The new complex at Dubai Airport. Photo: JCDecaux Dubai International Airport (DXB) has launched a new digital hub for Emirates’ premium passengers. The initiative is a collaboration between Emirates, the airport operator Dubai Airports, and JCDecaux Dicon, a company specializing in digital advertising in public spaces.
The new complex, known as the VIP Arrivals Digital Gate, is located in the arrivals area of Terminal 3, in the dedicated Emirates chauffeur service area. It is designed to appeal to First and Business Class passengers upon arrival in Dubai, using a digital advertising environment tailored to the luxury traveler.
The complex includes two wide-format digital screens, each measuring 12 square meters, alongside two double-sided digital columns, each measuring 4.8 square meters. Together, the facilities provide six digital display surfaces, designed to show content and commercial messages in a visually uncluttered environment.
The new complex at Dubai Airport. Photo: JCDecauxThe location was chosen to allow luxury and premium brands to reach an audience with high purchasing power at a significant point in the traveler's journey, after landing and before leaving for the city.
The combination of a dedicated location, digital exposure, and content tailored to the advertising environment allows advertisers another way to reach their target audience.
The launch of the complex reflects the collaboration between the three companies, which seek to combine innovation and advanced infrastructure to improve the passenger experience. For DXB, this is another step that combines the airport arrival experience with commercial activity aimed at the luxury passenger audience.