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JCDecaux has upgraded Digital Dragon’s Tail media site in ION Orchard to offer advertisers and shoppers more impactful and immersive brand experience.

Singapore, 19th March 2018 – JCDecaux SA, the number one outdoor advertising company worldwide and Singapore’s No. 1 OOH Media Company, has upgraded the iconic and highly popular Digital Dragon’s Tail media site in ION Orchard to offer advertisers and shoppers an even more impactful and immersive brand experience.

Staying true to its commitment to bring clients and partners the best in class media offering,  JCDecaux recently upgraded all 16 units of digital LCD screens at Dragon’s Tail from 32” to 43” super HD  quality – an increase of over 80% in viewable screen area.  The screens – like JCDecaux’s other digital sites in ION Orchard -  are powered by its proprietary SmartContent content management system with unique capabilities for dynamic contextual advertising for stronger engagement with its audience, complemented by an all-new surround-sound audio system to captivate shoppers and deliver a superior brand experience unlike any other.

The Dragon’s Tail is a busy connection between the bustling ‘Beauty Street’ on Basement 2 and the Food & Beverage cluster in Basement 4. LANEIGE is the first brand to launch their all-new ‘Real Me, Real Perfect’ layering cover cushion campaign on the upgraded Digital Dragon’s Tail on 9 March 2018.

An iconic landmark on Orchard Road, ION Orchard is one of Singapore’s top shopping malls, drawing an average of 4.9 million shoppers each month. Housing over 300 retail stores - including many top international fashion and beauty brands - and F&B outlets, it is a favourite shopping destination for affluent shoppers and fashion-conscious PMEBs.


“ION Orchard offers advertisers marketing sites in strategic crossroad locations. The Dragon Tail’s expansive site, coupled with the new and larger LCD screens, provides advertisers with a unique platform to bring-to-life their campaigns in a holistic and multisensory way”, said Chris Chong, CEO Orchard Turn Developments.

Published in Downtown, Press Releases, Media