008) ** Population and Household Statistics Analyzed by District Council District Mar 2009

14 Passenger by Nationality - Departure A good mix of international and Asian travellers with a significant proportion of mainland Chinese Europe, Africa and Middle East, 12% USA, Canada, Central / Southern America, 11% Mainland China, 27% Mainland China Taiw an South Korea South & Southeast Asia Japan Australia / New Zealand and S. Pacific, 5% Japan, 8% South & Southeast Asia, 17% South Korea, 4% Taiwan, 17% Australia / New Zealand and S. Pacific Europe, Africa and Middle East USA, Canada, Central / Southern America 14 Source: 2009 March HKIA Passenger Survey, The Nielsen Company

15 Passenger by Nationality - Arrival Around 55% passengers from Asia which 35% from Greater China Region Europe, Africa and Middle East, 15% USA, Canada, Central / Southern America, 14% Mainland China, 26% Mainland China Taiw an South Korea South & Southeast Asia Taiwan, 9% Japan Australia / New Zealand and S. Pacific, 5% Japan, 8% South & Southeast Asia, 20% South Korea, 3% Australia / New Zealand and S. Pacific Europe, Africa and Middle East USA, Canada, Central / Southern America 15 Source: 2009 March HKIA Passenger Survey, The Nielsen Company

16 HKIA s Passenger Dwell Time Average dwell time nearly 3hrs 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 3h26min Departing passengers (Non-local outbound passengers) Arriving passengers 2h07min 2h03min Source: 2009 March HKIA Passenger Survey, The Nielsen Company 16

17 Chinese Traveller Study A recent study on Mainland Chinese outbound travellers behaviors amidst the economic crisis 90% of Chinese Outbound travellers say they will travel the same or more despite the economic crisis Chinese will travel the same or more in the next 12 months Leisure travellers are taking advantage of the lower air fares, hotel discounts and package deals Shopping expenditure maintains the same The top motivator to travel more is more all-inclusive packages 17 Source: TNS APAC Travellers' Study, Oct 2009

18 International Traveller Study Even During Economy Downturns Business Travel Remains Essential 78% of business travellers will fly more or the same in the next 6 months with nearly 40% of those travellers will fly more 73% of PMEB will continue to fly first and business class 71% see face to face meetings continuing to be important 18 Source: Business Confidence Research UK, Oct 2009

19 Excellence in HKIA Advertising Named World s Best Airport 7 Times in 8 Years by SkyTrax Survey ( , ) Most passengers consider advertisements at Hong Kong International Airport better than other airports: Blend-in and enhance airport ambience 70% Variety of advertising formats 74% Design of advertisements 72% Attractiveness of advertising 67% Innovation / interactiveness of advertisements 69% / 72% 19 Source: HKIA Advertising Effectiveness Survey, Oct 2009

20 High Impact Advertising 80% of Air Passengers think that HKIA advertisements are impactful 83% passengers consider the advertisements in HKIA enhance the overall o ambience of the terminal building 72% respondents state that they are interested in knowing more about a the products 70% passengers likely to purchase after seeing their advertisements or promotions at HKIA Overall the advertising at HKIA is seen by 68% of airport users 20 Source: HKIA Advertising Effectiveness Survey, Oct 2009

21 Digital Findings A recent research study on Digital Out of Home Media in London Airport showed that: The Trend Digital OOH media is one of the fastest growing medium in advertising, +57% 2007/08 yearon-year growth by format Movement brings awareness 94% stated that moving adverts were more striking than static ads 87% stated that animated digital ads would defiantly grab their attention Creative Tips Adverts that began with a bright burst of color attracted the eye because of their contrast to the blank transition screens Source: JCDecaux Airport Eye-Tracker Survey 2009 Nearly 60% of passengers find Digital Panels Advertisements very attractive Over 65% of airport users agree that Digital Panels are effective e in delivering the advertising message 58% of respondents find Interactive Panels Advertisements very attractivea 21 Source: HKIA Advertising Effectiveness Survey, Oct 2009

