Hong Kong International Airport Media Kit 2011 Jul - JCDecaux Group

Media Offer 2011Hong KongInternational AirportPICTURE HEREUpdated Version: July 2011

IndexJCDecaux GroupHong Kong International Airport (HKIA) AdvertisingHKIA BackgroundPassenger ThroughputPassenger ProfileBenefits of HKIA AdvertisingHKIA MapsMedia Offer 2011ImpactDominateTargetDigitalTouchInnovatePromoteSponsorAppendixContactsMedia Offer 2011 2

JCDecaux GroupJCDecaux – No.1 Outdoor Advertising Company in the Worldreaches an estimated300 million people worldwideevery day.The Group has operations in 56 countries with a presence in 3,612cities.ParisJCDecaux No.1• Worldwide in Outdoor Advertising• Worldwide in street furniture advertising• European billboard advertisingLondon• Worldwide in airport advertising:184 airports in 18 countries• Worldwide in transport advertising:401 cities in 15 countries• Outdoor advertising in Asia Pacific• Self-service bicyclesShanghaiMedia Offer 20113

No. 1 in Asia PacificJCDecaux Airport, World leader in airport advertisingWe are the largest airport advertising company in the world, with 10 keyworldwide airports and operates airport advertising businesses in 18 countriessuch as London Heathrow, Paris Charles de Gaulle, Frankfurt, New York JFK,Los Angeles, Beijing, Shanghai, Singapore and Hong KongHong KongHong KongBeijingMacauMedia Offer 2011 4

Hong Kong International Airport (HKIA)• Main hub in Asia and major gateway to and from China• The busiest international airport in Asia*• 3 rd busiest international airport in the World*• Within 5 flying hours to half of the world's population• Named the World’s Best Airport nearly 40 times**‣ “World’s Best Airport” - UK aviation research institution Skytrax for 8 times since2001‣ World’s Best Airport among facilities serving 40 million-plus passengers – AirportsCouncil International Airport Service Quality Awards, 2007-2011For detail information of HKIA Awards, please refer to Appendix No.1Sources: *Year to date International Passenger Traffic December 2010 by Airport Council International, updated in Mar 2011** Airport Authority Hong Kong, updated in Apr 2011Media Offer 2011 5

HKIA Passenger Throughput77% Growth since Opening in 1998• 51.5 million passengerthroughput in financialyear 2010/11*• Strong growth rate in2010/11:‣ +9.7% 9.7% YOY growth*Source: *Airport Authority Hong Kong, updated in Jul 2011Media Offer 2011 6

HKIA – World’s Busiest AirportsTop 5 International Passenger Throughput 20101 st : London, GB (LHR) 5 th : Frankfurt, DE (FRA)2 nd : Paris, FR (CDG)4 th : Dubai, AE (DXB)3 rd : Hong Kong, CN (HKG)Sources: Year to date International Passenger Traffic December 2010 by Airport Council International, updated in Mar 2011Media Offer 2011 7

HKIA – Connecting China and the World100 Airlines Flying to about 160 Worldwide Destinations,including around 45 cities in Mainland ChinaHarbinChangchunSkyPier DestinationsShenyangYinchuanBeijingDalianShi JiazhuangTianjinYantaiLanzhouTaiyuanJinanXianQingdaoZhengzhouXuzhouNanjingNantongSuzhouChengduWuhanWuxiShanghaiHangzhouChongqingNingboNanchangWuishanWenzhouGuilinGuiyang ChangshaFuzhouMeixianShantouGuangzhouXiamenKunmingDongguanFoshanZhongshanZhanjiangZhuhaiShekouHaikouFor detail information of Departure flights and airlines,Sanyaplease refer to Appendix No.2Media Offer 2011 8

Reaching the Most Elite Group of Discerning AudienceHKIA – Passenger ProfileMean Age*Mid 30sGender*Male 55%Female 45%Average No. of Trips*7.7 per yearTraffic Status**Transfer & Transit 34%Originating 33%Terminating 33%Occupation Status*PMEB >50%White Collar 23%Blue Collar 10%Education Status*College or above 85%Secondary 10%Monthly Household Income*HK$52,000(Non-local outbound passengers)Passenger by Market*(Non-local outbound passengers)1. Mainland China 26%2. Taiwan 18%3. South & Southeast Asia 16%4. Europe, Africa & Middle East 12%5. USA, Canada, 11%Central & South America6. Japan 8%7. South Korea 5%8. Australia, New Zealand & 4%South Pacific• Monthly household income is 3 times higher than general population (HK$18,000***)• Over 50% are PMEB (Professionals, Managers, Executives and Businessmen)• Equal mix of international and Asian travelersSource: *HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2010**Airport Authority Hong Kong Jan to Dec 2010 Figures, updated in Mar 2011***Population and Household Statistics Analyzed by District Council District 2010, Census and Statistics Department, updated in Mar 2011Media Offer 2011 9

