Sight Lines

Unfurling a new Wave at DXB

“Transformational.” “A first-of-its-kind in an airport environment.” “The ultimate digital innovation”. JCDecaux and Dubai Airports roll out the superlatives as they celebrate a spectacular advertising platform at the Dubai gateway this month.

Dubai Airports’ exclusive advertising partner JCDecaux officially launched ‘The Wave’, a spectacular media platform described as “the ultimate digital innovation”, in Dubai International’s (DXB) Terminal 3 Arrivals zone, earlier this month.

“Unmissable and intriguing, this gigantic 87sq m curved screen is set to grab the attention of 100% of the arriving passengers on their way to exit baggage reclaim,” JCDecaux said of the activation introduced in March but officially launched now amid DXB’s accelerating recovery from the COVID-19 crisis.

“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 Wave offers the opportunity to create an immersive brand experience at the airport

JCDecaux called the media platform “transformational” and a “first-of-its-kind in an airport environment”.

The digital concept offers an opportunity for advertisers to associate their brand with the global economic recovery and re-connect with audiences by delivering an immersive brand experience as passengers exit the airport.

In October 2018 JCDecaux extended its long-standing and exclusive partnership with Dubai Airports until 2028. As a result the company implemented an ambitious media roll-out in 2019 and early 2020 aiming at transforming the airport experience for passengers while offering new communication platforms to brands.

The launch of the 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 in June-July.

See The Wave in action at DXB in this video

“We welcome this latest iconic feature to DXB’s vibrant advertising category,” said Dubai Airports Executive Vice President of Commercial Eugene Barry.

“The Wave offers brands a dynamic platform to impress visitors to Dubai and delivers a unique visual experience for every arriving traveller. 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.”

JCDecaux CEO Middle-East & Africa Martin Sabbagh commented: “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 travellers. 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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The Moodie Davitt eZine Issue 287 | 30 November 2020

The Moodie Davitt eZine is published 15 times per year by The Moodie Davitt Report (Moodie International Ltd). © All material is copyright and cannot be reproduced without the permission of the Publisher. To find out more visit and to subscribe, please e-mail

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