Dior has its first new fragrance in 20 years, choosing APN Outdoor and Sydney Airport for Australia's only out-of-home campaign for the perfume.
Dior has launched 'Joy', its aptly named, first new fragrance in 20 years, with Parfums Christian Dior Travel Retail choosing advertising by APN Outdoor at Sydney Airport to be Australia’s only out-of-home campaign for the launch.
The campaign features The Hunger Games star and academy award winner Jennifer Lawrence and can be seen on the digital screens within Heinemann Tax and Duty Free at the T1 International terminal.
APN Outdoor CEO James Warburton says he's delighted to be a part of the moment in fashion history.
“Sydney Airport is the gateway to Australia and the perfect location for luxury good marketers wanting to reach an engaged audience in a premium shopping precinct, just as they are ready to spend", he says.
The decision from Parfum Christian Dior Travel Retail to use Sydney Airport as the only location for any out-of-home advertisements for Joy follows the opening of the first Maison Christian Dior pop-up boutique at the airport.
Sydney Airport, a key airport for Dior within the Asia-Pacific region, was one of just three airport locations across this region to feature the French luxury label’s exclusive range of candles, fragrances and soaps.
"Christian Dior is a brand synonymous with luxury and sophistication and aligns perfectly with Sydney Airport’s retail strategy of delivering the best of global and local brands," Sydney Airport general manager of retail Glyn Williams says.