“ Airports are the symbolic gateways to a city, a country.”Fundamental beliefs that convey the essence of an airport:The airport is:A place of discovery and pleasureA promise of travelA cosmopolitan locationA prestigious environmentA gateway to the worldA worldwide status benchmarkBenefits of Airport Advertising- Sir Norman Foster, Architect and Designer of HKIAAlmost 100% of the frequent flyers consider that airport advertising givesbrands an international status with a cosmopolitan dimension, andthese brands are considered Top-of-the-range.Source: JCDecaux Airport Stories by Opinionway, 2010Media Offer 2011 10

Benefits of HKIA AdvertisingInescapable dwell time in a captive environment in a receptive mindset:Average dwell time nearly 4 hrs*For detail information of passenger dwell time, please refer to Appendix No.380% of air passengers think that HKIA advertisements are impactful**72% respondents are interested in knowing more about the products**70% passengers are likely to purchase after seeing their advertisementsor promotions at HKIA**68% of airport users see the advertisements in HKIA**67% find the advertisements attractive**83% consider the advertisements in HKIA enhance the airport ambience**Source: *HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2010**HKIA Advertising Effectiveness Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2009Media Offer 2011 11

Digital Trend• A research study* on Digital Outof Home Media in London Airportshowed that:‣Digital OOH media is one ofthe fastest growing medium inadvertising: +57% 2007/08year-on-year growth by format‣87% stated that animateddigital ads would definitelygrab their attention• Over 65% of airport users agreethat Digital Panels are effective indelivering the advertisingmessage**Source: *JCDecaux Airport Eye-Tracker Survey, 2009**HKIA Advertising Effectiveness Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2009Media Offer 2011 12

Overview of HKIATERMINAL 2TERMINAL 15Level 6:1Departure Level 7:Non-restricted Area:Check-in Hall, Retail ShopsRestricted Area:Immigration Area, Retail Shops,Food Courts2415Non-restricted Area:Food Court, EntertainmentZones, Retail Shops6Level 5:Non-restricted Area:Check in Hall, Retail Shops2Departure Level 6:7Level 3:Restricted Area:Duty Free Shops, DepartureConcourses3Arrival Level 5:Non-restricted Area:Meeters & Greeters HallRestricted Area:Arrival Concourses, BaggageReclaim Hall4 NSC North SatelliteConcourse:Restricted Area:Departure Concourse, BoardingArea, Retail Shops3T1 T2 SPFor detail information of North Satellite Concourse and SkyPier,please refer to Appendix No.4 & 56789Non-restricted Area:Tour Coach Station, RetailShopsRestricted Area:Immigration AreaSKYPIER8Level 4:Restricted Area:Air-to-Sea Level, Retail Shops9Level 3:Restricted Area:Sea-to-Air Level. Check-inCountersMedia Offer 2011 13

HKIA – Premium Retail ProfileRetail Profile in HKIA• Over 280 retail shops, over80 catering outlets and 4entertainment zones at bothterminals• 42 top tier luxury brandboutiques at East Hall andWest Hall, Terminal 1• Wide variety of shops in goodmix of categories thatincludes shopping, dining andentertainmentMedia Offer 2011 14

Shops at HKIAMedia Offer 2011 15

2011 Media OfferReach 100%of theairportaudience inone hit withpremiumlocations &outstandingformats.Surround100% of theaudiencewith static ordigitalnetworks toAchieverepetitionand recall.Communicatewith yourdesiredtarget: rightaudience,right time,right location.Differentiateyour brandwith digitaland cuttingedgetechnology.Interact withyouraudiencethroughpractical andengagingsolutions.Innovatethrough newforms andways ofadvertisingwhateveryour mediacategory is.Compelconsumersto action atpoint-ofsaletoincreasefootfall.Associateyour brandto agenuineairportservice.IMPACTDOMINATETARGETDIGITALTOUCHINNOVATEPROMOTESPONSORMedia Offer 201116