22 Overview of HKIA Terminal 1 2. Terminal 2 3. North Concourse 4. South Concourse 5. Central Concourse 6. Northwest Concourse 7. Southwest Concourse 8. Regal Hotel 9. AsiaWorld-Expo 10. Sky Pier 11. Sky City Marriott Hotel 12. Golf Course

23 DEPARTURE LEVEL 7 Non-restricted Area: - Check in Hall - Retail Shops Restricted Area: - Immigration Area - Retail Shops - Food Courts DEPARTURE LEVEL 6 Restricted Area: - Luxury Brand Boutique Boulevard, Duty Free Shops, East Hall - North Concourse, South Concourse, Central Concourse, NW Concourse, SW Concourse ARRIVAL LEVEL 5 Non-restricted Area: - Meeters & Greeters Hall Restricted Area: - North Concourse, South Concourse, Central Concourse, NW Concourse, SW Concourse - Baggage Reclaim Hall Map of HKIA - Terminal 1 Food Court N. N. Concourse Concourse S. S. Concourse Concourse S. Concourse S. Concourse N. Concourse N. Concourse Central Central Concourse Concourse Shops 23 S. S. Concourse Concourse N. Concourse N. Concourse Central Central Concourse Concourse NW Concourse SW SW Concourse Concourse NW Concourse SW SW Concourse Concourse

24 Map of HKIA - Terminal 2 LEVEL 6 Non-restricted Area: - Food Court & Restaurants - 4 Entertainment Zones - Retail Shops LEVEL 5 Non-restricted Area: - Check in Hall - Retail Shops & Restaurants LEVEL 3 Non-restricted Area: - Tour Coach Station - Retail Shops Restricted Area: - Immigration Area 24

25 Departure Flights Distribution 1. North Concourse 3. Central Concourse 4. Southwest Concourse 5. South Concourse Air China Air China Cathay Pacific Cathay Pacific British Airways Cathay Pacific Dragonair Dragonair China Eastern China Airlines Japan Airlines Qatar Airways China Southern China Eastern Thai Airways Singapore Airlines Dragonair China Southern Korean Air Continental Philippine Airlines Qantas Airways Dragonair Malaysia Airlines 2 2. Northwest Concourse Air China Cathay Pacific China Eastern China Southern Eva Airways Nippon Airways Northwest Airlines Singapore Airlines United Airlines Virgin Atlantic 5 25

26 Shopping at HKIA The Best Shopping Environment Over 260 retail shops, 60 catering outlets and 4 entertainment zones at both terminals 41 top tier luxury brand boutiques at East Hall and West Hall, Terminal 1 70% outlets inside the restricted area and 30% located in the non-restricted area in Terminal 1 98% outlets located in the non-restricted area at Terminal 2 26

27 Location Map East Hall Luxury Brand Boutique Boulevard, Terminal 1 (Restricted Area) Central Concourse Duty Free Shops/ Luxury Brand Boutique Boulevard To South Concourse 50 To North Concourse 27 Passenger Flow Shop names are indicated on next slide

28 Shops at East Hall Luxury Brand Boutique Boulevard, Terminal 1 1. The Plaza 18. The Atrium 34. LONGCHAMP 2. Sound and Vision enriching life 19. Sounds and Vision enriching life 35. PORTS Free Duty 20. Free Duty 36. Chow Tai Fook Jewellery 4. Temptation Duty Free 21. Valentino 37. Polo Ralph Lauren 5. Montblanc 22. La Perla 38. Burberry 6. Versace 23. Pal Zileri 39. Coach 7. PRADA 24. Loewe 40. Alfred Dunhill 8. Giorgio Armani 25. Chow Sang Sang Jewellery 41. Swarovski 9. Tiffany & Co. 26. Omega 42. David Yurman 10. Chanel 27. Hugo Boss 43. Giorgio Armani Cosmetic 11. Hermes 28. Salvatore Ferragamo 44. Piaget 12. Loro Piana 29. Gucci 45. M.A.C. 13. Bottega Veneta 30. Jimmy Choo 46. Chaumet 14. Ermenegildo Zegna 31. Tumi 47. DAKS 15. Bally 32. The Peninsula Boutique 48. IWC Schaffhausen 16. Cartier 33. Caviar House & Prunier 49. Kiehl s 17. Temptation Duty Free Seafood Bar 50. Design Gallery 28 *Shop locations are indicated on previous slide

