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Hong Kong International Airport AdvertisingHong Kong International Airport Advertising
Media KitMedia Kit
JCDecaux TransportJuly 2009
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JCDecaux GroupWorldwide Outdoor Experts
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Leaders in Outdoor AdvertisingLeaders in Outdoor Advertising
Country? Country?Country?ParisLondon Barcelona
JCDecaux No.1: Worldwide in transport advertising:
325 transport contracts in metros,Buses, tramways & trains.
Worldwide in street furniture advertising
European billboard advertising
Worldwide in airport advertising: 165 concessions in 17 countries.
Outdoor advertising in Asia-Pacific.
Self-service bicycles.
JCDecauxreaches an estimated293 millionpeople worldwideevery day.
The Group has operations in 55 countries with a presence in 3,418 cities.
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Number 1 in Asia PacificNumber 1 in Asia Pacific
Tokyo Hong Kong Bangkok
Strong regional presence in the most dynamic markets:
Australia China* India Japan Korea Malaysia Singapore Thailand
* includes Hong-Kong & Macau
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Prime Corporate ValuesPrime Corporate Values
Quality With 45 years international experience, JCDecaux is committed to delivering the best quality products
maintained to the highest standards considering their impact on urban life Providing in-house maintenance with approximately 4,000 personnel installing, cleaning and
changing posters
Design JCDecaux works closely with 50 celebrated international designers and has a dedicated team of 110
engineers and designers employed in an integrated design studio The group owns 211 patents linked to innovation and ensures its design is adapted to cities and
architecture
Innovation A passion for innovation exists in every project, in every country and every city. It’s the very heart-
beat of JCDecaux A team of specialists deploys JCDecaux Innovate solutions internationally
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JCDecaux Transport
No.1 Hong Kong outdoor advertising
No.1 worldwide for airport advertising with
concessions in 141 airports
1st in Asia airport advertising – 7 airports
4th busiest international airport
1st busiest airport in Asia
48.6 million passengers in 2008
2008 Awards: World Best Airport
Hong Kong Hong KongInternational Airport (HKIA)
JCDecaux Airport
Hong Kong Airport MediaHong Kong Airport Media
Asia’s international financial centre
Main hub in Asia and as major gateway to/from
China
Within 5 hours to reach half world's population
World’s freest economy
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HKIA Facts & FiguresHKIA Facts & Figures
5. Europe 9.3%4. Japan 10.9%3 Taiwan 18.2%2. China 18.9%1. Southeast Asia 22.3%
5. Bangkok 31.6M4. Tokyo 32.3M3. Singapore 36.2M2. Dubai 36.5M1. Hong Kong 48.6M
More than 155 destinations with over 70 airlines, 40 cities in Mainland China
No. of Terminals: 22008: 48.6 million
Sources: Airport Authority Hong KongAirport Council International (Last Update on Mar 2009)
Passenger FiguresPassenger Figures
Top 5 Airports in AsiaTop 5 Airports in Asia
Top 5 DestinationsTop 5 Destinations
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HKIA Passenger ThroughputHKIA Passenger Throughput
36
38
40
42
44
46
48
50
2005 2006 2007 2008
Million
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44
47.848.6
Accumulated growth of 18.5% in 4 consecutive years
Source: Airport Authority Hong Kong
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WorldWorld’’s Busiest Airports Busiest Airport
1st: London, GB (LHR)5th: Frankfurt, DE (FRA) 2nd: Paris, FR (CDG)
4th: Hong Kong, CN (HKG)
3rd: Amsterdam, NL (AMS)
Top 5 by Passenger Throughput 2008
Source: Airport Council International (Last Update on Mar 2009)
