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JC Decaux is to rebrand its airport sites worldwide as JCDecaux

Airport in a bid to market its airport concessions as a global network

to advertisers and agencies. The name change will see Sky Sites,

JCDecaux's UK airport concession, rebranded as JCDecaux Airport from

June 11.

JC Decaux claims to have the largest airport network in the world,

owning sites in 140 airports including in the US, France, Spain and Hong

Kong.

Currently, the sites trade under a range of different names such as AP

Systemes in France and Pearl & Dean in Asia.

As part of the rebrand, JC Decaux has established a global sales centre

in London, under the banner JCDecaux Airport Sales. It is headed by

international sales director Guy Cheston. He is developing bespoke

packages for advertisers, which pull together the group's portfolio of

sites worldwide.

The team has already developed a summer campaign for Vodafone involving

'departure' sites in UK airports, and 'arrival' sites in Mediterranean

airports in France, Spain and Portugal. The package enables Vodafone to

target holidaymakers with a campaign to persuade them to call home or

use text messages as an alternative to postcards.

Don Sperring, managing director of JCDecaux Airport, said: "The launch

of JCDecaux Airport means that we now have a single branded global

network which has London as its epicentre. We will now seek to develop

our client base to advertisers who don't have airports on the schedule."