Mercedes-Maybach is leveraging JCDecaux Elite to advertise their new family-oriented SUV
In the ever-evolving landscape of the automotive industry, the remarkable surge in the popularity of luxury SUVs stands out. Having undergone a metamorphosis, transforming into high-end symbols of status, these once utilitarian vehicles now make up nearly 50% of new luxury vehicle sales. With their brand-new GLS SUV, Mercedes is jumping on this trend, leveraging our nationwide private aviation network to directly target potential buyers.
Holiday Travel
The allure of advertising in private aviation has become increasingly attractive, with the US now accounting for nearly half of the global private aviation market. The holidays represent an even more ideal time- according to Priority One Jets, demand for private aviation increases 30-60% from December to February! With the seasonal trend of families heading out of town to visit family, friends, or take advantage of school breaks, this presents a timely opportunity to reach the vehicle manufacturers’ target demographic. The Mercedes-Maybach GLS, with its spacious seven-seat layout, is ideally positioned as a luxury family vehicle.
For an ultra-luxury brand like Mercedes, brand image is of the utmost importance. By advertising in private aviation terminals, the car brand is not only hyper-targeting its affluent clientele but also aligning itself with the luxury lifestyle of potential buyers.
National Coverage
Historically December has always been a strong month for luxury vehicle sales and Mercedes is ready to leverage this by expanding their OOH footprint on a national scale. In 25 private terminals across the country, passengers will be greeted with Mercedes' creative, showcasing the car and capturing the attention of travelers as they await their flights. In the past two decades alone, the global fleet of private jets has more than doubled, with Texas, Florida, and California being the largest markets, in each of which JCDecaux has a footprint across several airports.
Building excitement through Airport OOH
Beyond the ultra-luxury segment, other car brands are also utilizing airport OOH. Polestar, known for their electric performance cars, is running their digital creatives across LAX Terminals 2,3,5 and 7, to promote their new Polestar 3, expected to be available mid-2024. Los Angeles being the city with the single most EVs in the country, at 290,000 registered vehicles, makes it a logical move for an electric-vehicle brand like Polestar to target LAX travelers.
In a market as competitive as the automotive industry, brands must build excitement for new releases: this is an area where out of home shines A recent survey found that 45% of car-shoppers believe OOH ads concerning new model releases are most likely to spark their interest. Mercedes' and Polestar’s recent campaigns are perfect examples of this, showcasing how Airport OOH can build excitement among their target audience whether that be through private or commercial air travel.