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.