Hong Kong International Airport Advertising Media Kit · Hong Kong International Airport...

Hong Kong International Airport AdvertisingHong Kong International Airport Advertising

Media KitMedia Kit

JCDecaux TransportJuly 2009

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JCDecaux GroupWorldwide Outdoor Experts

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Leaders in Outdoor AdvertisingLeaders in Outdoor Advertising

Country? Country?Country?ParisLondon Barcelona

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.

JCDecauxreaches an estimated293 millionpeople worldwideevery day.

The Group has operations in 55 countries with a presence in 3,418 cities.

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Number 1 in Asia PacificNumber 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

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Prime Corporate ValuesPrime 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 heart-

beat of JCDecaux A team of specialists deploys JCDecaux Innovate solutions internationally

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JCDecaux Transport

No.1 Hong Kong outdoor advertising

No.1 worldwide for airport advertising with

concessions in 141 airports

1st in Asia airport advertising – 7 airports

4th busiest international airport

1st busiest airport in Asia

48.6 million passengers in 2008

2008 Awards: World Best Airport

Hong Kong Hong KongInternational Airport (HKIA)

JCDecaux Airport

Hong Kong Airport MediaHong Kong Airport Media

Asia’s international financial centre

Main hub in Asia and as major gateway to/from

China

Within 5 hours to reach half world's population

World’s freest economy

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HKIA Facts & FiguresHKIA Facts & Figures

5. Europe 9.3%4. Japan 10.9%3 Taiwan 18.2%2. China 18.9%1. Southeast Asia 22.3%

5. Bangkok 31.6M4. Tokyo 32.3M3. Singapore 36.2M2. Dubai 36.5M1. Hong Kong 48.6M

More than 155 destinations with over 70 airlines, 40 cities in Mainland China

No. of Terminals: 22008: 48.6 million

Sources: Airport Authority Hong KongAirport Council International (Last Update on Mar 2009)

Passenger FiguresPassenger Figures

Top 5 Airports in AsiaTop 5 Airports in Asia

Top 5 DestinationsTop 5 Destinations

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HKIA Passenger ThroughputHKIA Passenger Throughput

36

38

40

42

44

46

48

50

2005 2006 2007 2008

Million

41

44

47.848.6

Accumulated growth of 18.5% in 4 consecutive years

Source: Airport Authority Hong Kong

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WorldWorld’’s Busiest Airports Busiest Airport

1st: London, GB (LHR)5th: Frankfurt, DE (FRA) 2nd: Paris, FR (CDG)

4th: Hong Kong, CN (HKG)

3rd: Amsterdam, NL (AMS)

Top 5 by Passenger Throughput 2008

Source: Airport Council International (Last Update on Mar 2009)

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Major Gateway to ChinaMajor Gateway to China

Beijing Dalian

Qingdao

Shenyang

TianjinJinan

ShanghaiHangzhou

Nanjing

Kunming

Wuhan

Chongqing

Chengdu

Guangzhou Xiamen

Xian

Harbin

Changchun

Xuzhou

Ningbo

Suzhou

Zhuhai

Dongguan

Guiyang

Zhengzhou

TaiyuanShi Jiazhuang

ZhongshanFoshan

Yantai

Nantong

Lanzhou

Over 70 Airlines Flying Daily to More Than 155 Destinations,Over 70 Airlines Flying Daily to More Than 155 Destinations,Including around 40 cities in Mainland China Including around 40 cities in Mainland China

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HKIA Passenger Profile

Superior user profile in HKIA in terms of income and Superior user profile in HKIA in terms of income and education level means a stable group of discerning education level means a stable group of discerning customerscustomers

A good mix of International and Mainland travelersA good mix of International and Mainland travelers

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HKIA Passenger ProfileHKIA Passenger Profile

6.37 per yearAverage No. of TripsAverage No. of TripsFemale 39%Male 61%GenderGender50 and above 6%35 - 49 29%25 - 34 36%Below 25 28%Age GroupAge GroupVisitors 40-45%Leisure 42%

