Ad Proximity Drives In-Store Visits
LAX’s Iconic 72-foot tall Time Tower stands as a beacon, enhancing passenger experience and creating memorable impressions. Leveraging such a prominent structure in LAX’s international terminal, the airport’s retail hub for major luxury brands, automatically alludes to a sense of exclusivity and wealth. Targeting affluent customers who can travel internationally, not only engages consumers with the flexible income to afford luxury goods but also leverages the airport mindset; according to Ipsos x JCDecaux research, shopping is intrinsic to the travel experience. 85% of flyers report having spent money at the airport in the past year- and nearly half express increased comfort when it comes to purchasing luxury items in the airport as opposed to other retail locations.
As a result, major international airports are increasingly developing their terminals to create space for more luxury retailers across the country, most notably in Los Angeles, Orlando, San Francisco, and New York. The global luxury airport retail market is estimated to grow by 9.38% by 2033, explaining the significant rise of luxury retailers in international airports. As airports continue to take up more space in this industry, it becomes increasingly important for luxury brands to create captivating and memorable ads within the travel journey!
A successful example of this is Bulgari’s ‘Eternally Born’ campaign, in which they took advantage of the time tower’s proximity to their store. This direct link between the advertisement and the physical store creates an opportunity for significantly increased store visitation and resulting purchases. According to industry findings, Kantar estimates that advertisements placed near a store can lead to an increase in foot traffic by 5% to 20%, due to convenience and impulse factors.
