Advertising to fly high in Dubai

JCDecaux Dicon has won an exclusive advertising contract for a new concourse at Dubai International Airport.

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JCDecaux Dicon, a subsidiary of a multinational outdoor advertising giant based in France has won an exclusive contract for a new concourse at Dubai International Airport, offering its clients access to the attention of up to 19 million passengers a year.

Concourse 3, which is to be used exclusively by Emirates Airline, is scheduled to open in the first quarter of next year, and will include 33 aircraft access points, two luxury hotels and shops covering 11,000 square metres.

A value for the advertising deal has not been disclosed. Advertising revenue is to help to fund further airport expansion plans in Dubai.

"The advertising environment in Concourse 3 is a key part of this major project to ensure a stimulating airport environment," said Eugene Barry, the senior vice president, commercial, for Dubai Airports.

"It also plays a vital role in boosting non-aeronautical revenues to fund further airport development. JCDecaux Dicon has fully demonstrated its capability at Dubai International to deliver powerful advertising solutions for the world's leading brands, and we are pleased to extend our commercial partnership to the new concourse."

Concourse 3 will have 11 floors and a capacity of 19 million passengers a year, boosting Dubai International's total annual capacity to 75 million passengers.

Dubai International is the world's fourth-busiest airport in terms of international passengers, with traffic forecast to increase by 11 per cent this year to 56.5 million passengers.

JCDecaux Dicon, which is a 75/25 joint venture between JCDecaux and its local partner Dicon, is already the exclusive advertising partner for the existing facilities at Dubai International Airport. A year and a half ago, it was also signed up as the exclusive partner for the new Dubai World Central airport.

JCDecaux Dicon's portfolio of clients includes Panasonic, Emirates NBD and Clinique.

"We have … been proactively introducing various digital media to meet our clients' needs, and at the same time enhancing the airport environment and passenger experience," said Jean-Charles Decaux, a co-chief executive of JCDecaux.