Monday, March 25, 2013

Asahi Shimbun - Airports entice arrivals with oversized fake sushi at baggage claims

Taken from the Asahi Shimbun by YUJI SHIMOYAMA, full article here
A fake Toyama Bay-style sushi set takes a ride on the baggage carousel at Toyama Airport. (Yuji Shimoyama)
[In an effort to boost tourism,] a fake Toyama Bay-style sushi set (Giant plates of fake sushi--red queen crab, white shrimp and yellow tail among them - YUM) takes a ride on the baggage carousel at Toyama Airport. Set on the baggage carousel, the imagery is an offshoot of the ubiquitous rotating sushi bar, pieces of Japan’s famed cuisine ridding with other pieces of baggage! Other airports in Japan feature huge replicas of other food or even manga characters in the hopes that these local specialties will bring more tourists to these areas

Toyama prefectural officials said they spent about 150,000 yen ($1,600) to produce each model sushi, which measures about 50 by 80 by 35 centimeters 
Great great execution especially the use of the conveyor belt of both baggage and sushi. Out-of-Home advertising must be one of the most fun media ever.  

Muslim Tourism Surge

A recent article by the AFP last July caught my eye: "Global travel industry gears up for Muslim tourist boom". Based on a study conducted in 47 countries by Singapore-based halal travel specialist Crescentrating, along with DinarStandard, a U.S.-based firm that tracks the Muslim lifestyle market - I note some interesting points for sharing. The full article is found here.

Spending by Muslim tourists, growing faster than the global rate, is forecast to reach $192 billion (156 billion euros) a year by 2020, up from $126 billion in 2011 - Muslim-majority states such as Egypt, Malaysia and Indonesia were already favorite destinations, but non-Islamic countries are now "taking a serious look" at Muslim holidaymakers

Other findings from the survey include:
  • The availability of halal food tops the list of Muslim travelers' requirements 
  • Ranked Bangkok's Suvarnabhumi Airport the most Islam-friendly airport in a non-Muslim country.
  • Destinations such as Thailand and Australia, especially the Gold Coast, are already taking into account these travelers' needs in their services and facilities, that includes prayer rooms at airports and hotels, halal restaurants and even spas adapted to religious requirements
  • The Economist Intelligence Unit said in a March report also noted that "that meeting the needs of the world's 1.8 billion Muslims is fueling business opportunities in a range of sectors....It also notes that more than half of the world's Muslim population is aged 24 or younger, many of them well educated"
Another article popped up on my news feed today - "Guest post: Marketing to Muslim Tourists" on the Financial Times by Shelina Janmohamed of Ogilvy Noor. On a side note, I find the premise of Ogilvy Noor as "the world's first bespoke Islamic Branding & marketing consultancy agency" to be keenly au fait. I noted these interesting points for sharing. The full article is found here.

  • The Muslim consumer market, worth an estimated $2.1tn. Over 90 per cent of Muslims say their faith affects their consumption...
  • In 2011, Muslims spent an estimated $126bn on travel and tourism, an amount predicted to rise to $192bn by 2020 – and that is without counting the religious pilgrimages of hajj and umrah. This expenditure accounted for more than 12 per cent of total global outbound tourism expenditure in 2011, according to the World Tourism Organisation...
  • Global revenue from Muslim tourists is expected to rise 4.8 per cent a year over the next eight years, compared with a global average of 3.8 per cent....
  • Some Muslim travellers are looking to connect with Muslim populations in other countries to learn more about the ‘ummah’, the global Muslim nation and its heritage and, for some, visiting sites from Muslim history is important....
  • Countries with minority Muslim populations are starting to see them as assets when it comes to attracting Muslim tourists, either through food availability or as an incentive to visit the extended ‘ummah’...

Telkomsel at Soekarno–Hatta International Airport in Jakarta

Even in our advertising locations within the Soekarno–Hatta International Airport in Jakarta, Indonesia, brands such as Telkomsel and the Accor Group (Ibis hotels) have advertising specifically aimed at muslim tourists going to religious pilgrimages of hajj and umrah or for the Ramanda hotel packages respectively.

Sunday, March 24, 2013

Upside Down and Mirrored

Copenhagen Skatepark: Upside down and mirrored poster which are only readable in the puddle reflections which is ideal for an indoor skatepark.

Spotted via I Believe In Advertising

Reminds me of another great media execution by BMW using this mirror effect in one of the airports as shared in an earlier post. Brilliant.

NFC Breakthrough through VISA and Samsung Collaboration

Samsung and Visa Take NFC Mobile Payments Global - By Mashable

As mentioned in the article, this move by mobile giant Samsung and the global secure platform provided by VISA "is exactly the sort of boost NFC needs to really take off in the payments space in the U.S. and other regions that have been reluctant to adopt it."

Aside from the current use of QR codes, digital screens and real-time information pushing, NFC is the next step to in digital Out-of-Home. QR codes are successful in several campaigns worldwide has shared in an earlier post by Chris. TPM Outdoor also had a great case study on one of our billboards shared in an earlier post by Stephen. We also wrote about NFC trials taking place by overseas industry players shared in an earlier post here.

Fearfully exciting times. We are getting closer to that infamous "Minority Report" scene, shared in an earlier post and here...

Guess Tom Cruise could have paid for his purchases at Gap more easily with NFC.

CBS Outdoor Business Converting To REIT

"CBS shake-up to create outdoor ads Reit"from the Financial Times
" CBS Turning Billboard-Ad Business Into a REIT" from Bloomberg

At time of announcement, market analysts have all given a positive review of this move by CBS since it will free up cash flow and will benefit from the nature of Reits - tax exemptions and distribution of taxable income back to shareholders as dividends.

As the Bloomberg article -
"Real estate investment trusts, or REITs, have become a popular tool for companies to lower taxes and improve returns for investors. REITs don’t pay federal income taxes, with the understanding that they distribute at least 90 percent of taxable earnings to shareholders as dividends. CBS could split off the REIT as a separate stock to shareholders. ...To qualify as a REIT, a company has to invest at least 75 percent of its assets in real estate and obtain 75 percent of its gross income from rents or interest on mortgages from financing property, according to the National Association of Real Estate Investment Trusts, a Washington-based trade group."

In my humble opinion, I had always thought of the outdoor business as a form of real estate business in the first place as the mantra of "Location Location, Location" is always ringing in my ears as I present to clients on our billboards. Start with billboard location, mapping details, proximity to transport nodes and key routes, resident businesses and captive attractions and necessities; profile of target audience, journey planning and volume of passers-by, vehicular flow and viewing angles and distances etc etc.

Interesting perspective and bold action by CBS. Let's see how the execution pans out.