Euros should roll
Airport Advertising: Euroairport plans to make its outdoor advertising spaces more attractive by reducing the number of billboard operators. Since the billboard concessions expire at the end of 2008, the approximately 200 billboard locations are to be put out to bid in February.
Airport advertising EuroAirport wants to make outdoor advertising spaces more attractive.
With a passenger volume of 4.2 million (2007), it is "only" number three among Swiss airports, but EuroAirport Basel-Mulhouse still seems to be in high demand among outdoor advertisers: In recent years, up to six outdoor advertisers have offered their poster sites at the same time, says Werner Parini, Head of the Passenger Department at EuroAirport. In addition to the French poster company JCDecaux, the Swiss company Affichage, the American company Clear Channel Outdoor (CCO) and several smaller companies are also present. The great interest undoubtedly has to do with the location in the border triangle of France, Germany and Switzerland, but it is clear that so many companies are a few too many. "If you want to advertise at EuroAirport during Euro 08, for example, you have to obtain up to four offers," says Parini, describing the situation from the perspective of advertising customers. The aim now is to improve the attractiveness of outdoor advertising. As the existing poster concessions are due to expire at the end of the year, EuroAirport is launching a tender for its approximately 200 poster sites in February - published throughout Europe. "In terms of the number of future outdoor advertising partners, we want to concentrate somewhat," says Parini. Two billposters would be ideal, he says. Not in terms of languages, as has been the case in some cases to date, but rather in terms of outdoor advertising (towards the streets) and indoor advertising (inside the buildings). EuroAirport will then announce who has been awarded the contract in September at the latest.
Outdoor advertising at EuroAirport recorded a record number of contact opportunities last year with 4.2 million passengers. The increase compared to 2005 was 6 percent. A further increase of around 5 percent is expected this year. It was not possible to find out how much revenue EuroAirport has received in recent years from the concession fees paid by outdoor advertisers. The annual report is also silent on the subject.
Markus Knöpfli
