JC Decaux to offer passengers flight info texts in return for ads

Outdoor company JC Decaux Airport is launching an SMS initiative to help advertisers target passengers at airports such as Heathrow and Gatwick.

The outdoor company has signed an exclusive deal with Mantic Point to offer airline passengers an opt-in information service that will update them on flight and boarding details. Consumers will agree to accept two advertising texts in exchange for the service, which contains product information, special offers or sponsored news.

JC Decaux will be able to attain demographic information and journey details through deals that Mantic Point has with airlines Air New Zealand, easyJet and Monarch. Texts are individually targeted and will give details of flights and information about delays.

JC Decaux Airport marketing director Richard Malton says the company will be targeting brands such as mobile phone companies and those looking to reach “young, upmarket” consumers.

Mantic Point chief executive Michael Atherton says the demographic targeting will ensure passengers are only sent “relevant” offers.

JC Decaux holds the contract for advertising at Heathrow’s Terminal 5, and has sites in 141 airports worldwide. On March 27, it launched digital sites across its UK airports. It also introduced a Sphere 10 package, which aims to move campaigns from design to launch in ten days.

Earlier this year, it announced that it was more than doubling its airport six-sheet sites (MW April 24). It involved creating 12 new packages for advertisers around the sites, which are within 20 metres of retail outlets such as WH Smith.

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