Business 58%Reason for TravelReason for Travel

Source: ACNielsen Research on Advertising Effectiveness at HKIA, 2007

Terminating 31%Originating 29%Transfer & Transit 40% Traffic StatusTraffic Status>130,000 dailyAverage Daily Average Daily PaxPax FlowFlowSecondary 15%College or above 85%Education StatusEducation StatusOther 22%Blue Collar 7%White Collar 15%PMEB 56%Occupation StatusOccupation Status

Passenger ProfilePassenger Profile

Hong Kong Population

HKIA PassengersHK$20,000

HK$53,0002.5 times

Monthly household Monthly household income is 2.5x income is 2.5x higher than general higher than general populationpopulation

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Passenger by NationalityPassenger by Nationality-- DepartureDeparture

A good mix of international and Chinese travelers

Mainland China 18%

Taiwan 14%

SE Asia20%

Japan 9%

Europe 13%

USA / Canada 10%

Others 5%

South Korea5%Australia / N.Z.

6%

Mainland China Taiwan SE AsiaJapan Europe USA / Canada Australia / N.Z. South KoreaOthers

Source: HKSAR Immigration Department June 2009

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Passenger by NationalityPassenger by Nationality-- ArrivalArrival

Around 65% passengers from Asia which 36% from Greater China region

Mainland China 23%

Taiwan 13%

SE Asia18%

Japan 8%

Europe 12%

USA / Canada 10%

Australia / N.Z. 6%

South Korea5%

Others 5%

Mainland China Taiwan SE AsiaJapan Europe USA / Canada Australia / N.Z. South KoreaOthers

Source: HKSAR Immigration Department June 2009

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Passenger Dwell TimePassenger Dwell Time

An inescapable exposure time in an 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

Departing passengers

Arriving passengers

2h55

2h50

2h05

Source: Hong Kong SkyMart Passengers Tracking Survey – March 2008

2h 40Average dwell time Average dwell time

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Excellence in HKIA AdvertisingExcellence in HKIA Advertising


Ranked as “World Best Airport” by SkyTrax Research in 2001-2005, 2007-2008

Most passengers consider advertisements at Hong Kong Most passengers consider advertisements at Hong Kong International Airport better than other airports:International Airport better than other airports:

BlendBlend--in and enhance airport ambience in and enhance airport ambience –– 75%75%

Variety of advertising formats Variety of advertising formats –– 70%70%

Design of advertisements Design of advertisements –– 70%70%

Attractiveness of advertising Attractiveness of advertising –– 67%67%

Innovativeness / Innovativeness / interactivenessinteractiveness of advertisements of advertisements –– 67%67%

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High Impact AdvertisingHigh Impact Advertising

75% respondents state that they are interested in knowing more a75% respondents state that they are interested in knowing more about the bout the products after seeing their advertisements or promotions at HKIAproducts after seeing their advertisements or promotions at HKIA

Nearly half (47%) of the respondents consider they are more likeNearly half (47%) of the respondents consider they are more likely to make ly to make purchases or use the services after seeing the advertisements orpurchases or use the services after seeing the advertisements or promotionspromotions

Overall the advertising at HKIA is seen by 68% of airport users,Overall the advertising at HKIA is seen by 68% of airport users, with the with the advertising awareness slightly higher among the following groupsadvertising awareness slightly higher among the following groups::

-- Passengers from Mainland China (71%) and Europe, Africa, and MiPassengers from Mainland China (71%) and Europe, Africa, and Middle ddle East (72%)East (72%)

-- Well wishers (76%) and Departing Passengers (74%)Well wishers (76%) and Departing Passengers (74%)

80% of Air Passengers think that HKIA advertisements are impactful


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Overview of HKIAOverview of HKIA

1. Terminal 12. Terminal 23. North Concourse4. South Concourse5. Central Concourse6. Northwest Concourse7. Southwest Concourse8. Regal Hotel9. Asia World Expo10. Sky Pier11. Sky City Marriott Hotel12. Golf Course

1

2

12

1110

9

8

7 6

54 3

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Map of HKIAMap of HKIA

5/F

7/F

6/F

3/F

Terminal 1 Terminal 2

Departure immigrationArrival Couch Area

Check in CounterRetail Shops

Entertainment ZoneRetail ShopsFood Court

Landside: Arrival Greeting HallAirside: Arrival Concourses Airside: Baggage Reclaim Hall

