Jet-Set Shopping: Driving Duty-free sales through OOH

L’Occitane and Dolce Gabbana are strategically utilizing our expansive large format inventory at Los Angeles and Miami International Airport to promote Duty-free sales to the ever-growing audience of international travelers.

Airport shopping isn’t just a pastime, for many travelers, it is an integral part of the travel experience. In fact, 48% of travelers globally say they enter Duty-free and other retail shops while at the airport, and with an average Duty-free conversion rate of 59%, it's evident they are ready to spend. Cosmetics and perfumes are especially popular, being the #1 most purchased category among travelers. Yet with a plethora of options available and more than half of the total Duty-free market share being made up of such products, it’s becoming increasingly important for brands to stand out.

To do exactly that, L’Occitane, Chanel and Dolce Gabbana are extending their advertising footprint across the airport to remain at the forefront of travelers' minds. L’Occitane is reaching travelers at MIA right as their airport journey begins, greeting 100% of airport travelers with our ambassadorial exterior banners. This grand first impression sets the brand apart from the competition before travelers even set foot inside the terminal.

 Furthermore, the luxury skincare brand is using motion creatives on our unique large format portals at LAX to promote their products in direct view of the airport’s leading Duty-free location. Located in a key pulse point of the airport’s busiest terminal, the brand is not only reaching all of the terminals’ departing passengers, but the creative is seen by shoppers right as they enter the Duty-free, ensuring top-of-mind, close to the point of purchase. Similarly, Chanel is leveraging our Bon Voyage wall, another large format screen near the Duty-free, to display their beautiful creatives and greet travelers as they enter Terminal B.

Dolce & Gabbana is using airport OOH to spotlight their new product launch to travelers at Miami Airport. With an artful blend of wall wrap and banner, they’re showcasing their brand-new Devotion perfume, crafting an immersive zone designed to entice and intrigue. Given that a staggering 67% of customers have discovered or purchased a new brand for the first time at a Duty-free, the engaging creative in combination with such proximity to the store is bound to intrigue travelers and elevate awareness of the new fragrance.

 Airport OOH advertising has consistently stood out as a powerful medium for both introducing new products and enhancing the visibility of existing ones. Particularly our array of unique, high-impact inventory at LAX’s Terminal B, provides incredible visibility while remaining near the airport’s Duty-free stores. With 70% of global shoppers admitting they would be encouraged to visit the airport shops after seeing advertising for products available at the airport, brands have a great opportunity to directly engage with this growing audience of airport shoppers.