LHR T2 JCDecaux Displays Unveiled Prior To 2014 Opening
Gail Chiasson, North American Editor
JCDecaux Airport UK and London’s Heathrow (LHR) Airport recently unveiled a spectacular range of airport advertising opportunities integrated into the fabric of Heathrow’s new Terminal 2: The Queen’s Terminal.
GrandView
Following Terminal 5’s blueprint, JCDecaux Airport UK and LHR have worked alongside architects to develop a streamlined media proposition, with state-of-the-art digital screens and iconic poster sites strategically planned at the design stage of this new terminal.
When it opens its doors to the public on June 4, 2014, 13 million passengers are expected to pass through Terminal 2 in the first year. Terminal 2 will host over 100 digital screens, offering targeted digital networks alongside a portfolio of large format digital sites.
High-profile digital opportunities will include the T2 Digital Towers (11.5m x 4.8m) reaching 100% of the departing audience, T2 Motion (6.9m x 1.7m) located as passengers move through to the lounge, the Couture Portals (7.5m x 1.7m) and T2 GrandView – a three-sided exterior structure towering over the main entrance roads to the terminal.
JCDecaux Airport Management says that key opportunities for brands include the Global Gateways, Couture Towers and Baggage Hall Domination. The Global Gateways target 100% of departing passengers while the Couture Towers will reach affluent consumers located in the retail areas. The Baggage Hall Domination will offer a network of six large-format sites dominating Baggage Reclaim. Terminal 2 will also provide two zones for exciting new experiential opportunities within the check-in area.
Digital Tower
Nick Webb, head of advertising, sponsorship and expo at the airport says, ‘Advertising is part of the fabric of Heathrow. Adopting the same successful approach we initiated at T5, the advertising panels and screens were designed into the construction blueprints. It is this integration that will ensure their effectiveness. Terminal 2 is central to Heathrow’s vision of ‘Making every journey better’.”
“The airport delivers influential advertising to influential individuals,” says Julie France, managing director of JCDecaux Airport, “In a location as iconic and impressive as the new Terminal 2, we can be confident that this effect will be magnified. You’ll find an impressive range of dominating Impact panels, immersive Broadcast panels and screens, and a variety of Touch options. The interaction between these platforms and the desirable audience will further enhance Heathrow’s ability to deliver a world of advertising possibility.’
Terminal 2 will eventually serve 20 million passengers a year and be home to 23 Star Alliance airlines, as well as Aer Lingus, Virgin Atlantic Little Red and German Wings carriers.
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