ImpactPICTURE HERE• Stand out in a cluttered environment with our range of impactful media solutions• Gain a competitive advantage with extensive area coverage and airport architecturalintegration• Display your brand message in a highly visible and well-traveled areaIMPACTMedia Offer 2011 17

Impact – Media OfferT1 Terminal 1Departure Pre-Immigration LightboxExteriorExterior BillboardNSCBulkhead Column Mounted LightboxTotemInternational Clock LightboxNSCMega Glass Balustrade LightboxArrival Pre-immigration BillboardT1 T2 SPIMPACTMedia Offer 2011 18

Departure Pre-Immigration LightboxCanon - Lightbox on Glass Wall(Terminal 1, Departure Level 7, Check-in Hall, Non Restricted Area – right before immigration)Media Offer 2011 19

Bulkhead Column Mounted LightboxErmenegildo Zegna – Bulkhead Column Mounted Lightbox(Terminal 1, Arrival Level 5, Arrival Greeting Hall, Non-Restricted Area)Media Offer 2011 20

TotemWinter Olympic - Totem(Terminal 1, Departure Level 6, Departure Central Concourse, Restricted Area)Media Offer 2011 21

International Clock LightboxLinks of London – International Clock Lightbox(Terminal 1, Departure Level 7, Check-in Area, Non-Restricted Area)Media Offer 2011 22

Mega Glass Balustrade LightboxDeutsche Bank – Mega Glass Balustrade Ligthbox(Terminal 1, Arrival Level 5, Baggage Reclaim Area, Restricted Area)Media Offer 2011 23

Arrival Pre-immigration BillboardGucci – Pre-immigration Billboard(Terminal 1, Arrival Level 5, Pre-immigration Area, Restricted Area)Media Offer 2011 24

Exterior BillboardLancôme - Portrait Exterior Billboard(Main access road to the terminal buildings)Media Offer 2011 25

DominatePICTURE HERE• Maximize impact and spread your message to a vast airport audience• Maximize your reach and brand exposure with our dominant media offerings andsurround 100% of your audience to achieve repetition and recallDOMINATEMedia Offer 2011 26

Dominate – Media OfferT1 T2 Terminal 2Terminal 1NSCNSCAll Departure Frequency NetworkAll Arrival Frequency NetworkAirbridge Interior AdvertisingAll Departure Frequency NetworkAll Arrival Frequency NetworkNSC North SatelliteConcourseAirbridge Interior AdvertisingT1 T2 SPDOMINATEMedia Offer 2011 27

All Departure Frequency NetworkCitibank – Lightbox on Binnacle(Terminal 1, Departure Level 6, Departure Concourses, Restricted Area)Media Offer 2011 28

All Arrival Frequency NetworkShanghai Tang – Lightbox on Wall(Terminal 1, Departure Level 5, Arrival Concourses, Restricted Area)Media Offer 2011 29

Airbridge Interior AdvertisingHSBC – Airbridge Interior Advertising(Terminal 1 and North Satellite Concourse, Departure and Arrival Levels, Restricted Area)Media Offer 2011 30

TargetPICTURE HERE• Connect directly to your target audience• Our targeted media solutions allow advertisers to maximize their reach and brandingeffortsTARGETMedia Offer 2011 31

Target – Media OfferT1 T2 SPTerminal 2Terminal 1SkyPierNSCBaggage ReclaimFocus NetworkGreater ChinaNetworkBaggage ReclaimFocus NetworkGreater ChinaNetworkGreater ChinaNetworkNSC North SatelliteConcourseNSCExhibition SiteExhibition SiteGreater ChinaNetworkT1 T2 SPTARGETMedia Offer 2011 32

Baggage Reclaim Focus NetworkZenith – Baggage Reclaim Focus Network(Terminal 1, Arrival Level 5, Baggage Reclaim Hall, Restricted Area)Media Offer 2011 33

Greater China NetworkChina UnionPay– Greater China Network(Terminal 1, Departure Level 6, Departure Concourses, Restricted Area)Media Offer 2011 34

Exhibition SiteChivas – Exhibition Site(Terminal 1, Departure Level 6, Duty Free Area, Restricted Area)Media Offer 2011 35

