Groupe ADP has appointed out-of-home advertising giant JCDecaux as co-shareholder in the future Extime Media joint venture.

The equally owned company will operate advertising activities at Paris’ Charles de Gaulle, Orly and Le Bourget Airports from the first quarter of 2023, continuing in a second phase at international airports such as Turkey’s Antalya and Milas-Bodrum.

The partnership is subject to the approval of the relevant competition authorities, where applicable.

As reported, Lagardère Travel Retail tied up with Groupe ADP earlier this month after acquiring a 49% stake in the Extime Duty Free Paris joint venture to oversee 140 beauty, gourmet, technical and fashion outlets at the aforementioned airports (to read an exclusive interview with Lagardère Travel Retail Chairman and CEO Dag Rasmussen, click here).

“We are delighted to join forces with JCDecaux to develop an ambitious and innovative advertising project within Extime Media,” commented Augustin de Romanet, Chairman and CEO of Aéroports de Paris SA-Groupe ADP.

‘Re-enchant’ the travel experience

“This project embodies all the ambitions of our new 2025 Pioneers strategic plan. Extime Media will thus have a multi-local dimension with a presence in six airports on two continents, will embody the advertising component of the more global Extime Hospitality project, and will carry strong values of innovation and sustainability.”

Jean-Charles Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, added: “We are particularly pleased to renew and extend our partnership with Groupe ADP to build together the benchmark for new airport media in France and internationally.

“With Extime Media, we want to re-enchant the visual experience in airports for the benefit of travellers and offer brands the most efficient and collaborative media platforms in the world, based on the digitisation and segmentation of journeys, data analysis and the programming of relevant and affinitive content.

“Our expertise will enable us to develop a complete, innovative and tailor-made media offering, with an extension of our scope to online inventories and screens in duty free shops, to serve the new hospitality territory of Groupe ADP.

“At a time when the airport is becoming the place for all kinds of transformations and new forms of mobility, we will actively contribute to our partner’s responsible commitments, based on JCDecaux’s CSR 2030 strategy.”