SkyPlaza offers new formats to advertisers

The space houses 10 different units of multimedia walls, including the Multi-Media Mega Arc, which allows advertisers to mix LED TV with conventional light boxes to fuse moving and static media.

More than HK$5 million (US$640,000) has been invested by the HKIA on promoting the new offering in conjunction with Euro RSCG and Igoo Communications.

Ads with the tagline ‘Take off on a true holiday shopping vibe’ are running in magazines and newspapers, along with outdoor executions. In addition, HKIA has teamed with Commercial Radio 2 to organise a range of celebrity events.

The new retail space boosts 100 retail shops, including a 1,200 square foot adidas store, a food court of 25 catering outlets, and an Entertainment Zone that offers Hong Kong’s first 4D ‘Extreme Screen’ cinema.

“Big brands like to advertise in a big space which can create bigger impact,” said Christina Cheng, assistant GM of the retail and advertising business unit, Airport Authority Hong Kong. “Ads in the MTR are already very cluttered, but HKIA offers high visibility to capture these targets with high spending power.”

Cheng added that passenger traffic has risen to 44 million in the past 12 months.