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Major Gateway to ChinaMajor Gateway to China
Beijing Dalian
Qingdao
Shenyang
TianjinJinan
ShanghaiHangzhou
Nanjing
Kunming
Wuhan
Chongqing
Chengdu
Guangzhou Xiamen
Xian
Harbin
Changchun
Xuzhou
Ningbo
Suzhou
Zhuhai
Dongguan
Guiyang
Zhengzhou
TaiyuanShi Jiazhuang
ZhongshanFoshan
Yantai
Nantong
Lanzhou
Over 70 Airlines Flying Daily to More Than 155 Destinations,Over 70 Airlines Flying Daily to More Than 155 Destinations,Including around 40 cities in Mainland China Including around 40 cities in Mainland China
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HKIA Passenger Profile
Superior user profile in HKIA in terms of income and Superior user profile in HKIA in terms of income and education level means a stable group of discerning education level means a stable group of discerning customerscustomers
A good mix of International and Mainland travelersA good mix of International and Mainland travelers
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HKIA Passenger ProfileHKIA Passenger Profile
6.37 per yearAverage No. of TripsAverage No. of TripsFemale 39%Male 61%GenderGender50 and above 6%35 - 49 29%25 - 34 36%Below 25 28%Age GroupAge GroupVisitors 40-45%Leisure 42%
Business 58%Reason for TravelReason for Travel
Source: ACNielsen Research on Advertising Effectiveness at HKIA, 2007
Terminating 31%Originating 29%Transfer & Transit 40% Traffic StatusTraffic Status>130,000 dailyAverage Daily Average Daily PaxPax FlowFlowSecondary 15%College or above 85%Education StatusEducation StatusOther 22%Blue Collar 7%White Collar 15%PMEB 56%Occupation StatusOccupation Status
Passenger ProfilePassenger Profile
Hong Kong Population
HKIA PassengersHK$20,000
HK$53,0002.5 times
Monthly household Monthly household income is 2.5x income is 2.5x higher than general higher than general populationpopulation
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Passenger by NationalityPassenger by Nationality-- DepartureDeparture
A good mix of international and Chinese travelers
Mainland China 18%
Taiwan 14%
SE Asia20%
Japan 9%
Europe 13%
USA / Canada 10%
Others 5%
South Korea5%Australia / N.Z.
6%
Mainland China Taiwan SE AsiaJapan Europe USA / Canada Australia / N.Z. South KoreaOthers
Source: HKSAR Immigration Department June 2009
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Passenger by NationalityPassenger by Nationality-- ArrivalArrival
Around 65% passengers from Asia which 36% from Greater China region
Mainland China 23%
Taiwan 13%
SE Asia18%
Japan 8%
Europe 12%
USA / Canada 10%
Australia / N.Z. 6%
South Korea5%
Others 5%
Mainland China Taiwan SE AsiaJapan Europe USA / Canada Australia / N.Z. South KoreaOthers
Source: HKSAR Immigration Department June 2009
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Passenger Dwell TimePassenger Dwell Time
An inescapable exposure time in an environment with no interference and 100 % dedicated to travel
Extensive dwell time in a receptive mindset for passengers that generates advertising impact
Transit/Transfer passengers
Departing passengers
Arriving passengers
2h55
2h50
2h05
Source: Hong Kong SkyMart Passengers Tracking Survey – March 2008
2h 40Average dwell time Average dwell time
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Excellence in HKIA AdvertisingExcellence in HKIA Advertising
Source: ACNielsen Research on Advertising Effectiveness at HKIA, 2007
Ranked as “World Best Airport” by SkyTrax Research in 2001-2005, 2007-2008
Most passengers consider advertisements at Hong Kong Most passengers consider advertisements at Hong Kong International Airport better than other airports:International Airport better than other airports:
BlendBlend--in and enhance airport ambience in and enhance airport ambience –– 75%75%
Variety of advertising formats Variety of advertising formats –– 70%70%
Design of advertisements Design of advertisements –– 70%70%
Attractiveness of advertising Attractiveness of advertising –– 67%67%
