Destinations on Display: Airline and Tourism Advertising

Capturing wanderlust

With research by Vertical Leap showing that 73% of consumers ponder travel plans while navigating through terminals, airports present a fertile ground for planting the seeds of wanderlust. The combination of a travel-focused demographic and the immersive nature of out-of-home (OOH) advertising creates a potent mix for engaging travelers. These consumers, already engaged in their travel itineraries, are highly receptive to messages about destinations and airline services, making airports the perfect backdrop for impactful airline and tourism advertising.

New Mexico’s Scenic Call to Adventure

The New Mexico Tourism Department is capitalizing on JCDecaux’s coast to coast footprint across key US airports to entice travelers to explore the state's unique landscapes. Through the extensive coverage of our Prestige Digital Networks across all terminals, they are presenting a series of stunning visuals—from majestic mountain ranges to vast deserts— inviting travelers to consider New Mexico as their next adventure destination. Expedia research indicates that nearly 80% of consumers have based their travel decisions on enticing travel advertising. Additionally, by broadcasting across JCDecaux’s private aviation network, the campaign strategically targets an affluent demographic, offering them a glimpse into potential holiday retreats within New Mexico’s picturesque terrains.

Louisiana's Melodic Appeal

Following a similar strategy, Louisiana's tourism ads span several key airport markets, including LAX, DFW, HOU and PIT – airports with the highest influx of travelers destined for Louisiana. 2023 is celebrated as the "Year of the Music" in Louisiana, a state revered as the birthplace of jazz, Cajun, and Zydeco music. The ads not only highlight this rich musical heritage but also direct travelers to a dedicated website featuring upcoming events, culinary hotspots, and must-visit locales, making it a comprehensive guide for potential tourists. 

Airline Ad Elegance

For airlines, maintaining a strong brand image is crucial, not just for maintaining market share but also for promoting new services. Cathay Pacific's recent introduction of a best-in-industry business-class service exemplifies this approach. The airline chose the iconic digital landmark at Los Angeles International Airport (LAX) to showcase their new offering via a full-motion creative. LAX, with its significant international traffic and upscale ambiance, particularly in Terminal B, aligns perfectly with the luxury of Cathay's new business class. The strategic placement among high-end shops and business lounges enhances the premium message, ensuring it resonates with the targeted affluent travelers. Moreover, Cathay Pacific extends its reach to Boston Logan International Airport (BOS), utilizing digital spectaculars to tap into one of their largest U.S. markets.

Similarly, Qatar Airways leveraged various JCDecaux airport hubs to promote their new AI assistant feature aboard their planes. Utilizing programmatic buying, Qatar Airways made sure to heavy up advertising efforts during optimal day parting times, strategically targeting U.S. airports out of which they operate daily flights. This adaptive strategy not only maximizes reach but also enhances timing and relevance, key factors in effective airport advertising.

Harnessing the Spirit of Summer Travel

During this vibrant summer season, airlines and tourism boards have opportunities to effectively engage travelers. Situated at the crossroads of anticipation and exploration, airport advertising is key in guiding consumer choices, drawing more visitors to their destinations and services.