The world’s leader in digital payments, Visa, has launched a digital advertising campaign in Concourses B and C of Dubai International Airport’s flagship Terminal 3 to promote card usage targeted at outgoing travelers. Running over the summer peak traffic period, Visa’s campaign is displayed on the Boutique Digital Network, a network of digital screens strategically placed to follow the passenger journey through the airport.
Visa is the first brand to take advantage of the JCDecaux’s network dynamic targeting capabilities to push customized visuals based on a set of rules. Two hours prior to a flight departing for one of the three selected cities - London, Paris or New York -  customized advertising messages are displayed on all the screens in the network leading to this particular boarding gate. The customized visuals for New York, Paris and London display key landmarks of the respective cities and invite travelers to navigate in that city without cash. For all the other destinations or when there is no flight scheduled to the target destinations, a generic advertising message is displayed on the remaining network screens.
Leveraging on the targeting capabilities offered by the JCDecaux’s Boutique Digital Network, Visa is engaging with passengers in the right way by making its content contextualized and relevant.
The Visa campaign is running until end of September in Concourses B and C of Terminal 3 in Dubai International.