New research reveals a significant disability gap in advertising. 22nd October 2026 JCDecaux Reach today revealed new research, "Representation in the Real World", in partnership with The Diversity Standards Collective, highlighting a significant gap, and opportunity, for brands in Out-of-Home (OOH) advertising. The research shows that 4 in 5 disabled people rarely or never see themselves represented in OOH advertising (80%, compared to 72% across all media), despite strong engagement with the channel. Crucially, 9 in 10 disabled people (91%) would be more likely to consider a brand if it included a disabled person or story in its OOH campaign. OOH advertising, demonstrating a clear commercial opportunity for brands that get representation right. Disabled audiences are not only present in OOH environments, but are actively engaging with them. Over 4 in 10 people with physical disabilities (43%) and neurodiverse individuals (41%) see OOH advertising at least four times per week, compared to just 28% of non-disabled audiences. In addition, one in three disabled people report paying moderate or higher attention to OOH advertising, reinforcing the channel's ability to capture attention at scale. Together, these findings highlight a clear imbalance: high reach and attention, but low representation. The opportunity for brands is significant. The collective spending power of disabled people and their households in the UK, known as the "Purple Pound", is estimated at £274 billion annually, with some estimates as high as £446 billion when total household spending is considered. Rich Miles, CEO and Co-Founder of The Diversity Standards Collective, said: "Brands shouldn't confuse putting someone in an ad with genuinely including them. Our research with JCDecaux shows that disabled people notice the difference between tokenism and representation grounded in real lived experience. They responded much more positively to normality, humour, joy and disabled people simply living their lives. The best way for brands to get that right is simple: bring disabled people into the process from the start, listen to their experiences and use that insight to create advertising that is more relevant and effective for everyone." In addition to demonstrating the scale of OOH's reach, the research shows that how disabled people are represented matters. Disabled audiences responded positively to representation grounded in lived experience, particularly when disability was shown as part of everyday life rather than treated as a standalone story. Importantly, this effect extends beyond disabled audiences, with 74% of non-disabled respondents also more likely to consider brands that include disabled people in OOH campaigns, creating a powerful halo effect. "Brands that actively address accessibility, prioritise natural pause points, and diversify their representation have a real opportunity to win the hearts and minds of all consumers," said Thanh Catachanas, Director, JCDecaux Reach. "OOH advertising exists in shared, everyday environments and should reflect the communities it reaches. This research shows that authentic representation isn't just the right thing to do, it's a proven driver of engagement and growth." The research also outlines clear steps for brands looking to get this right. To connect with disabled audiences effectively, brands should focus on three key principles: * Prioritise authenticity over tokenism - representation must be grounded in real lived experience * Design for accessibility from the outset - campaigns should be easy to read, navigate and engage with in real-world environments * Reflect the diversity of disabled experiences - moving beyond a single stereotype to show disability as part of everyday life Together, these approaches help ensure campaigns are not only inclusive, but more effective for all audiences. JCDecaux has also developed a methodology to help brands put these insights into action. Using publicly available data, JCDecaux has identified the most accessible OOH environments across its UK network digital and classic sites. Combined with best-practice guidance on creative and planning, this enables brands and agencies to deliver campaigns that are both inclusive and effective, helping to close the representation gap. JCDecaux Reach is the company's programme dedicated to helping brands connect with diverse and underrepresented audiences through Out-of-Home advertising. By combining community insight, creative best practice and data-led planning, Reach enables brands to deliver campaigns that are both more inclusive and more effective.