29 HKIA Advertising Formats Unique media solutions to build brand awareness in a luxurious and prestigious environment, lasting impression is guaranteed 29

30 Premium Premium Media Secondary Icon & Lightbox on Glass Balustrade Bulkhead Column Mounted Lightbox Column Lightbox Lightbox on Glass Wall Frontlit Billboard Exterior Billboard Primary Icon Lightbox Key Benefits: Giant in size offers high visual impact Effective brand building tool 30

31 Premium Lancôme Secondary Icon & Lightbox on Glass Balustrade (Terminal 1, Departure Level 6, East Hall, Restricted Area) 31

32 Premium Prada Bulkhead Column Mounted Lightbox (Terminal 1, Arrival Level 5, Arrival Greeting Hall, Non-Restricted Area) 32

33 Premium 33 Mont Blanc - Column Lightbox (Terminal 1, Departure Level 6, East Hall Restricted Area)

34 Premium HSBC - Lightbox on Glass Wall (Terminal 1, Departure Level 7, Check-in Hall, Non Restricted Area right before immigration) 34

35 Premium Allianz - Frontlit Billboard (Terminal 1, Arrival Level 5, Restricted Area right before immigration) 35

36 Premium 36 Chivas Regal - Exterior Billboard

37 Premium 37 Chow Tai Fook Primary Icon Lightbox (Terminal 1, Departure Level 7, East Hall, Restricted Area)

38 Digital Digital Media Digital Business Network Digital Duty Free Network Free Standing Digital Panel in 70 Column Mounted Single-sided digital panel in 65 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 38

39 Digital SG Bank Digital Business Network (Terminal 1, Departure Level 7, Restricted Area right after immigration) 39

40 Digital DAKS - Free Standing Digital Panel in 70 (Terminal 1, Departure Level 6, East Hall, Restricted Area) 40

41 Digital Links of London - Column Mounted Single-sided digital panel in 65 (Terminal 1, Departure Level 6, East Hall, Restricted Area) 41

42 Digital Remy Martin - Triangular Type Free Standing Digital Panel in 65 (Terminal 1, Departure Level 6, East Hall, Restricted Area) 42

43 Special Special Media Power Pole Glass Lift Wrap Binnacle Wrap Airbridge Interior Wrap Wrap on Glass Balustrade Baggage Trolley Key Benefits: Impressive and acts as alternatives to traditional formats Stimulate brand awareness 43

44 Specials 1O1O Power Pole (Terminal 1, Departure Level 6, Departure Central Concourse, Restricted Area) 44

45 Specials Cathay Pacific Glass Lift Wrap (Terminal 1, Departure Level 7, East Hall, Restricted Area right after immigration) 45

46 Specials 46 Lancôme Binnacle Wrap (Terminal 1, Departure Level 7, East Hall, Restricted Area)

47 Specials 47 RBS Airbridge Interior Wrap

48 Specials 48 Intel Wrap on Glass Balustrade

49 Specials 49 VISA Baggage Trolley

50 Motion and Interactive Media MultiMedia Wall Arrival LED TV with Lightbox Internet Lounge Advertising Format in HKIA Motion and Interactive Media Key Benefits: Innovative formats to maximize advertising creativity Engage target customers to enhance effective communication 50

51 Motion and Interactive Media Visa MultiMedia Wall (Terminal 2, Departure Level 6, Check in Hall, Non-Restricted Area) 51

