JCDecaux Airport secures £2m cross-platform campaign at Heathrow

by Maisie McCabe, Media Week 16-Sep-08, 14:25

LONDON - JCDecaux Airport has signed a cross-platform deal, thought to be worth about £2m, with a major Nigerian bank, which is designed to reach all travellers coming through Heathrow's terminal five and more than 90% of passengers using terminals one, two and three.

The campaign has been launched by Intercontinental Bank to highlight the opening of its first UK branch in Leadenhall Street in London last week and to target high-end travellers.

This is the first time Intercontinental Bank has advertised at Heathrow. The deal was booked directly with a Nigerian media company, Strategic Solution Media.


Adekunle Ade-Onojobi, brand management consultant for Intercontinental Bank and chief executive of Strategic Solutions Media, said London was a strategic addition to Intercontinental Bank's global expansion.

Richard Malton, marketing director of JCDecaux Airport, said the Intercontinental Bank campaign was "exceptional". "It encompasses Heathrow's most sought-after sites in a year-long holding, on a scale that is unprecedented," he said.

JCDecaux Airport has said it is looking to oil-rich countries across the world to replace cutbacks in countries hit by the credit crunch. The group recently booked a campaign with another Nigerian bank, the Guaranty Trust Bank, which was also organised directly with Nigeria.

Recently, Emirates airlines purchased the old Concorde site at the entrance to Heathrow. An Emirates-branded three-quarter-length version of the new Airbus 8330 now stands where Concorde did for 20 years.