Innovativeness / Innovativeness / interactivenessinteractiveness of advertisements of advertisements –– 67%67%
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High Impact AdvertisingHigh Impact Advertising
75% respondents state that they are interested in knowing more a75% respondents state that they are interested in knowing more about the bout the products after seeing their advertisements or promotions at HKIAproducts after seeing their advertisements or promotions at HKIA
Nearly half (47%) of the respondents consider they are more likeNearly half (47%) of the respondents consider they are more likely to make ly to make purchases or use the services after seeing the advertisements orpurchases or use the services after seeing the advertisements or promotionspromotions
Overall the advertising at HKIA is seen by 68% of airport users,Overall the advertising at HKIA is seen by 68% of airport users, with the with the advertising awareness slightly higher among the following groupsadvertising awareness slightly higher among the following groups::
-- Passengers from Mainland China (71%) and Europe, Africa, and MiPassengers from Mainland China (71%) and Europe, Africa, and Middle ddle East (72%)East (72%)
-- Well wishers (76%) and Departing Passengers (74%)Well wishers (76%) and Departing Passengers (74%)
80% of Air Passengers think that HKIA advertisements are impactful
Source: ACNielsen Research on Advertising Effectiveness at HKIA, 2007
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Overview of HKIAOverview of HKIA
1. Terminal 12. Terminal 23. North Concourse4. South Concourse5. Central Concourse6. Northwest Concourse7. Southwest Concourse8. Regal Hotel9. Asia World Expo10. Sky Pier11. Sky City Marriott Hotel12. Golf Course
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2
12
1110
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8
7 6
54 3
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Map of HKIAMap of HKIA
5/F
7/F
6/F
3/F
Terminal 1 Terminal 2
Departure immigrationArrival Couch Area
Check in CounterRetail Shops
Entertainment ZoneRetail ShopsFood Court
Landside: Arrival Greeting HallAirside: Arrival Concourses Airside: Baggage Reclaim Hall
Departure: Duty Free Shopping AreaDeparture Concourses
Landside: Check in AreaLandside: Retail ShopsAirside: Departure ImmigrationAirside: Retail ShopsAirside: Food Courts
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Departure Flights DistributionDeparture Flights Distribution
5. South ConcourseCathay Pacific
Dragon Air
Singapore Airlines
Qatar Airways
1. North ConcourseBritish Airways
Air China
China Eastern
China Southern
Dragon Air
Korean Air
Philippine Airlines
Quantas Airways
4. Southwest ConcourseCathay Pacific
Japan Airlines
Dragon Air
Thai Airways
3. Central ConcourseAir China
China Eastern
China Airlines
Continental
China Southern
Cathay Pacific
Dragon Air
Malaysia Airlines
Nippon Airways
Northwest Airlines
Singapore Airlines
Virgin Atlantic
2. Northwest ConcourseEva Airways
Air China
China Eastern
China Southern
Cathay Pacific
United Airlines
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5
4
3
2
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Shopping at HKIAShopping at HKIA
No. 1 Airport in Asia for Retail
Over 260 retail shops at both terminals
Over 40 top tier luxury brand boutiques
70% outlets inside the restricted area and 30% located in the non-restricted area
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Passenger Flow
Duty Free Location MapDuty Free Location Map
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1
53
54a
2829
30
3132
33
34
36
54b
3938
3
4
56789
1011121314151617
18
19
58b
20
58
5721
4445
46
47
4849
42
41
27
56
2655
22
58a
51
40
B23
Duty Free Area
Cen
tral
C
onco
urse
To South Concourse
To North Concourse
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Shops at Duty Free AreaShops at Duty Free Area
