Pure luxury at Frankfurt Airport

Traditionally, the airport is one of the most relevant advertising environments for luxury brands. The exclusive brands with which the airport has close and creative ties, even beyond their luxury shops, make above-average use of exclusive advertising locations, oversized displays and installations, and set impressive accents for their brand image within Frankfurt Airport. This is why airport advertising is now almost always the CMO's responsibility.

Accordingly, numerous market research results prove the importance and effectiveness of the airport environment. According to these, 66 per cent of the advertising at Frankfurt Airport is considered more exclusive and 57 per cent more eye-catching than at other locations. Due to this excellent environment, luxury advertising at the airport has an even stronger impact than advertising in other sectors. As a separate evaluation of the Digital Airport Walk revealed, luxury motifs at the airport attract more attention and have extremely positive effects on brand awareness and brand impact. The changes are particularly striking in the parameter Brand Awareness, where luxury advertising undergoes an increase of 102 percent in contrast to an average increase of 38 percent. All of this proves: the setting of Frankfurt Airport allows luxury advertising to really take off.

Exceptional luxury communication and 360-degree campaigns, such as those created for La Prairie at Frankfurt Airport in 2019, can expect the very best performance data and significant buying impulses. Bulgary, Bottega Veneta, Burberry, Gucci, Hermes, Longchamps, and Valentino are just some of the luxury brands that are also represented at Frankfurt Airport with their own shop and also regularly with impressive brand staging at the airport's busiest hubs. 

So, it is not surprising that at Media Frankfurt the proportion of turnover for the retail sector, which includes luxury, fashion, personal care and trade, has been 12.22 per cent on average over the past five years. Still 52.4 percent of bookings are analogue, but the digital share is an evolving 45.2 percent. Promotions account for about 2.5 per cent.