New York, NY (PressExposure) November 24, 2009 -- As Holiday travelers brace for the inevitable airport checkpoint hassle of taking off their shoes, emptying their pockets and trying to keep an eye on their laptop, the Transportation Safety Administration (TSA) is giving travelers departing from NY and NJ airports something to be thankful for. Together with JCDecaux North America, the North American arm of out-of-home advertising leader JCDecaux that handles the advertising at John F. Kennedy International, LaGuardia and Newark Liberty International Airports, they have rolled out at the three airports operated by the Port Authority of New York and New Jersey, just in time for the holidays, an innovative program that will help streamline that process and make the travelers' experience a little less stressful. The program, which is provided by SecurityPoint Media (SPM), will initially feature an ad campaign for online footwear and accessories retailer Zappos.com
The SecureTray System streamlines the check-in processes and enhances the traveler experience. The bright white color and clever advertisements in the bottom of the bins keep the mood light and cheerful. And security specific system enhancements support passenger screening objectives. The SecureTray System works in compliance with the TSA and has successfully streamlined airport check-in processes in 18 airports nationwide.
"Our goal as an out-of home advertising company is to offer maximum value to both our advertising clients and the public" said Bernard Parisot, President and co-CEO of JCDecaux North America; "The system developed by SecurityPoint Media does just that, and we are pleased to be able to implement it here".
"We don't have a right to be in that area if we don't add value," said Doug Linehan head of Commercial Operations at SecurityPoint. "So we had to look closely at the space itself; the security, the movement of people and the business it associates with."
The launch of the Zappos campaign in the NY and NJ airports follows a highly-successful advertising run during SPM's pilot program and validates the impact of the system, which uniquely positions brands like Zappos to reach frequent flyers, an elusive but highly coveted group of consumers, in a controlled and uncluttered environment. According to the Bureau of Transportation Statistics, the total number of passengers traveling through U.S. Airports was more than 809 million in 2008.
"Zappos is a visionary brand, consistently pioneering thought-provoking marketing strategy fueled by the company's marketing team and CEO Tony Heish," said Ambrefe. "Strengthening our business relationship will complement Zappos' powerful online presence with a real-world vehicle to reach the traveling consumer."
Zappos first partnered with SPM in 2007 as one of the primary advertisers to sponsor the installation of SecureTray Systems. Other major advertisers, including regional auto groups, entertainment complexes and major brands like Sony, Charles Schwab and Rolodex have seized the opportunity to sponsor the SecureTray System as the program has expanded. To date, there are 16 additional TSA-approved airports utilizing SPM's SecureTray System, including Los Angeles (LAX), Denver (DEN), San Diego (SAN), Nashville (BNA), Seattle-Tacoma (SEA), Richmond (RIC) and Jacksonville, Florida (JAX).
About JCDecaux JCDecaux S.A. (Euronext Paris: DEC) is the number one outdoor advertising company in Europe and Asia-Pacific and the number two worldwide. Key Figures - 2008 revenues: â¬2,168.6 million ; 2009 first 9 months revenues: â¬1,356.1m - JCDecaux is listed on Euronext Paris and is part of the Euronext 100, Dow Jones Sustainability and FTSE4Good indexes - NÂ°1 worldwide in street furniture (378,000 advertising panels) - NÂ°1 worldwide in transport advertising with 165 airports and over 300 transport contracts in metros, buses, tramways and trains (329,500 advertising panels) - NÂ°1 in Europe for billboards (224,500 advertising panels) - NÂ°1 in outdoor advertising in Asia Pacific (201 700 advertising panels in 44 different cities) - NÂ°1 worldwide in self service bicycles - 936,000 advertising panels in 55 countries - 9,250 employees