1. The Plaza
2. Sound and Vision enriching life
3. Free Duty
4. Temptation Duty Free
5. Montblanc
6. Versace
7. Tiffany & Co.
8. Bvlgari
9. Celine
10. Gucci
11. Chanel
12. Hermes
13. Loro Piana
14. Prada
15. Coach
16. Bally 17. Cartier 18. Temptation Duty Free
19. The Atrium
20. Sounds and Vision enriching life
21. Free Duty
22. Hugo Boss
23. Ermenegildo Zegna
26. Baccarat
27. Loewe
28. Chow Sang Sang Jewellery
29. Omega
30. Hugo Boss
31. Salvatore Ferragamo
32&33. Gucci
34. Jimmy Choo
36. Tumi
38. The Peninsula Boutique
39. Caviar House & Prunier
Seafood Bar 40. Samsonite Black Label
41. Polo Ralph Lauren42. PORTS 1961
44. Dunhill
45&46. Polo Ralph Lauren
47. Burberry
48. The Magic of Hong Kong Disneyland
49. Swarovski
51. David Yurman
52. Multi-media Lounge
52a. Starbucks Coffee
53. Giorgio Armani Cosmetic
54a. Bottega Veneta
54b. MAC
55. DAKS
56. Van Cleef & Arpels
57. Master of Time
58a. Bvlgari
58b. Chow Tai Fook Jewellery
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HKIA Advertising FormatsHKIA Advertising Formats
Unique media solutions to build brand awareness in a luxurious and prestigious environment, lasting impression is guaranteed
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Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium
Key Benefits: Giant in size offers high visual impact
Effective brand building tool
Secondary Icon & Lightbox on Glass Balustrade Bulkhead Column Mounted Lightbox Column Lightbox Lightbox on Glass Wall Frontlit Billboard Exterior Billboard Primary Icon Lightbox
Premium Media
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Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium
Lancome – Secondary Icon & Lightbox on Glass Balustrade
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Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium
Prada – Bulkhead Column Mounted Lightbox
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Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium
Christina Dior- Column Lightbox
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HSBC - Lightbox on Glass Wall
Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium
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Allianz - Frontlit Billboard
Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium
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Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium
Chivas Regal - Exterior Billboard
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Advertising Format in HKIA Advertising Format in HKIA –– PremiumPremium
Chow Tai Fook – Primary Icon Lightbox
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Advertising Format in HKIA Advertising Format in HKIA –– DigitalDigital
Key Benefits: Innovated technology to stimulate attention and
increase impact
Multiple displays to showcase range of new product features
Strategic locations to capture quality audiences
Digital Business Network Digital Duty Free Network
• Free Standing Digital Panel in 70”• Column Mounted Single-sided digital panel in 65”• Triangular Type Free Standing Digital Panel in 65”
Digital Media
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Advertising Format in HKIA Advertising Format in HKIA –– DigitalDigital
SG Bank – Digital Business Network
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Advertising Format in HKIA Advertising Format in HKIA –– DigitalDigital
DAKS - Free Standing Digital Panel in 70”
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Links of London - Column Mounted Single-sided digital panel in 65”
Advertising Format in HKIA Advertising Format in HKIA –– DigitalDigital
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Remy Martin - Triangular Type Free Standing Digital Panel in 65”
Advertising Format in HKIA Advertising Format in HKIA –– DigitalDigital
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Advertising Format in HKIA Advertising Format in HKIA –– SpecialSpecial
Key Benefits: Impressive and acts as alternatives to traditional
formats
Stimulate brand awareness
Power Pole Glass Lift Wrap Poster on Wall Binnacle Wrap Airbridge Interior Wrap Wrap on Glass Balustrade Baggage Trolley
Special Media
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Advertising Format in HKIA Advertising Format in HKIA –– SpecialsSpecials
1010 – Power Pole
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Advertising Format in HKIA Advertising Format in HKIA –– SpecialsSpecials
Cathay Pacific – Glass Lift Wrap
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Advertising Format in HKIA Advertising Format in HKIA –– SpecialsSpecials
Visa – Poster on Wall
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Advertising Format in HKIA Advertising Format in HKIA –– SpecialsSpecials
Lancome – Binnacle Wrap
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Advertising Format in HKIA Advertising Format in HKIA –– SpecialsSpecials
RBS – Airbridge Interior Wrap
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Advertising Format in HKIA Advertising Format in HKIA –– SpecialsSpecials
Intel – Wrap on Glass Balustrade
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Advertising Format in HKIA Advertising Format in HKIA –– SpecialsSpecials
VISA – Baggage Trolley
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Key Benefits: Innovative formats to maximize advertising creativity
Engage target customers to enhance effective communication
