Posts

Visa adds first hotel wifi sponsorship to OOH campaign targeting Chinese tourists

PSI, Posterscope’s international division, has signed its first hotel wifi sponsorship deal, for Visa China, as part of a wider out-of-home (OOH) campaign promoting its China Merchants Bank card to Chinese tourists as they arrive, travel to and stay in London.
The sponsorship, delivered in partnership with Luxia Global and Starcom UK, incorporates sponsorship of guest wifi services in 68 four and five star hotels across London throughout July. Users will be identified through browser language, served messaging in Chinese, and later retargeted with digital ads on relevant tourist and shopping websites.
RoccoForte Brown's Hotel Smartphone
The sponsorship completes a campaign appearing along the Heathrow to London “travel corridor” featuring digital OOH sites throughout Heathrow’s T5 terminal, lamppost banners across Central London and in shopping hotspots, plus a wrap of a Central London tourist bus.
James McEwan, deputy MD, at PSI said: “We are delighted to have been able to secure this sponsorship opportunity and add a targeted element to Visa’s wider campaign for its China Merchant Bank card. By supporting the provision of wifi in key hotels frequented by Chinese visitors to London, we are able to put the brand directly into the hands of the target audience at a time when they are relaxing and open to receiving brand messages.”
A spokesperson for Starcom UK, added: “The sponsorship of guest wifi is an exciting addition to our campaign for the China Merchant Bank card. The ability to reach these travellers in their own language as they arrive in London, and be associated with such a highly valued service as guest wifi is a great manifestation of Visa’s brand desire to be ‘everywhere you want to be’.”

Microsoft are the launch partner on the Towers@T5

Microsoft was the launch partner Towers@ T5 – the largest digital airport opportunity in Europe, located at Terminal 5, Heathrow’s busiest airport terminal.
Microsoft utilised the iconic platform to showcase the impact of Microsoft Cloud. Microsoft is promoting it as the cloud that enables AccuWeather to respond to 10 billion requests for crucial weather data per day.
Pursuing Microsoft’s business audience and in collaboration with Empowering Media and JCDecaux UK, PSI planned a campaign that would reach a high footfall of airport business travellers in a dominant way.
With five screens located landside and two located airside, the Towers @ T5 ensured maximum impact as they reach 100% of the Terminal’s departing and transferring passengers. Each digital display is 14 metres wide by 7 metres high, and has a 6mm LED screen quality. These can be treated as one synchronised showcase, or as individual displays.
This activity received an abundance of attention in the media with a collaborative press release from all parties involved in the campaign reaching the likes of DailyDOOH, Frontier, Airport Technology, Essential Retail and Screen Media Daily.
Microsoft has also deployed classic and digital Out-of-Home locations throughout Terminal 5’s check-in and security check zones as well as key opportunities at Heathrow Express.
Alan Sullivan, Managing Director of JCDecaux Airport, said: “It’s great to see Microsoft as the launch advertiser on this stunning new 700 square metre digital platform – the Towers@T5. These seven new iconic locations in Heathrow offer an extraordinary new opportunity for brands to dominate and inspire the affluent, exclusive and influential passengers of Heathrow. This demonstrates once again how the airport is at the cutting edge of digital OOH innovation.”
Robin Hall, Managing Director of Dentsu Aegis OOH’s international division, said: “Being the Towers @T5 launch partner provides the ideal opportunity for iconic brand Microsoft to reach the highly desirable international business traveller through a hugely impressive site”.
Jonathan Coen, Heathrow’s Retail Director, said: “As Britain’s hub airport, connecting more than 70 million passengers across the globe every year, it’s no surprise that the world’s premier brands have recognised the power of advertising at Heathrow.  We are delighted to welcome Microsoft to Terminal 5’s newest installation”.

Emirates targets Heathrow Airport passengers with spectacular OOH site

April 27th 2015: As part of its ‘Hello Tomorrow’ global marketing campaign, Emirates is strengthening its already dominant presence at Heathrow with the launch of a special-build campaign with JCDecaux Airport on the iconic Central Terminal Area Welcome Site.
Occupying the gateway to one of the world’s busiest hubs, the 37.2m by 3.8m illuminated location spans the width of Heathrow’s entrance roundabout, is visible from over 500 metres away, and provides the first brand message for 100% of vehicular traffic as it enters Heathrow from the M4.
Emirates’ creative execution promotes the airlines’ Airbus A380 planes and underlines its position as an enabler of global connectivity and meaningful experiences with the strapline: “Your remarkable journey begins here. Experience the Emirates A380”. In an innovative twist, the special build is designed so that the image of the plane appears to fly off the billboard.
The long-term campaign was planned and booked with JCDecaux Airport by Havas and Posterscope’s international division PSI.
Alan Sullivan, Managing Director of JCDecaux Airport, said: “We are delighted that Emirates has seized the opportunity to ‘own’ Heathrow’s most famous landmark site with a special-build campaign that showcases the unmissable branding potential of this classic Out-of-Home location.”
Natasha Murray, Managing Director at Havas said, “We are absolutely delighted to have secured the iconic Heathrow Welcome Site. This is a prominent site within an excellent location and provides Emirates the opportunity to speak to those travelling through the World’s busiest hubs”.
Robin Hall, Managing Director at PSI, said: “The site is ideal, passengers have a heightened sense of excitement and awareness arriving at the airport. Emirates have created an ownership of that point of the journey, using great creative in an iconic location.”
Jonathan Coen, Retail Director at Heathrow, said: “As the UK’s hub airport, Heathrow sees 73 million passengers pass through its doors every year. This site is a perfect spot for Emirates and we’re delighted with the creative.”
Emirates’ campaign complements its other long-term locations with JCDecaux Airport in the interior and exterior of the airport, including: the new TTS (Train Transit System) location that leads passengers towards Terminal 5’s satellite terminals, and the iconic branded A380 plane situated on the Central Terminal Area roundabout, targeting all vehicular traffic travelling to Terminals 1, 2 and 3.

