JCDecaux Airport thrives in Brexit uncertainty

JCDecaux Airport

 

As a standalone commercial unit of the main UK business, JCDecaux Airport saw the threat of Brexit uncertainty and turned it into opportunity. We focused our commercial strategy on the decreased value of the pound, which would see an increase of affluent travellers from BRIC nations travelling to the UK and taking advantage of the exchange rate.

Another commercial direction we decided to focus on during economic uncertainty within the UK, was to promote the low value of the pound to international advertisers who could book stand out campaigns with budgets in stronger currencies, enabling us to offer great value deals for a highly desirable, hard to reach audience in a unique, captive environment.

Brands running campaigns could also amplify creatives by using innovative dynamic technology and airport data to personalise messaging displayed on Digital Out-of-Home screens to target these specific audiences with contextually relevant messaging linked to anything from native language of destination, to weather, to trending news topics.

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