MultiMedia Wall Arrival LED TV with Lightbox Internet Lounge
Motion and Interactive Media
Advertising Format in HKIA Advertising Format in HKIA –– Motion and Interactive MediaMotion and Interactive Media
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Advertising Format in HKIA Advertising Format in HKIA –– Motion and Interactive MediaMotion and Interactive Media
Visa – MultiMedia Wall
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Advertising Format in HKIA Advertising Format in HKIA –– Motion and Interactive MediaMotion and Interactive Media
Bank of China -Arrival LED TV with Lightbox
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Key Benefits: Effective two-way communication can be achieved by
face-to-face interaction
Strategic locations to target customers
Terminal 1• Check in Hall• Duty Free Area
Terminal 2• Arrival Mainland Coach Lounge Area
Exhibition Site
Advertising Format in HKIA Advertising Format in HKIA –– Exhibition SiteExhibition Site
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Advertising Format in HKIA Advertising Format in HKIA –– Exhibition SiteExhibition Site
Citibank – Exhibition Site (Check in Hall)
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Advertising Format in HKIA Advertising Format in HKIA –– Exhibition SiteExhibition Site
Clinique – Exhibition Site (Duty Free Area)
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Advertising Format in HKIA Advertising Format in HKIA –– Exhibition SiteExhibition Site
Marriott – Exhibition Site (Terminal 2)
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Lightbox Network
Network Benefits: Guarantee exposure due to repetitive presence
Up to 100% coverage of arriving and departing passengers
Advertising Format in HKIA Advertising Format in HKIA –– Lightbox NetworkLightbox Network
Over 15 packages with variety of lightboxformat and tactically located throughout theairport undoubtedly be seen by all passengers
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Advertising Format in HKIA Advertising Format in HKIA –– Lightbox NetworkLightbox Network
David Yurman – Check in Free Standing Lightbox Network
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Advertising Format in HKIA Advertising Format in HKIA –– Lightbox NetworkLightbox Network
Oracle – Lightbox on Binnacle, Departure Concourses Network
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Advertising Format in HKIA Advertising Format in HKIA –– Lightbox NetworkLightbox Network
Allianz – Arrival Concourses Lightbox Network
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Advertising Format in HKIA Advertising Format in HKIA –– Lightbox NetworkLightbox Network
Natixis – Baggage Reclaims Lightbox Network
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Banner Network
Network Benefits: Up to 100% coverage of arriving and departing passengers
Various formats to suit your needs
Advertising Format in HKIA Advertising Format in HKIA –– Banner NetworkBanner Network
Variety of banner format and tactically locatedthroughout the airport undoubtedly be seen byall passengers
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Advertising Format in HKIA Advertising Format in HKIA –– Banner NetworkBanner Network
Estee Lauder – Check-in Ceiling Banner Network
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Advertising Format in HKIA Advertising Format in HKIA –– Banner NetworkBanner Network
Chanel – Duty Free Pillar Wrap Network
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Advertising Format in HKIA Advertising Format in HKIA –– Banner NetworkBanner Network
Chivas Regal – Duty Free Column Banner Network
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Advertising Format in HKIA Advertising Format in HKIA –– Banner NetworkBanner Network
AUDEMARS PIGUET – Arrival Central Concourses Banner Network
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Advertising Format in HKIA Advertising Format in HKIA –– Banner NetworkBanner Network
Credit Suisse – Arrival Hall Walkbridge Banner Network
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Portrait Exterior Billboard Totem Mega Glass Balustrade Lightbox
New Product in 2009
Advertising Format in HKIA Advertising Format in HKIA –– New ProductNew Product
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Advertising Format in HKIA Advertising Format in HKIA –– New ProductNew Product
Subject to final approval by Airport Authority
Portrait Exterior BillboardPortrait Exterior Billboard Mockup PhotoMockup Photo
Available Date: August 2009Available Date: August 2009
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Advertising Format in HKIA Advertising Format in HKIA –– New ProductNew Product
Subject to final approval by Airport Authority
TotemTotem Mockup PhotoMockup Photo
Available Date: August 2009Available Date: August 2009
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Advertising Format in HKIA Advertising Format in HKIA –– New ProductNew Product
Subject to final approval by Airport Authority
Mockup PhotoMockup PhotoMega Glass Balustrade LightboxMega Glass Balustrade Lightbox
Available Date: November 2009Available Date: November 2009
Contact Us for More Details!Contact Us for More Details!
For inquiries, please contactJCDecaux Transport - Airport Advertising TeamTel : (852) 2111 0111 / (852) 2862 7240Fax: (852) 2110 1407 Email: airport@jcdecaux.com.hk