De Beers shines this festive season with targeted airport OOH campaigns across the country
November and December are not just about festive cheer; they’re crucial for luxury retailers, especially jewelers. In the United States, jewelers witness a staggering one-third of their annual revenue during these months. It’s a period marked by significant purchases, and more importantly, it’s the most popular time for marriage proposals. De Beers, with its extensive range of engagement rings and exquisite jewelry, is tapping into this seasonal surge with the impeccable timing of their out-of-home campaign.
For the luxury jewelry brand, airport OOH provides an opportunity to capture the attention of affluent travelers, business professionals, and holidaymakers, all potential customers drawn to the allure of diamonds during the season of giving.
Strategic Placements
By leveraging JCDecaux’s extensive airport advertising spaces, De Beers casts a wide net across key national travel hubs, including HOU, IAH. DFW, MIA and LAX. These strategic placements not only capitalize on the high visibility among potential customers but also coincide with the locations of De Beers’ boutiques, offering a seamless transition from the moment of ad engagement at the airport to the in-store experience in each corresponding city.
Contextually relevant creatives
The brilliance of De Beers’ campaign lies in its contextual relevance. At HOU, the ads proclaim. “Everything is bigger in Texas” while in LAX, they assert, “Natural Diamonds: The original influencer.” These localized slogans not only capture the essence of the location but also resonate with the travelers, making the message both memorable and impactful. Supporting this approach, a neuroscience study by SparkNeuro revealed that contextually relevant advertisements are 43% more engaging on a neural level, significantly increasing the likelihood of being remembered by consumers.
Reaching the top 0.1%
For a luxury brand, expanding their advertising footprint to private aviation is a logical choice. De beers’ product range includes not just accessible luxury but also exceptionally exclusive pieces, and the clientele at private airports are the perfect audience for these high-end products. The top 0.1% in the US have an average household income of $3.3 million, and FBO’s present one of the few opportunities to reach this elusive audience. Moreover, the intimate and upscale environment of private aviation lounges offers the perfect backdrop for the elegant creatives, placing their brand narrative within the lifestyle of their consumers.
While De Beers’ recent airport campaign is just one example, it illustrates the potency of well-placed OOH advertising. By choosing strategic airport locations and designing creatives that resonate with the local and international audience, De beers is leveraging the environment to enhance brand visibility and appeal.