The Moodies – OOH Campaign In-Terminal
Best OOH Campaign In-Terminal
Winner
L’Oréal Travel Retail Asia Pacific – OOH brand domination strategy
L’Oréal Travel Retail executed a high-profile Out of Home campaign across key Asia Pacific markets, securing 41 premium placements at airports in Haikou, Sanya, Shanghai, Beijing, Chengdu, Chongqing, Hong Kong, Macau, Incheon, Osaka, Singapore and Bangkok. The brand domination strategy maximised visibility for Lancôme, Prada, Helena Rubinstein, SkinCeuticals, Armani and Kérastase.
The beauty powerhouse focused on securing high-traffic panels, ensuring repeated exposure and a cohesive brand experience throughout the traveller journey. The campaign maximised engagement among a diverse international audience by employing visual storytelling and achieved a 50% share of voice across airport OOH media.
L’Oréal Travel Retail Asia Pacific used large-format digital screens in main transit areas, targeted skincare-conscious passengers in lounges, and engaged shoppers through panels in retail zones. This strategy exemplified the power of comprehensive, high-frequency advertising in the airport environment, effectively strengthening brand recognition and engagement.
What the judges said:
“The campaign’s budget was effectively used to dominate key Asia Pacific airports, achieving widespread brand visibility. The objective to create a lasting impact on travellers was clear, and the extensive coverage across 12 markets aligned well with this goal, demonstrating strategic use of resources.”
L’Oréal Travel Retail Asia Pacific used impactful brand messaging to create an immersive digital experience
The Moodie Davitt eZine
Issue 343 | 7 March 2025
The Moodie Davitt eZine is published 14 times per year by The Moodie Davitt Report (MA Travel Retail). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit www.moodiedavittreport.com and to subscribe, please e-mail kristyn@moodiedavittreport.com