Departure: Duty Free Shopping AreaDeparture Concourses

Landside: Check in AreaLandside: Retail ShopsAirside: Departure ImmigrationAirside: Retail ShopsAirside: Food Courts

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Departure Flights DistributionDeparture Flights Distribution

5. South ConcourseCathay Pacific

Dragon Air

Singapore Airlines

Qatar Airways

1. North ConcourseBritish Airways

Air China

China Eastern

China Southern

Dragon Air

Korean Air

Philippine Airlines

Quantas Airways

4. Southwest ConcourseCathay Pacific

Japan Airlines

Dragon Air

Thai Airways

3. Central ConcourseAir China

China Eastern

China Airlines

Continental

China Southern

Cathay Pacific

Dragon Air

Malaysia Airlines

Nippon Airways

Northwest Airlines

Singapore Airlines

Virgin Atlantic

2. Northwest ConcourseEva Airways

Air China

China Eastern

China Southern

Cathay Pacific

United Airlines

1

5

4

3

2

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Shopping at HKIAShopping at HKIA

No. 1 Airport in Asia for Retail

Over 260 retail shops at both terminals

Over 40 top tier luxury brand boutiques

70% outlets inside the restricted area and 30% located in the non-restricted area

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Passenger Flow

Duty Free Location MapDuty Free Location Map

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1

53

54a

2829

30

3132

33

34

36

54b

3938

3

4

56789

1011121314151617

18

19

58b

20

58

5721

4445

46

47

4849

42

41

27

56

2655

22

58a

51

40

B23

Duty Free Area

Cen

tral

C

onco

urse

To South Concourse

To North Concourse

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Shops at Duty Free AreaShops at Duty Free Area

1. The Plaza

2. Sound and Vision enriching life

3. Free Duty

4. Temptation Duty Free

5. Montblanc

6. Versace

7. Tiffany & Co.

8. Bvlgari

9. Celine

10. Gucci

11. Chanel

12. Hermes

13. Loro Piana

14. Prada

15. Coach

16. Bally 17. Cartier 18. Temptation Duty Free

19. The Atrium

20. Sounds and Vision enriching life

21. Free Duty

22. Hugo Boss

23. Ermenegildo Zegna

26. Baccarat

27. Loewe

28. Chow Sang Sang Jewellery

29. Omega

30. Hugo Boss

31. Salvatore Ferragamo

32&33. Gucci

34. Jimmy Choo

36. Tumi

38. The Peninsula Boutique

39. Caviar House & Prunier

Seafood Bar 40. Samsonite Black Label

41. Polo Ralph Lauren42. PORTS 1961

44. Dunhill

45&46. Polo Ralph Lauren

47. Burberry

48. The Magic of Hong Kong Disneyland

49. Swarovski

51. David Yurman

52. Multi-media Lounge

52a. Starbucks Coffee

53. Giorgio Armani Cosmetic

54a. Bottega Veneta

54b. MAC

55. DAKS

56. Van Cleef & Arpels

57. Master of Time

58a. Bvlgari

58b. Chow Tai Fook Jewellery

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HKIA Advertising FormatsHKIA Advertising Formats

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

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Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium

Key Benefits: Giant in size offers high visual impact

Effective brand building tool

Secondary Icon & Lightbox on Glass Balustrade Bulkhead Column Mounted Lightbox Column Lightbox Lightbox on Glass Wall Frontlit Billboard Exterior Billboard Primary Icon Lightbox

Premium Media

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Lancome – Secondary Icon & Lightbox on Glass Balustrade

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Prada – Bulkhead Column Mounted Lightbox

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Christina Dior- Column Lightbox

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HSBC - Lightbox on Glass Wall


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Allianz - Frontlit Billboard


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Chivas Regal - Exterior Billboard

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Chow Tai Fook – Primary Icon Lightbox

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Advertising Format in HKIA Advertising Format in HKIA –– DigitalDigital

