New @JCDecaux_UK Heathrow Rail Advertising Portfolio
JCDecaux Airport, in partnership with Heathrow, have completely redeveloped the Heathrow Rail advertising portfolio. The investment has funded a predominantly digital offering, presenting advertisers with the opportunity to showcase their brands on a range of state-of-the-art digital screens, reaching the entirety of the highly desirable Heathrow Rail audience.
Fraser Brown, Retail Director at Heathrow told us “We have worked closely with JCDecaux throughout the redevelopment of the Heathrow Rail advertising portfolio, and we are delighted to see this premium opportunity go live. Heathrow is a sought-after environment for advertisers, and we hope this redevelopment expands the offering for brands to communicate with our passengers.”
Heathrow Rail provides a key touchpoint for passengers arriving into and departing from all Heathrow terminals. 6.3 million passengers travel annually on the Heathrow Express, the non-stop rail service connecting London Paddington and Heathrow Central in 15 minutes. The number of people passing through this area is set to increase significantly with the imminent opening of the Elizabeth Line in 2020. This will contribute to Heathrow’s Sustainable Transport Plan which underlines their commitment to promoting public transport for passengers and colleagues.
Alan Sullivan, Managing Director, JCDecaux Airport said “The Heathrow Rail proposition has always been one of the jewels in the airport’s crown. With the opening of the Elizabeth Line, it is only going to increase in value and significance. The time was right to completely refresh and redefine the media proposition enabling advertisers to further enhance passengers’ experience at a key touchpoint in their journey”.
New additions to the portfolio include a network of 58 LCD digital screens strategically located throughout all stages of the passenger journey, the T5 Beacons – stand out branding opportunities and the immersive Heathrow Rail Walkway Motion consisting of 14 digital screens and the capability for a full surrounding wall wrap.
A major benefit of this new proposition is the audience it engages. Heathrow Rail is the UK’s most business-focused Out-of-Home environment. More than two-thirds of its audience are AB, a considerably larger proportion than that of Bloomberg and CNBC. Likewise, compared to financial press readers, Heathrow Express has the highest percentage of audience who are C-suite executives in large companies. Half of all Heathrow Express passengers are flying for business purposes, and business travellers who use the Heathrow Express take an average of 5 or more trips a year on the service.
Mark Chestney, Director of Rail at Heathrow said “Recently Heathrow Rail stations have been voted the best in the country as part of the National Rail Passenger Survey. This is not only due to the excellent customer service, but also attributable to the station environment, which the JCDecaux approach to advertising has been key in achieving”.
Advertisers already on board this cutting-edge revitalised portfolio include Visa, VMware, Tom Ford, Chopard and Remy Martin. As one of the biggest investors, Visa has booked an extensive range of the offerings including the striking 19m x 3m curved “Panorama” site, unmissable on the route from the rail station to Terminals 2 and 3.
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