JCDecaux’s ultimate digital icon ‘The Wave’ debuts at DXB Airport

Following the extension of the exclusive partnership with Dubai Airports until 2028, JCDecaux, an outdoor advertising company worldwide and primarily in airports, has implemented an ambitious media roll-out in 2019 and early 2020 aiming at transforming the airport experience for passengers while offering iconic communication platforms to brands.

JCDecaux is now introducing ‘The Wave’, the ultimate digital innovation at Dubai International’s (DXB) Terminal 3 Arrivals. Unmissable and intriguing, this gigantic 87sqm curved screen is set to grab the attention of 100% of the arriving passengers on their way to exit baggage reclaim. Strategically located in a high dwell time area, ‘The Wave’ is the last touchpoint for passengers, making it the iconic gateway to the city of Dubai.

The first-of-its-kind in an airport environment, this transformational media now offers an outstanding opportunity for advertisers to associate their brand with the global economic recovery and re-connect with their audiences delivering an immersive brand experience as passengers exit the airport.

‘The Wave’ aims to further transform the passenger experience at DXB.

The launch of this innovative concept is timely as Dubai Airports works to accommodate the steady ramping up of flight operations at DXB in recent weeks following the resumption of scheduled services earlier in June-July.

“We welcome this latest iconic feature to DXB’s vibrant advertising category. The Wave offers brands a dynamic platform to impress visitors to Dubai and delivers a unique visual experience for every arriving traveler. It is also tangible evidence of our keenness to introduce new concepts through our partnership with JCDecaux, who share our enthusiasm for innovation, creativity and excellence in customer service,” said Eugene Barry, Executive Vice President of Commercial at Dubai Airports.

Martin Sabbagh, JCDecaux CEO Middle-East & Africa, said: ‘JCDecaux is delighted to continue our long-term partnership with Dubai Airports reinforcing the position of Dubai International as a unique innovative media platform to reach travelers. This iconic state-of-the-art digital advertising platform is offering an unprecedented value proposition for brands while enhancing the overall passenger experience at DXB’.

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