L’Oréal’s Biotherm Homme brand has splashed David Beckham across key duty free and travel retail advertising sites in Asia and Europe as it steps up its ad campaign featuring the former footballer.

In May in Thailand, two billboards of 288sq m and 80sq m were used on the main road connecting Bangkok to Suvarnabhumi airport which presented the Biotherm Homme brand to all departing passengers arriving by road transport.

L’Oréal Travel Retail believes that the investment will have attracted some of the 38m tourists visiting Thailand of which eight million were Chinese (source: Thailand Tourism Authority 2015 data).

Earlier this month on 6 June, a 30-second spot highlighting the new Biotherm Homme campaign in France. It has been broadcast on 356 screens in all Paris Charles de Gaulle terminals and Orly South and West terminals (258 at CDG, 98 at ORY).

The digital network covers 100% of departures and arrivals and is in place until 17 July.

In addition, a giant Bon Voyage SkyTouch, located outside the airport will be seen by all passengers departing CDG1, CDG2 & CDG 3 who reach the airport by road, while a backlit Greetings Voile on the road to Paris is on show at CDG 2 and CDG 3 arrivals.

Finally, travellers in the UK will also see the Beckham campaign highlighted on lightboxes and digital totems at London Heathrow’s terminals three and four, until 3 August.