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HK Airport Authority and French firm launch mobile digital advertising platform

According to a recent report, Airport Authority Hong Kong (AAHK) and a multinational corporation based in France, known for its bus-stop advertising systems, billboards, public bicycle rental systems, and street furniture have partnered to launch a new digital advertising platform on AAHK’s mobile app at Hong Kong International Airport (HKIA).

Passengers download the app, called HKG My Flight, to access real-time flight information, navigate through the airport and access its free Wi-Fi.

A “splash” ad for a major beauty brand will now appear when the app is opened. As customers using the app approach the duty-free zone at HKIA, their phones will receive notifications of nearby promotions. When shoppers enter their personal data into the app, they can redeem samples at the beauty store’s counters.

Digital advertising panels in the airport are now also embedded with QR codes so that passengers who do not use the app can access the website for the campaign.

Another report noted that the Hong Kong International Airport (HKIA) will welcome 10 new brands as operator Airport Authority of Hong Kong (AAHK) finalised a substantial luxury tender issued earlier this year.

The brands include several massive fashion houses and brands.

Two ‘icon’ duplex stores currently occupied by two of the major brands also feature in the mix, with the former defending its existing space and the latter due to be replaced the French fashion house and luxury retail company.

A spokesperson noted that the changeover of 34 boutiques will take place in Q2 2019 onwards and will be completed by end of 2019; icon shops occupied by two major fashion houses will changeover in Q3 2020.

As reported, revenue from retail licences and advertising grew by 1.4% to HK$7,909m ($1,007m) in fiscal 2017, ending March 2018 – a result less impressive when compared directly with the prior year’s growth return of +3.7%.

However, HKIA’s retail landscape has undergone significant changes this year as two major duty-free stores attempt to establish their respective footprints, the latter of which has today announced the launch of the ‘Joy of Gifting’ campaign at some of its stores.

In a recent interview, HKIA confirmed it was ‘satisfied’ with the performance of both concessionaires since the overhaul of their newly won outlets over the past 14 months.

According to data from CAPA\Counter Intelligence Retail (CiR) Business Lounge, total passenger traffic (including departures and arrivals on domestic and international flights) at HKIA totalled 72.9 million in 2017.

China remains the top destination for Terminal 1 international departures pax (7.2m) between October 2017-September 2018, with Hong Kong the most prolific nationality in terms of international departures pax for the same period.

Thus, it appears that the Hong Kong government is making several moves even as the year draws to an end towards sustaining its push for a smarter and better customer experience.

These moves are also all in line with the objectives laid out in Hong Kong’s Smart City Blueprint which state that the HKSAR government seeks to:

  1. Explore the provision of seamless travel experience by using facial biometrics technology including at check-in, boarding pass checkpoint and boarding
  2. Provide hassle-free travel experience for passengers by expanding mobile checking services to off-airport locations, such as theme parks, hotels, convention centres, cruise terminal, etc., and providing baggage pick up services
  3. Facilitate the use of driverless vehicles in designated places, such as the restricted areas in the airport.

Ultimately, the aim is to enable customers and citizens using the airports to enjoy easy and efficient travel with the smart airport.

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