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Cemusa
awarded advertising
contract for 84% of Spanish airports
The Spanish company
Aena Aeropuertos S.A.
has awarded CEMUSA the
contract for the
advertising rights at a total
of 41 Spanish airports. The
concession covers a period
of six years,
extendable for a further
period of four years, and
is above all intended to
revamp and adapt the
advertising offering in line
with new trends.
Under the terms of the exclusive conces-
sion, CEMUSA will handle advertising at
mainland airports as well as the Balearic
Islands, Ceuta and Melilla from 1 January
2013 onwards. In 2011 these airports
handled close on 170 million passengers,
or 83% of all traffic.
The airports contemplated in the con-
tract include Madrid and Barcelona which,
thanks to the combination of a strong bu-
siness profile and the tourists attracted to
both cities, are placed respectively fifth and
ninth in the European rankings in terms of
passengers handled.
The contract will also include other busy
tourist airports, such as Palma de Majorca,
Malaga, Alicante, Ibiza, Valencia and Se-
ville, which in 2011 provided the gateway
for some of the almost 57 million interna-
tional tourists who make Spain the world’s
second-ranked country in tourism revenue.
The contract will serve to revamp adverti-
sing and communication activities to put
them on an equal footing with the world’s
leading airports through more innovative
and interactive solutions to revitalise the
specific environment of each airport, impro-
ve the services offered to passengers and
guarantee advertisers the greatest possible
potential in reaching out to consumers.
Three different types of advertising formats
will in fact be used: advertising on conven-
tional structures, advertising on digital dis-
plays and spectacular/promotional adverti-
sing, providing the advertising market with
a new showcase for global communication
within a privileged, high value-added set-
ting, offering brands unrestricted and effec-
tive dialogue with their customers.
This will make CEMUSA the leader in ad-
vertising management at Spanish airports
and consolidate the diversification of its
portfolio by offering brands a high-quality
complement to its street furniture networks.