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

Digital Business Network Digital Duty Free Network

• Free Standing Digital Panel in 70”• Column Mounted Single-sided digital panel in 65”• Triangular Type Free Standing Digital Panel in 65”

Digital Media

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SG Bank – Digital Business Network

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DAKS - Free Standing Digital Panel in 70”

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Links of London - Column Mounted Single-sided digital panel in 65”


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Remy Martin - Triangular Type Free Standing Digital Panel in 65”


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Advertising Format in HKIA Advertising Format in HKIA –– SpecialSpecial

Key Benefits: Impressive and acts as alternatives to traditional

formats

Stimulate brand awareness

Power Pole Glass Lift Wrap Poster on Wall Binnacle Wrap Airbridge Interior Wrap Wrap on Glass Balustrade Baggage Trolley

Special Media

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Advertising Format in HKIA Advertising Format in HKIA –– SpecialsSpecials

1010 – Power Pole

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Cathay Pacific – Glass Lift Wrap

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Visa – Poster on Wall

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Lancome – Binnacle Wrap

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RBS – Airbridge Interior Wrap

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Intel – Wrap on Glass Balustrade

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VISA – Baggage Trolley

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Key Benefits: Innovative formats to maximize advertising creativity

Engage target customers to enhance effective communication

MultiMedia Wall Arrival LED TV with Lightbox Internet Lounge

Motion and Interactive Media

Advertising Format in HKIA Advertising Format in HKIA –– Motion and Interactive MediaMotion and Interactive Media

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Visa – MultiMedia Wall

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Bank of China -Arrival LED TV with Lightbox

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Key Benefits: Effective two-way communication can be achieved by

face-to-face interaction

Strategic locations to target customers

Terminal 1• Check in Hall• Duty Free Area

Terminal 2• Arrival Mainland Coach Lounge Area

Exhibition Site

Advertising Format in HKIA Advertising Format in HKIA –– Exhibition SiteExhibition Site

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Citibank – Exhibition Site (Check in Hall)

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Clinique – Exhibition Site (Duty Free Area)

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Marriott – Exhibition Site (Terminal 2)

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Lightbox Network

Network Benefits: Guarantee exposure due to repetitive presence

Up to 100% coverage of arriving and departing passengers

Advertising Format in HKIA Advertising Format in HKIA –– Lightbox NetworkLightbox Network

Over 15 packages with variety of lightboxformat and tactically located throughout theairport undoubtedly be seen by all passengers

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David Yurman – Check in Free Standing Lightbox Network

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Oracle – Lightbox on Binnacle, Departure Concourses Network

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Allianz – Arrival Concourses Lightbox Network

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Natixis – Baggage Reclaims Lightbox Network

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Banner Network

Network Benefits: Up to 100% coverage of arriving and departing passengers

Various formats to suit your needs

Advertising Format in HKIA Advertising Format in HKIA –– Banner NetworkBanner Network

Variety of banner format and tactically locatedthroughout the airport undoubtedly be seen byall passengers

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Estee Lauder – Check-in Ceiling Banner Network

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Chanel – Duty Free Pillar Wrap Network

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Chivas Regal – Duty Free Column Banner Network

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AUDEMARS PIGUET – Arrival Central Concourses Banner Network

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Credit Suisse – Arrival Hall Walkbridge Banner Network

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Portrait Exterior Billboard Totem Mega Glass Balustrade Lightbox

New Product in 2009

Advertising Format in HKIA Advertising Format in HKIA –– New ProductNew Product

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Subject to final approval by Airport Authority

Portrait Exterior BillboardPortrait Exterior Billboard Mockup PhotoMockup Photo

Available Date: August 2009Available Date: August 2009

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TotemTotem Mockup PhotoMockup Photo

Available Date: August 2009Available Date: August 2009

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Mockup PhotoMockup PhotoMega Glass Balustrade LightboxMega Glass Balustrade Lightbox

Available Date: November 2009Available Date: November 2009

Contact Us for More Details!Contact Us for More Details!

For inquiries, please contactJCDecaux Transport - Airport Advertising TeamTel : (852) 2111 0111 / (852) 2862 7240Fax: (852) 2110 1407 Email: [email protected]

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