DigitalPICTURE HERE• We offer digital solutions with added flexibility with creative impact.• Propel your brand to the forefront of consumers with eye catching and dynamic solutions.DIGITALMedia Offer 2011 36

Digital – Media OfferT1 Terminal 1Digital Business NetworkNSCDigital Duty Free NetworkDigital Boarding Gate NetworkInteractive PanelNSCPower PoleT1 T2 SPDIGITALMedia Offer 2011 37

Digital Business NetworkCitibank – Digital Business Network(Terminal 1, Departure Level 7, Restricted Area – right after immigration)Media Offer 2011 38

Digital Duty Free NetworkTumi – Digital Duty Free Network(Terminal 1, Departure Level 6, East Hall, Restricted Area)Media Offer 2011 39

Digital Boarding Gate NetworkSG Bank – Digital Boarding Gate Network(Terminal 1, Departure Level 6, Departure Concourses, Restricted Area)Media Offer 2011 40

TouchPICTURE HERE• Stimulate your audience and achieve a competitive advantage through our dynamicmedia offering.• Associate your brand with a clever passenger service to provide immediate productbenefit and brand association.TOUCHMedia Offer 2011

Touch – Media OfferT1 Terminal 1Interactive PanelNSCNSCT1 T2 SPTOUCHMedia Offer 2011

Interactive Panel1O1O – Digital Interactive Panel(Terminal 1, Departure Level 6, Departure Central Concourse, Restricted Area)Media Offer 2011 43

InnovatePICTURE HERE• Provide advertisers with differentiation through new and innovative ways of advertising.• Enhance brand recall and efficiency to a cluttered market place.INNOVATEMedia Offer 2011

Innovate – Media OfferT1 Terminal 1Power PoleNSCNSCT1 T2 SPINNOVATEMedia Offer 2011

Power Pole1O1O – Power Pole(Terminal 1, Departure Level 6, Departure Central Concourse, Restricted Area)Media Offer 2011 46

PromotePICTURE HERE• Incite buyer impulse with our range of PROMOTE media offerings.• Deliver point-of-sale recall for effective communication in direct proximity to passengers atthe airport.PROMOTEMedia Offer 2011 47

Promote – Media OfferT1Terminal 1NSCSecondary Icon & Lightbox on Glass BalustradeDuty Free Column LightboxColumn Ligthbox at Level 7NSCT1 T2 SPPROMOTEMedia Offer 2011 48

Secondary Icon and Lightbox on Glass BalustradeGucci – Secondary Icon & Lightbox on Glass Balustrade(Terminal 1, Departure Level 6, Duty Free Area, Restricted Area)Media Offer 2011 49

Duty Free Column LightboxLancôme - Column Lightbox(Terminal 1, Departure Level 6, Duty Free Area, Restricted Area)Media Offer 2011 50

Column Lightbox at Level 7Estee Lauder - Column Lightbox(Terminal 1, Departure Level 7, East Hall, Restricted Area)Media Offer 2011 51

SponsorPICTURE HERE• Cleverly associate your brand with cordial passenger services to further maximize brandawareness.• Provide extensive area coverage and an original way to communicate to the massaudience.SPONSORMedia Offer 2011

Sponsor – Media OfferT1 Terminal 1T2Terminal 2 SP SkyPierNSCNSCMultimedia ZoneInternet LoungeAPM SponsorshipTV SponsorshipTrolleyAPM SponsorshipTrolleyAPM SponsorshipT1 T2 SPSPONSORMedia Offer 2011

Multimedia ZoneMockup Photo for reference onlyMultimedia Zone(Terminal 1, Departure Level 7, Area right after Immigration, Restricted Area)Media Offer 2011 54

Internet LoungeKenfair – Internet Lounge(Terminal 1, Departure Level 7, Area right after Immigration, Restricted Area)Media Offer 2011 55

APM SponsorshipKenfair – APM Sponsorship(Terminal 1, Level 1, APM Platform, Restricted Area)Media Offer 2011 56

APM SponsorshipPlaza Premium Lounge – APM Sponsorship(APM In-train, Restricted Area)Media Offer 2011 57

TV SponsorshipSamsung – TV Sponsorship(Terminal 1, Departure Level 6, Departure Concourses, Restricted Area)Media Offer 2011 58

TrolleyAmerican Express – TrolleyMedia Offer 2011 59

Appendix1. Awards of HKIA2. Departure Flights Distribution and Airline Check-in3. HKIA’s Passenger Dwell Time4. Introduction of North Satellite Concourse5. Introduction of SkyPierAppendixMedia Offer 2011 60

