Sky Sites lands pounds 200m BAA brief

Sky Sites has won a renewed pounds 200 million contract to develop and sell airport advertising for BAA.

Sky Sites has won a renewed pounds 200 million contract to develop

and sell airport advertising for BAA.

The appointment of incumbent Sky Sites to the five-year contract follows

a pitch process that started in October. TDI, Clear Channel and Scottish

Media Group made it on to the original shortlist and TDI went all the

way to the ’final round’ before being beaten by Sky Sites, which is a

subsidiary of JC Decaux.

Under the terms of the contract, Sky Sites will be responsible for

continuing to develop and sell ad space in BAA’s seven UK airports,

which include Heathrow, Gatwick and Glasgow.

One outdoor industry pundit commented that the Sky Sites win was no

surprise: ’TDI would have done very well to get a look in,’ he said.

’Sky Sites has been investing huge sums of money in developing different

types of outdoor furniture at the airports. I would be surprised if

they’d done that without some idea that they were going to retain the


But Don Sperring, Sky Sites managing director, explained this was not

the case. ’We invested in improved sites because they helped us increase

revenue during the term of the current contract, not because it had

anything to do with winning the new contract. This was a tough tender

process and we’re very pleased to have beaten some stiff


Sperring said Sky Sites would now be looking at developing and

installing a range of sites within the airports. ’We want to totally

transform the environment in the same way that Decaux has transformed

street furniture,’ he said.

The company will look at options such as creating advertising sites

around cashpoints and telephones. ’Decaux has done those kind of things

in shopping malls in the US,’ said Sperring, ’and we can draw on its

experience.’ The company will also construct digital networks of plasma

screens that will screen commercials as well as travel-related


Gavin Miller, BAA marketing manager (media), who will oversee the

contract, said: ’Decaux demonstrated a clear, effective and deliverable

strategy including an exciting product development programme. It shares

BAA’s commitment to innovative ideas and adapting new technology to our

needs. We are redeveloping our terminals and our emphasis will be on

enhancing the traveller’s experience.’

Sperring said the sales story for the new sites would be


’We’ve got a controlled environment and the people are a great catchment

market. Our new products will really get their attention - that’s got to

be perfect for advertisers,’ he said.

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