Leading Out-of-Home media company JCDecaux New Zealand has upgraded all screens in Auckland Airport’s high-dwell domestic terminal baggage area from static to digital. With over 55 per cent of domestic passengers checking-in luggage, these screens provide advertisers a significant opportunity to deliver campaigns that are memorable and influential.
Phil Eastwood, General Manager of JCDecaux New Zealand, said: “In March this year we released the results of our Airport Mindset neuroscience study which found travellers are more receptive to advertising in the airport due to the uniqueness of the experience, space, and emotional intensity of air travel. These new digital screens offer brands unparalleled flexibility to deliver contextual and relevant messages in a busy, pedestrian, high-dwell environment.”
In September, airport passenger numbers across the JCDecaux Airport portfolio, which includes Auckland, Christchurch, and Queenstown Airports, reached 97 per cent of pre-COVID levels*. The eight digital high-spec 4K screens offer impeccable quality imagery and full motion video capabilities at eye-level. Several high-profile brands, including The Warehouse, ANZ Bank, Steinlager, TVNZ, and Woolworths, are leveraging the new and improved screens to display video creative, in a range of durations from eight to 15 seconds.
Suzanne Breslin, Head of Planning (TWG), OMD, said: “For The Warehouse, advertising in the airport environment is a valued component of our communications plan, allowing us to extend our screen strategy and get our video content in front of light TV viewers. Wait times at baggage claim delivers high frequency and deeper engagement with our message.”
The upgrade of the Auckland domestic baggage claim screens means JCDecaux’s entire network of baggage claim screens, across Auckland, Christchurch, and Queenstown Airports, is now digital.
Ten existing digital baggage claim screens have also been upgraded in the international terminal to the same larger, crisper model of screen, and 15 per cent more power efficient. Additionally, Auckland International Airport’s two Premium Lounge screens, strategically positioned to impact passengers exiting the Air New Zealand Koru, Qantas, Emirates, and Emperor lounges, have been replaced with 37 per cent larger screens.
NOTES *September 2023 total airport passenger numbers (international and domestic) combined across Auckland, Christchurch, and Queenstown Airports, versus September 2019.