Hive Active Heating Campaign from British Gas Welcomes Brits Home with World-First Flight Data-Driven DOOH Ads

As temperatures across the country drop, the British Gas team behind Hive Active Heating today launches the world’s first digital out-of-home (DOOH) campaign to use flight data to solely target British travellers as they touch down in Britain. The company has partnered with international out-of-home (OOH) agency PSI and DOOH specialists Liveposter to target the 8.8 million UK residents who will return home through London Heathrow (T1, T2 & T4) and London Gatwick this winter.
In deals with media owners JC Decaux and EYE, returning passengers will be welcomed home with bespoke messaging which relates to their holiday destination. For example, passengers returning from Malaga in Spain will be encouraged to ‘Keep the Malaga mood with Hive Active Heating.’ The activity forms part of a national OOH campaign planned by Carat & Posterscope for Hive Active Heating, which enables customers to control their heating and hot water remotely via mobile, tablet or laptop.
The campaign for Hive Active Heating marks the first implementation of a new international hub package from PSI and Liveposter called Liveposter Airports. The package enables brands to exploit the opportunities that dynamic digital creative offers to deliver the right message at the right time and to the right audience. Brands can now create, schedule and publish digital ads to major airport media owner networks across nine global hubs, including London Heathrow, London Gatwick, Dubai, Singapore, Istanbul, New York JFK,  Barcelona, Moscow and Frankfurt.
Liveposter Airports uses flight, time, location and weather data to improve audience targeting for brands. All ads are centrally managed via an easy-to-use online interface, providing complete control of the creative messaging and targeting by audience.
Pamela Brown, head of marketing and insight for Connected Homes at British Gas, said: “Today, 10 per cent of people with central heating don’t have a timer and almost a quarter of people that have a timer don’t use it. Hive Active Heating is a smart thermostat that turns this on its head. It lets people control their heating and hot water remotely on their mobile phone. This new campaign will help us reach people as they’re arriving home from holiday – just when people would want to switch their heating on so their home is warm when they arrive.”
Liz Jones, managing director of PSI, said: “Hive Active Heating is the first of many products that will be using data to be smarter about how to target travellers. Using live flight and campaign planning data from PSI’s Global Planner tool, along with Liveposter’s expertise in DOOH and data, products like Hive Active Heating can now turn international airports into highly targetable, measurable OOH environments. Brands can ensure they engage their target audience with personalised, specific messages via digital screens, and improve the efficacy of national and international campaigns.”
Dan Douglas, founder of LivePoster, said: “We’re really excited to be rolling out our first global product with Liveposter Airports. It’s a unique offering at this scale for advertisers to maximise digital OOH in major airports around the world, enabling them to tailor their messaging for global and local audiences using real time data and dynamic content to ensure maximum impact.”
Sarah Parkes, Managing Director at Eye Airports, said: “Airports are a hotbed of creativity powered by big data. This campaign has showcased the many capabilities of DOOH advertising and through collaboration with our partners we have created a unique, media first campaign to effectively and efficiently reach passengers as they arrive back from holiday”.
Rob Elms, sales director at JCDecaux Airport, said: “It’s fantastic to see Hive Active Heating harness our digital Out-of-Home network at Heathrow in such a dynamic and innovative way. By tapping into the mind-set of passengers who are travelling home, they have taken advantage of the unique opportunity to promote Hive Active Heating using relevant and topical content in areas of high dwell-time at the world’s largest international airport.”

Prada Experiential at Heathrow's Terminal 5

Puig showcased the latest edition of their best-selling perfume, Prada Candy, this summer in an experiential and DOOH campaign.
Planned and booked by Havas and PSI, the campaign took over the departure lounge of Heathrow’s Terminal 5 as it targeted passengers for the launch of Candy Florale. The experiential zone was situated in close proximity to both World Duty Free and the Prada store, capitalising on the point-of-sale opportunities to purchase the scent at the airport.
Passengers were invited to try out the perfume and other Prada Candy fragrances as they made their way through departures.
As JCDecaux Airport’s Global Shopper 2013 research reveals, shopping while abroad is an integral part of the travel experience, with 81% of global shoppers purchasing luxury cosmetics and fragrances at the airport.

Heathrow Terminal 2 Opens

JCDecaux Airport and Heathrow have unveiled a range of airport advertising opportunities at Terminal 2: The Queen’s Terminal, as the doors officially opened to the public for the first time on 4th June.
As part of Heathrow’s on-going transformation, JCDecaux Airport and Heathrow have worked alongside architects to develop media opportunities integrated into the building’s structure. With poster sites, experiential zones and over 100 digital screens, Terminal 2 delivers an array of flexible, creative and immersive opportunities for brands to engage with the terminal’s affluent passenger audience.
Via: JCDecaux

BA Influences T5 Passengers

British Airways deployed a tactical DOOH campaign with JCDecaux Airport at Heathrow Terminal 5, targeting passengers with destination-specific messaging as they travelled through the terminal.
With multiple-creatives, the campaign influenced passengers by strategically displaying messages relevant to each digital screen’s location. At check-in, British Airways reminded passengers that they will ‘take those bags off your hands’, whilst in the departure lounge they prompted passengers to think about getting ‘that last minute present’ outside Harrods and ‘the perfect holiday read’ outside WH Smith.
This four-week campaign was planned and booked with JCDecaux Airport by PSI.

Portfolio Items