IAAC Cambodia, a leading international airport advertising company, successfully hosted a media launch event to celebrate its partnership with Cambodia Airport Investment Corporation Ltd. (CAIC) for a 10-year advertising concession at the Techo International Airport.
The event, held on October 24, 2024, at Koh Pich City Hall, Phnom Penh, brought together key stakeholders, including Oknha Charles Vann, Director of CAIC; Matthew Tan, Director of International Projects, Changi Airports; and representatives from Foster + Partners. Distinguished media representatives and industry leaders also attended.
In his opening remarks, Oknha Charles Vann shared key insights, including into the progress made for the construction of the Techo International Airport. CAIC has invested USD 1.29 billion to develop the new greenfield capital city airport for Cambodia. The airport is now 88.6 per cent complete, thanks to the hard work of over 17,000 staff and workers on site working 24/7.
Jonathan Goldsmid, CEO of IAAC Cambodia, expressed his excitement about the partnership, saying:
We are incredibly proud to achieve this significant milestone in Cambodia. We can't wait to introduce some world-class, innovative advertising solutions at Techo International Airport.
New Advertising Technology To Be Introduced At Techo International Airport
IAAC Cambodia states that it will offer cutting-edge media solutions to brands looking to increase awareness among travellers at the Techo International Airport.
“Techo International Airport is, without a doubt, one of the most technologically advanced infrastructure projects to happen in Cambodia in many, many years, so from the advertising perspective, we need to make sure that the advertising program is equally innovative and technologically advanced,” Goldsmid told B2B Cambodia. “We're installing about 1600 square metres of fine pitch LED digital screens, about 200+ 75 inch screens… but it's not just about the screens… more than that, it's the technology behind it.”
We're going to be using AI and other very advanced tools in order to be able to analyse demographics, using AI-powered cameras… to better understand how [customers] engage with the advertising. We're going to be using a lot of 3D animation – which is a big thing at the moment, called anamorphic – and we're also going to be using a lot of, what we call, real-time triggers. Let's just say, that the temperature hits a certain point, the screens can automatically change… from one message to another, so it could be saying, “apply sunscreen liberally today, it's hot outside!”. That's the type of technology we're introducing.
Goldsmid also added that the technology being introduced will also help to better tailor and target the advertising being shown to the passengers arriving and leaving on certain flight routes.
“I think one of the most exciting developments we're working on right now with a tech partner, is to make sure that if a flight is landing in Cambodia from Shanghai, and the baggage of the passengers is going to baggage carousel #2, our screens will automatically be able to update through flight information technology, so when those passengers arrive at carousel #2, rather than the advertising message being in English or Khmer, it's in Mandarin,” he said.
Watch a snippet of our interview with Jonathan Goldsmid, CEO of IAAC:
Targeting Premium Travellers And Consumers
According to the IAAC, Phnom Penh currently lacks a definitive central business district (CBD), which means the airport becomes a prime location for reaching affluent travellers. Since taking over in 2022, IAAC has rapidly grown its advertiser base from eight to over 60 brands, proving the power of airport advertising in Cambodia.
I think strategically, our overall objective is to make Techo International Airport the must have advertising platform for any brand that's looking to target premium consumers – either business decision-makers, c-suite or high net worth individuals – because this is an audience that is very, very difficult to target through conventional means.
“These people are wealthy in terms of their spending power, but don't have a lot of time to consume traditional media…But they're going through the airport every day. So we need to make sure that we're educating the market that the Techo International Airport is the place for them to be,” Goldsmid added.
Apart from that, we need to make sure that when passengers arrive from another country, they get a real sense of place as soon as they arrive… We're going to be using the screens and bespoke content to really give passengers, particularly on arrival, that initial sense of Cambodian culture and history.
To learn more about IAAC's presence in Cambodia, visit www.airportadvertisingcambodia.com.
Parts of this article were sourced from a supplied press release.
