Schiphol | Renewed Lounge 1: More ways to advertise at Schiphol

New lightboxes, promo points and digital screens in Lounge 1 at Amsterdam Airport Schiphol.

Around two years ago the renovation in Lounge 1 started, at that point the departure hall behind security hadn’t seen any big renovations in seventeen years. Since the start of the renovations, the 24.000 square meter area has been redesigned, and today it’s a 29.000 square meter, modern and comfortable area for passengers to relax and shop before boarding their flight. The major renovation project aimed to enhance the overall passenger experience by creating a spacious and comfortable atmosphere. This meant renovating the shopping area and adding new food and beverage concepts. Every aspect of the new lounge has been thoughtfully redesigned to create an efficient space for both passengers and staff. One great example of an improvement is the creation of two separate routes in the lounge: one for departing passengers and one for arriving passengers, this also creates more options for targeted advertising.

Expansion and Modernization of Lounge 1

Due to the extra 5.000 square meter area, that was obtained by transforming the old crew center. A new open area was created in the lounge with windows on top, through which you can even see the iconic Schiphol Air Traffic Control Tower. On the right side of the walking path, a new promo point is available with a large digital curved screen. Since all passengers departing from the B- and C-gates will pass this promo point and curved digital screen, it is the perfect location to showcase your brand to passengers departing to Schengen destinations. It is also possible to book the curved screen separately, or to book our new Lounge 1 digital shopping network, allowing advertisers to tailor their campaign to their specific goals and budget. Right after the renovations, Rituals already had a successful promotion at this location.

Besides the central promo point, there are two other promo points in Lounge 1, one before and one after the shopping area. Perfect for pop-up stores, product demos, or interactive brand experiences in the Schengen area. New lightboxes and a new digital giant screen have also been added throughout Lounge 1, the lightboxes are placed mainly around the structure of the central duty free store, The Cloud. For example, a large lightbox that captures the attention of all passengers that walk underneath it, or the three-sided lightbox placed in the middle of the shopping zone that will be seen by all passengers departing from the B and C piers. The new digital giant screen is located just after security, a location that captures the attention from all passengers departing to Schengen destinations. JBL has already had a successful campaign on this screen, in combination with the digital shopping network in this area.

Arriving passengers now follow a separate route that bypasses the shopping area and leads them directly to the baggage hall. Along this arrival route, lightboxes and digital screens are available for advertisers, including one new lightbox that can be seen by arriving passengers when they go down to the baggage hall.

Who is the passenger in Lounge 1?

By separating departing, transfer and arriving passenger flows, Schiphol makes it possible to show the right campaigns to the right audience, whether that’s inspiring departing passengers to go shopping or welcoming arriving travelers with local offers and services.

Every month, between 1 and 1,6 million people pass through Lounge 1. Many are families going on holiday or friends going on a city trip, as 70% of all departing passengers travel for leisure purposes. Other key facts are that 32% of these leisure passengers live in The Netherlands, and 49% of the departing passengers in Lounge 1 is a transfer passenger, making it an international lounge too.

Business passengers are also a key group in Lounge 1, making up for 30% of all departing passengers. Over half of them are between 31 and 50 years old, and the majority flies around 4 to 10 times per year. These travelers are often heading to European cities for meetings or conferences. For brands with a business target group, advertising in Lounge 1 is a unique opportunity to reach those passengers.

With all our new media objects in different parts of the passenger journeys, and the data that we have; Schiphol Media ensures that brands are able to reach arriving, departing and transfer passengers in the new Lounge 1.

Interested in how your brand can take off in Lounge 1, get in touch with one of our Account Managers!