The Skies of 2025 – Top 10 Airport Ad Campaigns in the Middle East

The Middle East has officially moved beyond the era of the "static billboard." In 2025, airports in Dubai (DXB), Doha (DOH), Abu Dhabi (AUH), and Riyadh (RUH) became the ultimate playgrounds for The Pentarchy—a collaborative advertising model where airlines, airports, retailers, brands, and media partners unite to create a single, seamless experience.

From high-speed racing simulations to national identity rebrands, here are the top 10 campaigns that defined airport advertising in 2025.

1. e& (Etisalat): The King of Programmatic (DXB)

By integrating real-time flight data, e& ensured their roaming plan ads only appeared at boarding gates when a specific flight was announced. This "moment-of-need" targeting resulted in the highest conversion rates seen in the region.

2. Qatar Duty Free: "Live the F1 Life" (DOH)

To celebrate the Qatar Grand Prix, Hamad International transformed into a luxury pit stop. Featuring a full-scale F1 show car and racing simulators sponsored by IWC and Givenchy, it turned the terminal into a high-octane fan zone.

3. Saudia: Rebrand (National)

More than just a new logo, Saudia’s 2025 livery update was a multi-sensory takeover. Beyond the retro-modern green and sand aircraft, the campaign introduced a signature scent and sonic identity throughout Saudi airport lounges.

4. Ploom X Advanced: The Immersive Ecosystem (DXB)

Partnering with JCDecuax, Ploom took over the smoking lounges of DXB, turning them into high-tech brand sanctuaries. By combining digital education with human "brand experts," they mastered the art of "dwell-time" marketing.

5. Lancôme: Café De La Rose (DOH)

This campaign proved that retail is better with a side of coffee. This hybrid destination allowed travelers to explore fragrances while enjoying branded French pastries, effectively blending luxury beauty with premium gastronomy.

6. Presentedby: The New Luxury (AUH)

Targeting the Gen Z traveler, this streetwear concept at Zayed International used parametric architecture and digital simulations. It looked less like a shop and more like a modern art gallery, capturing the attention of a younger, affluent demographic.

7. Qatar Duty Free: "25 Is Here" (DOH)

Celebrating a silver jubilee, QDF utilized over 1,000 digital screens for a CGI-led campaign. Floating balloons and gamified retail drops created a festive atmosphere that drove record-breaking footfall across the airport.

8. NEOM: The Future is Here (RUH/JED)

Through massive LED tunnels, NEOM allowed travelers to "walk through" The Line. These immersive renders served as both a tourism advertisement and a high-level pitch for international investors.

9. Toblerone: Pink Crush Launch (DOH)

Toblerone used "social-first" scarcity to launch their Pink Crush flavor. A massive, Instagrammable sculpture and personalized purchase certificates turned a chocolate bar into a viral social media moment.

10. HELI: Power Your Logistics (DXB)

Proving that airports are B2B powerhouses, HELI dominated the arrival halls to welcome global distributors. It was a masterclass in using an airport scale to signal industry dominance to a professional audience.

Frequently Asked Questions

1. What is "The Pentarchy" in airport advertising?

It is a collaborative framework where five key stakeholders, the airline, the airport, the retailer, the brand, and the media agency work together to create a unified and more effective consumer journey.

2. Which airport is the most popular for digital advertising in the Middle East?

Dubai International (DXB) remains the leader in volume and tech integration, though Hamad International (DOH) is the top choice for luxury and sporting "takeover" campaigns.

3. How does programmatic advertising work in airports?

Programmatic Digital Out-of-Home (pDOOH) allows brands to buy ad space based on real-time triggers, such as flight destinations, weather conditions, or passenger demographics, ensuring the ad is relevant to the viewer.

4. Why are "hybrid" campaigns (like Lancôme’s café) becoming popular?

Hybrid campaigns increase "dwell time" by providing a service (like food or relaxation) alongside a retail product, making the brand experience feel more organic and less intrusive.

5. How are Saudi airports changing their advertising landscape?

With "Vision 2030," Saudi airports are shifting toward "National Identity" branding and massive infrastructure showcases (like NEOM), focusing on attracting both tourists and global investors.