No images? Click here #015, February 2021 —Here's our February edition of The Frame. Well, February 14th was not quite the Valentine’s Day I was hoping for. As I was making my way back to Auckland from Christchurch, our Prime Minister and her cabinet had made the decision to send us home once again. Now, while a 5 day weekend may seem appealing to many, I have become acutely aware of the effects on our category as I’m sure many of our friends at other outlets have also. This week Aucklanders again find ourselves in lockdown. While certainly not ideal, we appreciate that it's a necessity to keep us all safe. This situation is obviously not new to us and the cooperation and understanding for what is out of our control from our partners has been paramount. Their support and belief in strong Out-of-Home audiences (most of the time) means we are able to continue to focus on the future of our category and creating value for our customers. By the same token, it is absolutely our priority to remain flexible and ensure the right solution can be found for our customers where required. Outside of our core focus on customer service, our attention continues to be centred on the recovery and resurgence of our Airport portfolio. In January 930,000 passenger journeys were made across our three locations which we estimate to be coming close to a complete pre-COVID recovery, less international travellers. Our domestic airport offering once again represents the opportunity for broad reach and scalable impact. Furthermore, a majority local reach is an attractive prospect too! Airports now look towards Easter, as families and loved ones prepare to connect and share experiences in our own beautiful backyard, and equally what this represents for advertisers and brands.
Regards, Gary Rosewarne Product Update —Grafton Smartframes now live In December last year we teased the addition of two new portrait digital panels to our Smartframe Network and we are excited to announce that both are now live. The Khyber Pass Smartframe is prominently positioned at the busy intersection of Grafton Road and Khyber Pass Road, targeting the huge volume of audiences travelling outbound from Auckland CBD to Newmarket, Grafton and en route to the Eastern Bays and Southern Motorway on-ramp. While the Park Road Smartframe is strategically located at the 4-way intersection of Khyber Pass Road, Mountain Road and Park Road to maximise audience awareness and engagement as commuters travel towards Auckland CBD from Epsom and Newmarket. This panel brings JCDecaux’s Smartframe Network to eight, ring-fencing Auckland CBD and delivering advertisers more than 2M connections with Aucklanders each week. Get in touch with your JCDecaux Account Manager to find out more, including the benefits of buying the Smartframe Network pack that includes all eight frames. Seasonal opportunity —Going for Gold: The most anticipated Games ever are coming to JCDecaux Large FormatWhile COVID might have delayed the event last year, it certainly hasn’t dampened excitement for the most revered sports competition in the world, the Tokyo 2020 Olympic Games, that gears up for JCDecaux are proud to be partnering with the NZ Olympic Committee to support the New Zealand team and keep Kiwis across the nation up-to-date with real-time event results. As the exclusive Out-of-Home media supplier, JCDecaux has the rights to broadcast official Tokyo 2020 Games content across our Digital Large Format touchpoints. Like our Emirates Team New Zealand content partnership, currently live in five cities, highly-impactful Olympic Games content is sure to engage and excite Kiwis, and create a sense of comradeship for our athletes. This global event has the capacity to engage New Zealanders at a local level, with opportunities for partner brands to demonstrate their alignment with the Games via presence alongside official content displayed on the JCDecaux network. Reach and engage audiences who cannot, or will not, tune into television broadcasts and be part of the national sporting conversation. Opportunities are only available to official partner brands. If you represent an official partner brand, please get in touch with your JCDecaux Account Manager. Building Brands — Driving mental availability in a digital pure play world In a recent podcast interview with Mi-3, Menulog’s CMO Simon Cheng chats to Paul McIntyre about how Menulog, a digital native with zero physical presence, is using traditional brand-building strategies to create mental availability with audiences. Food delivery, considered an essential service, is incredibly competitive, but not exclusive, as restaurants began to appear across multiple ordering platforms last year. Differentiation via customer experience and share of revenue came to the fore, which coupled with a media-mix driven by mass awareness and strong branding, has continued to see growth for the brand. Out-of-Home plays an incredible role in creating mental availability – the idea that when you think about a certain category or item, certain brands immediately jump into your mind – ultimately driving long-term growth. Travel trends —January passenger numbers reflect strong rebound of domestic air travelThe strong demand for domestic travel continued throughout January, with over 930,000 people travelling domestically through one of JCDecaux's three airports - Auckland, This strong performance is consistent with the growing passenger numbers seen during Q4 (October- December) and reflects Kiwis' eagerness to see their country, particularly during school holidays. Tourism New Zealand is predicting 40% of people will travel outside of school holidays in 2021, so we expect audiences to remain strong through February and March until Easter, where usual seasonal peaks should manifest. January domestic passenger numbers are -30% versus January 2019. With international travel audiences making up approx. 10% of domestic travel audiences, we are moving in a positive direction, heading towards a full domestic post-COVID recovery. Campaign inspiration
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