Gucci Flora wafts through the air at LAX

Gucci Flora’s latest campaign in the US is writ large on JCDecaux North America’s iconic concourse portals in Los Angeles International Airport’s (LAX) international terminal. Thee larger-than-life displays allow the luxury brand to promote their latest fragrance in direct view of Duty Free.

Standing at an impressive 58 feet wide and 29 feet high, the concourse portals are some of the largest and most unique airport ad placements available. The pair catches 100% reach of departing passengers in Tom Bradley International Terminal directly at the entrance to duty free- and benefit from extended dwell times in this key pulse point.

“This eye catching creative does more than just raise brand awareness with airport audiences- this strategic placement has the ability to directly influence the purchasing decisions of passersby,” states the report posted on JCDecaux North America’s website. It also cites a recent report from M1ndset that points out that over 52% of duty free purchases are influenceable by the shopping experience and 67% of customers have purchased a new brand for the first time at a duty-free store.

Fragrances are reportedly the #1 most purchased item at duty free, and along with cosmetics make up 56.9% of the market share in stores.

Photo credit: JCDecaux North America