This January, American Airlines, one of the world’s leading carriers, has collaborated with JCDecaux Airport to produce an impressive, stand-out advertising installation at Terminal 3, Heathrow Airport as part of a year-long contract.
Situated on the exterior of the temporary Flight Connection Centre (FCC), adjacent to the Terminal apron, this unique advertising site has been constructed to target those passengers using the exclusive American Airlines business and first-class lounge, positioned directly opposite, informing them of plans to introduce “a brand new plane every week until 2017”.
With clear sight lines through the lounge entrance windows, the prominent 33.6m wide by 4.7m high banner is unmissable to 100% of American Airlines lounge users, whilst also targeting those additional Heathrow passengers using the flight transfer transit service.
As well as successfully promoting the American Airlines brand, the banner gently mocks the temporary FCC structure, using the humorous message, “Apologies, this building is blocking the view of our brand new planes.”
Janice Herrington, Client Sales Director at JCDecaux Airport said: “We are thrilled to have been approached by American Airlines to collaborate with them on this exciting new advertising initiative. This site has become the largest advertising opportunity in the JCDecaux Airport portfolio and will certainly meet our client’s objectives of reaching that elite American Airlines audience”.
Stephen Davis, Director, Global Marketing Strategy at American Airlines said: “This bespoke placement created in partnership with JCDecaux allows us to reinforce our key product proofpoints to loyal flyers in our Admirals Club, as well as highlight American’s $2bn investment in the travel experience to those passengers flying other airlines.”