Appendix 1 - The Best of the BestHong Kong International Airport• Named the World’s Best Airport nearly 40 times*• “World’s Best Airport” - UK aviation research institution Skytrax for 8 timessince 2001• World’s Best Airport among facilities serving 40 million-plus passengers –Airports Council International Airport Service Quality Awards, 2007-2011• Best Airport – Travel trade publisher TTG, 2002, 2004-2010• Best Airport in China – Magazine Business Traveller China, 2006 – 2008, 2010• Most Efficient Asia-Pacific Airport – Air Transport Research Society, 2007-2010• Air Cargo Excellence – Air Cargo World magazine, 2007-2010*Source: Airport Authority Hong Kong, updated in Apr 2011Media Offer 2011 61

Appendix 2 - Departure Flights Distribution(Major Airlines)1. North Concourse3. Central Concourse4. Southwest Concourse6. North Satellite ConcourseAir ChinaAll Nippon AirwaysAir CanadaAir ChinaBritish AirwaysAir FranceAir AsiaChina Eastern AirlinesCathay Pacific AirwaysAsiana AirlinesCathay Pacific AirwaysChina Southern AirlinesDragonairEVA AirwaysCebu Pacific AirDragonairKorean AirCathay Pacific AirwaysChina AirlinesHong Kong AirlinesPhilippine AirlinesCebu Pacific AirChina Eastern AirlinesHong Kong ExpressQantas AirwaysChina AirlinesDragonairShanghai AirlinesSingapore AirlinesChina Eastern AirlinesJet AirwaysSpring Airlinesand othersDelta Air LinesKingfisher AirlinesXiamen Airlines2. Northwest ConcourseCathay Pacific AirwaysChina Eastern AirlinesDragonairEmirates AirlineEVA AirwaysUnited Airlinesand othersUpdated as of Jan 2011DragonairHong Kong AirlinesJapan AirlinesKorean AirMalaysia AirlinesQantas AirwaysSingapore AirlinesVirgin Atlantic Airwaysand othersLufthansa German AirlinesThai AirlinesTiger Airwayand others5. South ConcourseCathay Pacific AirwaysDragonairand others4and others26531Media Offer 2011 62

Appendix 2 – Airline Check-inTerminal 1 & Terminal 2 Airline Check-inStar AllianceOneworld SkyTeam Non-AllianceMedia Offer 2011 63

Appendix 3 - HKIA’s Passenger Dwell TimeAverage dwell time nearly4hrsAn inescapable exposure time in a captiveenvironment with no interference and 100 %dedicated to travelExtensive dwell time in a receptive mindset forpassengers that generates advertising impactTransit/Transfer passengers4h49minDeparting passengers(Non-local outbound passengers)Arriving passengers2h29min3h23minSource: HKIA Retail Tracking Survey conducted by Cimigo Limited, Airport Authority Hong Kong, Oct 2010Media Offer 2011 64

Appendix 4 - Introduction of North Satellite Concourse• Grand Opening in January 2010• Target primarily Greater Chinaflights and short-haulpassengers with 10 Bridge-Served Stands• 10 Retails and 2 F&B Outlets• Design for an annual handlingcapacity of 5 million passengers• 3 Minutes Connection toTerminal 1 by APVUpdated as of Mar 2011Media Offer 2011 65

Appendix 5 - Introduction of SkyPier• Provide direct transfer from airto-seaand sea-to-air passengers• Strengthen Hong Kong’sconnectivity with the Pearl RiverDelta (PRD) region and Macau(Shekou and Fuyong inShenzhen , Guangzhou Nansha,Dongguan Humen, Zhongshan,Zhuhai Jiuzhou, Macau'sMaritime Ferry Terminal andTaipa)• With 4 berths and 20 airlinecheck-in counters, the SkyPierhandled 2.2 million passengersin 2010Updated as of Mar 2011Media Offer 2011 66

ContactsContact Us for More DetailsJCDecaux Transport – Airport Advertising Sales TeamTel : (852) 2111 0111 / (852) 2862 7234Fax: (852) 2110 1407Email: airport@jcdecaux.com.hkWebsite: www.jcdecaux-transport.com.hk/hkairport.htmlContactsMedia Offer 2011 67