Abu Dhabi Airport welcomed more than 21 million passengers last year. Credit: JCDecaux SA.

Abu Dhabi International Airport has awarded an advertising contract to JCDecaux’s Abu Dhabi subsidiary for the new Midfield Terminal.

Under the ten-year exclusive contract, JCDecaux will unveil a media platform at the Midfield Terminal, including exclusive VIP networks and 85in digital networks delivering reach and frequency and four media walls of 20m².

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With the latest transformation to digital out-of-home (DOOH), brands will be able to identify and target specific audiences.

Furthermore, they can facilitate engaging media campaigns to reach discerning travellers.

“We are delighted that Abu Dhabi Airports has chosen JCDecaux once again to partner them in this truly exciting and iconic project.”

Abu Dhabi Airports CEO Bryan Thompson said: “Our partnership with JCDecaux demonstrates our strong commitment to offer a world-class travel experience to all passengers who will be using the MTB, leveraging JCDecaux’ global expertise and innovative data approach to create a unique and engaging media platform.”

Last year, the airport welcomed more than 21 million passengers. The Midfield Terminal is expected to increase the overall capacity of the airport to 45 million passengers.

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The latest contract consolidates JCDecaux’s position in the Middle East, with an airport media platform comprising 32 airports in the UAE, the Kingdom of Saudi Arabia, the Kingdom of Bahrain and the Sultanate of Oman.

JCDecaux executive board chairman and co-CEO Jean-Charles Decaux said: “We are delighted that Abu Dhabi Airports has chosen JCDecaux once again to partner them in this truly exciting and iconic project that will turn Abu Dhabi International Airport into a major global travel hub.”

This January, JCDecaux’s Japanese subsidiary MCDecaux secured the digital advertising concession of Kansai Airports’ contract for a period of ten years.