- Dubai Airports is inviting bids for the advertising contract of Concourse 3, the new terminal scheduled for opening late 2012, the National reports in today’s issue (22 December 2011). Concourse 3 will be exclusively used by Emirates Airline and is designed for 19m passenger annually.
Airport advertising rights are a very premium asset. JC Decaux currently holds the rights for the already existing concourses at DXB and is most likely also bidding for the new terminal. JCD holds also regional airport advertising rights at Jebel Ali located Al Maktoum International Airport, Sharjah (SHJ) and all 26 airports in Saudi Arabia. On a global scale Paris based JC Decaux has a 30% share of the world airport advertising market and a portfolio of 184 concessions in international airports, including both major Paris airports (CDG/ORY), Heathrow and Gatwick in London, JFK and La Guardia in New York, Frankfurt airport and Shanghai.
Eugene Barry, senior vice president for commercial at Dubai Airports confirmed The National that Advertising sites will include opportunities on digital screens, innovative activation platforms toengage with passengers, and conventional billboard sites. The RFI expires January 5th, 2012 and will most likely be long running multi-million dollar contract.
Digital out of Home on standard LCD displays as well as full blown LED walls are becoming the standard form of advertising in international airports besides iconic installations.