World of Duty Free: Live und Full HD-Konzert

Live-Konzerte auf der sogenannten «Art Wall»

Die britische World Duty Free, eine Tochter des italienischen Autogrill-Konzerns, bringt Live-Entertainment in die Abflugterminals. Mit Live-Konzerten in den Duty Free Outlets betritt der Duty Free Retailer Neuland. Zumindest was die Übertragung im Digital-Signage-Netzwerk betrifft.

UK. World Duty Free celebrated the first anniversary of the opening of London Heathrow Airport Terminal 5 and its own duty free stores on Thursday – an occasion that included a live performance from internationally acclaimed soul singer Mica Paris.
Performing against the backdrop of World Duty Free’s digital high-definition feature wall, Paris and her guitarist entertained passengers with a mix of soul and jazz numbers and an exclusive debut performance of her new single.
Measuring seven metres wide by four metres high, and comprising 24 x 40” LCD screens mounted in portrait and landscape formats, the main feature wall combines to create the equivalent of one giant high-resolution display.
WDF Head of Digital Media Sue Gosling says the digital concept offers an innovative, high-profile showcase for World Duty Free’s brand partners.
The performance was simultaneously recorded and played throughout World Duty Free’s stores in Terminal 5 on vast digital screens, as part of the retailer’s development of its digital media platform.
“As well as offering entertainment for customers, the broadcasts also highlight the opportunities that exist for other artists to be showcased within the Terminal, as well as the significant sponsorship opportunities that exist for World Duty Free’s brand partners,» said WDF Head of Digital Media Sue Gosling. “The concept is designed to present the World Duty Free brand, the store and our brand partners’ products in a more creative, dynamic and inspiring way,” she added.
World Duty Free’s digital media concept was launched last year at the opening of T5, and includes high-definition feature walls with digital signage, mood ambient audio and is accompanied by targeted brand merchandising.
“Today’s performance by Mica and those of Natalie Anderson and Ela Soza last year highlight the success of the digital concept,» Gosling said. «Our high-definition digital feature walls not only provide a great platform for performers, but also provide opportunities for our key business partners to sponsor future acts, whilst offering them an innovative and high profile showcase for their brands.»
© 2009, The Moodie Report, Matt Willey
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