Emirates, Dubai Airports and JCDecaux launch VIP Arrivals Digital Gate at DXB. The new digital media platform at Dubai International Airport Terminal 3 aims to enhance luxury brand engagement with First and Business Class passengers Emirates, Dubai Airports and JCDecaux have unveiled the VIP Arrivals Digital Gate at Dubai International Airport (DXB) Terminal 3, offering luxury and premium brands a new platform to engage with high-value passengers. Located within the dedicated Emirates Chauffeur Service area in Terminal 3 Arrivals, the digital media gateway is designed to reach Emirates First and Business Class passengers as they arrive in Dubai. The installation features two large-format landscape screens, each measuring 12 sqm, alongside two double-sided digital columns measuring 4.8 sqm each, providing six digital advertising faces. The platform aims to create opportunities for luxury and premium brands to connect with affluent travellers through targeted digital campaigns at a key stage of their journey. The launch builds on the strategic partnership between Emirates, Dubai Airports and JCDecaux Dicon, with a shared focus on enhancing the passenger experience through digital innovation and premium airport infrastructure. Emirates Group EVP Corporate Communications, Marketing and Brand Boutros Boutros said: "Our First and Business Class customers expect a seamless and elevated experience from door to door. The VIP Arrivals Digital Gate brings a fresh dimension to our dedicated Chauffeur Service area, while offering selected brands a distinctive opportunity to reach a highly sought-after audience." Dubai Airports Chief Commercial Officer Eugene Barry added: "We are committed to delivering an exceptional experience for our guests across every touchpoint. The VIP Arrivals Digital Gate at Terminal 3 enhances our arrivals environment with a smart digital platform that complements our premium service offering, and reflects DXB's position as a leading platform for luxury travel and innovation." JCDecaux Middle East & Africa CEO Martin Sabbagh said: "The launch of the VIP Arrivals Digital Gate at DXB Terminal 3 is a powerful illustration of the strength and ambition of its partnership with Dubai Airports and Emirates. "By combining an exclusive location, a highly affluent audience and state-of-the-art digital formats, we are creating a unique media platform that enables brands to deliver impactful and memorable campaigns at one of the most premium touchpoints of the passenger journey."

More by the Shore aims to drive footfall to Leith and Newhaven. October 16, 2026 Businesses in Leith and Newhaven suffered when this summer's Princes St fire disrupted travel down Leith Walk. Chastened by that experience, Leith hospitality businesses and shops have banded together to access Scottish Government support for a new campaign promoting their neighbourhood. More by the Shore is funded through the £5 million announced by ScotGov to support recovery from the Princes Street fire, administered by the City of Edinburgh Council. The campaign is free for businesses to join. Around 30 have signed up so far from 50-plus expressions of interest and outreach by the Forever Edinburgh team, who stressed that there is still time for businesses to get involved. The Princes St fire on July 9 stopped trams running to Leith and Newhaven throughout the bulk of this year's festival season, only resuming on 29 August. Anna Lagerqvist Christopherson, owner of the Victoria Bar on Leith Walk, said: "When the trams stopped, its trade dropped by around 10% almost overnight. "The convenience of the trams makes visiting Leith and Newhaven easy and the area is very much worth visiting," she stressed. "The trams are back and there's a lot happening here this autumn and winter, with Cocktail week in October, Victoria's 20th Anniversary Month in November and some Scandinavian Hygge in December and January. Now's the time to come and see us." More by the Shore is laid out as a five-month campaign, featuring three main activations aimed at building 'awareness, inspiration and demand' for the range of local businesses and experiences offered by Newhaven and Leith, from the top of the walk down to The Shore and everywhere in between. It starts with More by the Shore Specials, running from 1st October to 8th November, showcasing the unique dishes, drinks, products and experiences available in the neighbourhood. Some have been created for the campaign and others already on their menus and shelves, alongside discounts, two-for-one deals and added-value offers. Businesses taking part include Leith Makers, The Royal Yacht Britannia and Fingal Hotel, Victoria Bar, The Scotch Malt Whisky Society, Loud & Clear, Pekoe Tea, Portal Leith, Griffen Fitness and Qupi Café. More by the Shore then moves into two further stages, covering the festive season, one of the busiest trading periods of the year, and January and February, traditionally the quietest. Both of these stages will include a partnership with itison which sees Forever Edinburgh delivering a programme of 40,000 sponsored vouchers for use at participating businesses in the area. Anyone spending £5 on a voucher will have their money doubled to receive a £10, and in the new year, Residents with an EH postcode can enjoy an enhanced voucher offering, spending £7.50 for a £15 voucher in return, with the cost of savings covered by the campaign. Lothian Buses, Edinburgh Trams and JCDecaux are key partners in the campaign, with More by the Shore promoted across the city through bus and tram advertising and outdoor digital displays, alongside a full media campaign and new video and photography of the areas which will be shared for free with local businesses for use in their own marketing. Leader of the City of Edinburgh Council, councillor Jane Meagher, said: "I am delighted to see the campaign launching, promoting the fantastic shops, restaurants, bars and other businesses in Leith, the Shore and Newhaven. "I know that businesses in these areas were severely affected by the disruption following the Princes Street fire, at a time of year that they usually rely on for an increase in sales. It is only right that Sltn Awards do all Sltn Awards can to help these businesses get back on their feet - which is why a large portion of the Scottish Government funding package has been set aside to support this. "The campaign aims to encourage more people to visit and spend money in these wonderful areas of the city. From exclusive products, offers and discounts and special events, there's something for everyone."