Westfield, which manages Europe’s two largest shopping destinations, has unveiled the first Arabic language campaign at a UK airport to celebrate the Islamic festival of Eid. The initiative began on 17 July and will run for a week.
The campaign, which was planned by Arena Media, bought through Posterscope’s international division PSI and broadcast by UK airport advertising expert Eye Airports, targets Arabic speaking passengers who arrive at London Gatwick Airport on the thrice-daily Emirates flights from Dubai. Adverts will be broadcast on Eye Airports’ Arrivals Gallery and Arrivals digital six-sheets to coincide with the landing of each flight.
A UK airport first: The message reads “Welcome to London! Discover the ultimate world class shopping experience”
Advertising visuals, which use a mixture of English and Arabic language, encourage shoppers to visit Westfield’s shopping malls at Shepherd’s Bush and Stratford in London using the message “Welcome to London! Discover the ultimate world class shopping experience.”
The Middle East market now accounts for a 25% of non-EU spend at Westfield, the company noted. Post-Ramadan spend in Westfield London’s luxury quarter, the Village, has increased +64% year-on-year with spend up +75% in the mall.
Westfield said it expects to see an increase in visitors over Eid, with designer brands such as Louis Vuitton, Burberry, Mulberry and Gucci benefiting most from the Ramadan rush. To further enhance the shopping experience during this time, Westfield also has a dedicated concierge team offering personal chauffeurs, valet parking, handsfree shopping, personal styling and tax-free shopping.
Westfield UK & Europe Director of Marketing Myf Ryan said: “Shoppers from the Middle East are an important market for Westfield and we expect to see a significant number of international and domestic Middle Eastern visitors head to our centres this year as they celebrate Eid. This market is attracted to Westfield’s luxury offer, our services and our extensive leisure and dining options. This campaign at Gatwick Airport gives us the opportunity to reach this audience as soon as they arrive in London and deliver an impactful welcome message.”
Arena Media Group Business Director Abi Ward commented: “With shopping power from the Middle East becoming increasingly significant at Westfield, this campaign demonstrates that, yet again, Westfield is fully in tune with its audience, and putting customers first.”
Robin Hall, Managing Director of PSI, said: “Travellers from the Middle East enjoy spending time and money in the shopping facilities offered by London and, by using flight data, we have been able to target passengers as they arrive at Gatwick and serve them relevant messaging in their local language. The benefit of better targeting and increased awareness and positive association has been made possible through high quality digital sites in Gatwick with the ability to serve dynamic messaging, which will help drive this high spending consumer to the world class Westfield malls.”