JC Decaux is to rebrand its airport sites worldwide as JCDecaux
Airport in a bid to market its airport concessions as a global network
to advertisers and agencies. The name change will see Sky Sites,
JCDecaux's UK airport concession, rebranded as JCDecaux Airport from
JC Decaux claims to have the largest airport network in the world,
owning sites in 140 airports including in the US, France, Spain and Hong
Currently, the sites trade under a range of different names such as AP
Systemes in France and Pearl & Dean in Asia.
As part of the rebrand, JC Decaux has established a global sales centre
in London, under the banner JCDecaux Airport Sales. It is headed by
international sales director Guy Cheston. He is developing bespoke
packages for advertisers, which pull together the group's portfolio of
The team has already developed a summer campaign for Vodafone involving
'departure' sites in UK airports, and 'arrival' sites in Mediterranean
airports in France, Spain and Portugal. The package enables Vodafone to
target holidaymakers with a campaign to persuade them to call home or
use text messages as an alternative to postcards.
Don Sperring, managing director of JCDecaux Airport, said: "The launch
of JCDecaux Airport means that we now have a single branded global
network which has London as its epicentre. We will now seek to develop
our client base to advertisers who don't have airports on the schedule."
This article was first published on Marketing