Throughout the month of November, Total’s branding can be seen on over 160 faces of columns, light boxes and wall wraps in Terminals 1 and 3. The centerpiece of the campaign is a 35 sqm experiential space in Terminal 3, featuring a splendid real Formula 1 race car, two interactive video game stations and a scalectrix track for radio-controlled car races. This experiential space is the biggest stand that Dubai International Airport has ever had.
“Our client Total always strives for technological advancement that can set a benchmark for the industry. When it comes to marketing and promotion around Formula 1, we decided to streamline our effort on only the most effective and powerful media and do something big. The campaign in Dubai Airport is effective as it helps us reach and engage precisely the high-profile audience and raise the Group’s brand awareness in the region,” said Wolfgang Ruch, International Account Director at Vizeum, Total’s central media buying agency.
Johan Krafft, Territory Manager (APAC/MEA) of PSI, the UK-based media buying agency for Total, added, “PSI is the market leader specializing in airport advertising and we know exactly what kind of campaign would give the biggest impact. Dubai Airport is the absolute choice on the media plan for this Formula 1 campaign as it allows brand exposure at and interaction with a premium audience for Total.”
Yoann El Jaouhari, Sales and Marketing Director of JCDecaux Middle East, said, “Dubai International Airport is growing at an incredible rate achieving over 15% year-to-date1 increase in passenger numbers. It is not only a regional hub but a key player on the map of global aviation, which makes the Airport a very impactful media, attracting international brands and world-class events. We are glad to see advertisers with interest outside Dubai onboard, such as FIFA World Cup sponsors, Aldar, Qatar 2022 and Qatar Foundation. The Total campaign is brilliant and it recognizes the Airport as one single platform efficiently communicating and engaging its mass target audience.”
Saturday, November 13- 2010 @ 13:45 UAE local time (GMT+4) Replication or redistribution in whole or in part is expressly prohibited without the prior written consent of Mediaquest FZ LLC.