Fly High Awards winners announced Excellence in Hong Kong International Airport Advertising recognised at top industry award ceremony

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1 For immediate release Fly High Awards winners announced Hong International Airport Advertising recognised at top industry award ceremony American Express named the Fly High Award Best Creative and 1O1O named Fly High Award Best Use of Media (Hong, 9 September 2010) Organised by JCDecaux Transport, the Fly High Awards Advertising at Hong International Airport award presentation ceremony was held on 7 th September at the Conrad Hong Hotel. With the full support of the Airport Authority Hong, the Fly High Awards aims at recognising the contributions of advertisers, media and creative professionals in Hong International Airport (HKIA) advertising. This year, a total of 11 awards were presented to winning campaigns from over 90 outstanding entries, which have uniquely capitalized on the unparalleled strengths of the Hong International Airport to promote their brands, companies or products. Sharing with the guests at the ceremony, Ms Christina Cheng, Deputy General Manager, Retail and Advertising of Airport Authority, said: Handling 46.9 million passengers for the financial year 2009/2010, Hong International Airport was ranked the world s third busiest international airport. According to our regular survey, HKIA consistently reach a group of elite audience with superior profile and spending power. Our biggest advantage is that we let brands showcase themselves in a noncluttered and award winning terminal renowned for its architectural design. The Fly High Awards finalists are testament to JCDecaux s unparalleled media offerings at the Hong International Airport. We have garnered the trust of many international brands and companies to develop creative solutions together. HKIA has been consistently voted one of the best international airports in the world, renowned for its efficiency, customer service and quality ambience. As part of this success, JCDecaux contributes in striking a harmonious balance between media quantity and overall ambience inside the terminals, benefitting passenger receptiveness of the advertisements, says Mr Stephen Wong, CEO of JCDecaux, Greater China. According to a panel of experienced and respectable judges, this year s finalists have not only demonstrated unsurpassed standards in creativity and use of media, but also adopted the latest interactive technology in the execution of their campaigns. The most prestigious awards, the Fly High Award Best Creative and Fly High Award Best Use of Media were clinched by American Express and 1O1O respectively. 14/F, Oxford House, Taikoo Place, 979 King s Road, Quarry Bay, Hong

2 Highlights of Fly High Awards Winning s: The Fly Faster campaign by American Express Int l. Inc., the winner of the Fly High Award Best Creative Award was a testimony of creativity best leveraging the unparallel advantages of the unique environment at HKIA. The campaign has employed an all-rounded mix of formats with its main visual capturing the attention of the travellers from departure to arrival. The Fly Faster campaign was also honoured with Use of Digital Media Award and Tactical Award. The Leader Speaking to Leaders campaign by 1O1O was awarded the Fly High Award Best Use of Media Award for its clever transformation of HKIA s network of media formats across different strategic locations. Power Poles at Departure Concourses enable passengers an immediate product experience. Digital Panels, Column Banners and International Clock Lightbox were also employed. In addition, the 12 Sheet Lightboxes and Triangular panels were turned into Interactive Panels. The Leader Speaking to Leaders campaign also won the Innovation Award and Integrated Use of Media Award. For the full list of winners, please refer to the appendix. -End- 14/F, Oxford House, Taikoo Place, 979 King s Road, Quarry Bay, Hong

3 Fly High Awards Advertising at Hong International Airport Award Winners List Award Advertiser Media Agency Creative Agency Poster Creative Momentum SAP Kinetic International / Mindshare NY Ogilvy & Mather Tactical Fly Faster American Express Int l. Inc. Mindshare Hong Ltd. OgilvyOne Worldwide Hong Innovation Leader Speaking to Leaders 1O1O OMD Leo Burnett Branding Chivas International Travel Trail Chivas PSI Advertsing London Euro / Tag Product Promotion J12 White Basic Chanel Ltd. MEC seethru (h.k.) limited Use of Digital Media Fly Faster American Express Int l. Inc. Mindshare Hong Ltd. OgilvyOne Worldwide Hong Integrated Use of Media Most Favourite Most Memorable Leader Speaking to Leaders Canon EOS 7D: Flying Girls Génifique 1O1O OMD Leo Burnett Canon Hong Co., Ltd L'ORÉAL - Luxury Products Division, SCENTAL - Travel Retail Asia Pacific Fly High Award - Best Creative Fly Faster American Express Int l. Inc. Mindshare Hong Ltd. OgilvyOne Worldwide Hong Fly High Award - Best Use of Media Leader Speaking to Leaders 1O1O OMD Leo Burnett 14/F, Oxford House, Taikoo Place, 979 King s Road, Quarry Bay, Hong

4 Photo Captions 1. (Left right): Ms Shirley Chan, General Manager, JCDecaux Transport; Mr Michael Yuen, General Manager, Retail and Advertising Airport Authority; Ms Christina Cheng, Deputy General Manager, Retail and Advertising, Airport Authority; Mr Stephen Wong, CEO of JCDecaux Greater China. 2. In celebrating the excellence in Hong International Airport advertising, the award presentation ceremony venue was well attended by representatives from top-tier advertisers, media and creative agencies. 3. Mr. Stephen Wong, CEO of JCDecaux Greater China emphasizes on the commitment and business philosophy of JCDecaux in building a win-win partnership with airport advertisers and their agencies during his keynote speech. 4. Mr. Stephen Wong, CEO of JCDecaux Greater China and Mr. Michael Yuen, General Manager, Retail and Advertising, Airport Authority jointly presenting the Grand Award to the representatives of Fly High Award Best Creative winner Fly Faster campaign by American Express Int l. Inc., with representatives from media agency Mindshare Hong Ltd and creative partner OgilvyOne Worldwide Hong. 5. The Leader Speaking to Leaders campaign won the Fly High Award Best Use of Media Grand Award. Mr. Stephen Wong, CEO of JCDecaux Greater China and Mr. Michael Yuen, General Manager, Retail and Advertising, Airport Authority jointly presenting the Grand Award to the representatives of winning advertiser 1O1O, media agency OMD and creative agency Leo Burnett. Picture 1 14/F, Oxford House, Taikoo Place, 979 King s Road, Quarry Bay, Hong

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