JCDecaux Airport has unveiled its digital strategy for the site, due to open in March 2008, showing 280 state-of-the-art screens including four giant light-boxes and sites at the entrance to the terminal that will be seen by everyone.
The terminal will include 144 up-market shops including branches of Paul Smith, Harrods and Tiffany and a Gordon Ramsay restaurant.
Glen Wilson, deputy managing director at Posterscope, thinks the advertising at Terminal 5 is a "manifestation of the evolution that's being seen in out-of-home".
"The sheer quality of the design of media at T5 will be as good as it's possible to be," he said. "It's a showcase for the best that's available and JCDecaux has heritage in that."
Ivan Clark, managing director of destination media at Kinetic, called Terminal 5 a "Rolls Royce installation".
"I'm very interested in what we will be able to do with clients to create content that is more eye-catching, using those screens that you walk past in quick succession the way you might use the digital escalators on the Tube," he said. Clark also praised the company's plans to install digital screens on the platform of the Heathrow Express.
"There is a lot of demand from clients wanting to target an upmarket London audience and there are a lot of perfect opportunities for that here," he added.
_1.jpg)
.jpg)