Superstar Miley Cyrus makes an appearance in LAX with Gucci Bloom on our Concourse Portals.
Gucci’s latest campaign is in full bloom on our iconic concourse portals in Los Angeles International Airport’s international terminal! These larger-than-life displays allow the luxury brand to promote their latest fragrance in direct view of Duty Free.
Standing at an impressive 58 feet wide and 29 feet high, the concourse portals are some of the largest and most unique airport ad placements available. The pair catches 100% reach of departing passengers in Tom Bradley International Terminal directly at the entrance to duty free- and benefit from extended dwell times in this key pulse point.
This eye catching creative does more than just raise brand awareness with airport audiences- this strategic placement has the ability to directly influence the purchasing decisions of passersby. According to a recent report from M1ndset, over 52% of duty free purchases are influenceable by the shopping experience and 67% of customers have purchased a new brand for the first time at a duty-free store.
Being top of mind makes a big difference for brands in this category. Fragrances are the #1 most purchased item at duty free, and along with cosmetics make up 56.9% of the market share in stores. The competition is fierce for new launches competing against established consumer favorites in this environment.
With Miley Cyrus starring in this brightly colored, highly visible video creative, Gucci Bloom is sure to convert some airport passengers into perfume purchasers with this luxury duty free campaign.