JCDecaux is launching the first Bluetooth campaign around its airport network.
The company will be running the campaign around its digital screens at Heathrow for the health club Rejuve. The campaign will run for a month offering a free day’s membership to passengers booking a treatment at the health club.
JCDecaux says more advertisers are due to follow in the coming months, with the offer of Bluetooth exclusivity on the screens. Richard Malton, marketing director of JCDecaux Airport, says the long waiting times at airports make them an ideal environment for Bluetooth campaigns.
He adds: “Passengers have the time and the inclination to interact with ads, particularly when the downloads provide real value.”
It is hoping to attract other advertisers such as hotels or travel guides to run campaigns.
JCDecaux has developed its Bluetooth network across its 37 screens in terminals one and three at Heathrow. The screens are attached to the flight information displays – which research shows the average passenger consults six times while waiting for their flight. Passengers can receive content such as movies, music and other downloads from any part of the departure lounge.