March 11 2024  |  Industry News

‘Blurring Lines’: DCVF and Schiphol Media host travel retail-related seminar

By GTR Magazine Editor

The 'Blurring Lines' seminar centered on collaborations between airports, brands, digital parties and retailers 

Creative agency DCVF and Schiphol Media hosted a ‘Blurring Lines’ seminar on March 6.

The event considered the fading boundaries between the physical and digital worlds, “offering a whole new level of possibilities in customer experience”. It provided insights into the synergy between travel retail, digital media and brand communication which is “blurring but offers amazing opportunities”.

Keynote speakers included Esmee van de Giesen, Alliance Manager Capgemini; Dick Gussen, Corendon Director of Brand & Media Partnerships; Rupert Parker Brady, Retail Strategist and Bas Komen of Albert Heijn Retail Media.

DCVF’s Martijn Nillesen highlighted co-creation as the biggest opportunity. “If airlines, airports, brands, digital parties, and retailers collaborate, then only we can provide travellers with a seamless experience. Otherwise, we will only confuse them and create stress instead of relieving it,” he said.

Maarten van Maaren of Schiphol Media, added, “By having valuable data, the effectiveness of airport media in the customer journey becomes obvious now. If we use that momentum and view the traveler experience as a joint effort, we can make even bigger steps. But we must do it together.”

Schiphol Media acts as an operator and offers media opportunities, ensuring that brands effectively connect with a diverse and global audience. Amsterdam-based DCVF specializes in influencing target groups through behavioral knowledge and has over 12 years of experience in travel retail.

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