52 Motion and Interactive Media Bank of China -Arrival LED TV with Lightbox (Terminal 1, Arrival Level 6, Arrival Greeting Hall, Non-Restricted Area) 52

53 Exhibition Site Exhibition Site Terminal 1 Check in Hall Duty Free Area Terminal 2 Arrival Mainland Coach Lounge Area Key Benefits: Effective two-way communication can be achieved by face-to-face interaction Strategic locations to target customers 53

54 Exhibition Site Emirates Exhibition Site (Terminal 1, Departure Level 7, Check in Hall, Non-Restricted Area) 54

55 Exhibition Site 55 Hermes Exhibition Site (Terminal 1, Departure Level 6, East Hall, Restricted Area)

56 Exhibition Site 56 Marriott Exhibition Site (Terminal 2, Arrival Level 3, Non-Restricted Area)

57 Lightbox Network Lightbox Network Over 15 packages with variety of lightbox format and tactically located throughout the airport undoubtedly be seen by all passengers Network Benefits: Guarantee exposure due to repetitive presence Up to 100% coverage of arriving and departing passengers 57

58 Lightbox Network David Yurman Check in Free Standing Lightbox Network (Terminal 2, Departure Level 5, Check in Hall, Non-Restricted Area) 58

59 Lightbox Network Oracle Lightbox on Binnacle, Departure Concourses Network (Terminal 1, Departure Level 6, Departure Concourses, Restricted Area) 59

60 Lightbox Network Allianz Arrival Concourses Lightbox Network (Terminal 1, Arrival Level 5, Arrival Central Concourse, Restricted Area) 60

61 Lightbox Network Natixis Baggage Reclaim Lightbox Network (Terminal 1, Arrival Level 5, Baggage Reclaim Hall, Restricted Area) 61

62 Banner Network Banner Network A variety of banner formats and tactically located throughout the airport undoubtedly be seen by all passengers Network Benefits: Up to 100% coverage of arriving and departing passengers Various formats to suit your needs 62

63 Banner Network Estee Lauder Check-in Ceiling Banner Network (Terminal 1, Departure Level 7, Check-in Hall, Non-Restricted Area) 63

64 Banner Network 64 Chanel Duty Free Pillar Wrap Network (Terminal 1, Departure Level 6, East Hall, Restricted Area)

65 Banner Network Chivas Regal Duty Free Column Banner Network (Terminal 1, Departure Level 6, East Hall, Restricted Area) 65

66 Banner Network Audemars Piguet Arrival Central Concourses Banner Network (Terminal 1, Arrival Level 5, Arrival Central Concourse, Restricted Area) 66

67 Banner Network Credit Suisse Arrival Hall Walkbridge Banner Network (Terminal 1, Arrival Level 6, Arrival Greeting Hall, Non-Restricted Area) 67

68 New Product New Product in 2009 Portrait Exterior Billboard Totem Mega Glass Balustrade Lightbox 68

69 New Product This first Portrait Exterior Billboard to be built at the main access road to the terminal buildings guarantee a stunning impact and a lasting impression on passengers. Portrait Exterior Billboard Mockup Photo 69 Available Date: Q4 2009

70 New Product A brand new opportunity to target your audience with this stunning display at the Hong Kong International Airport Totem Available Date: Q (Terminal 1, Departure Level 6, Departure Central Concourse, Restricted Area) Mockup Photo 70

71 New Product Strategically located at the centre of Arrival Baggage Reclaim Hall, its huge size offers great visual impact to head-on traffic Mega Glass Balustrade Lightbox Mockup Photo 71 Available Date: Q (Terminal 1, Arrival Level 5, Baggage Reclaim Hall, Restricted Area)

72 Contact Us for More Details! For inquiries, please contact JCDecaux Transport - Airport Advertising Team Tel : (852) / (852) Fax: (852) airport@jcdecaux.com.hk