This month, Aena held the largest media competition for the airport sector in Brazil. The offer covers the concessionaire's 17 airports in the country, a network present in nine states, located in four regions. The competition was divided into two lots. The first is for the SP/MS/MG/PA block, which includes the airports of Congonhas, Campo Grande, Ponta Porã, Corumbá, Uberlândia, Montes Claros, Uberaba, Santarém, Altamira, Marabá and Carajás. The second lot encomes the six airports managed by Aena in the Northeast: Recife, Maceió, Aracaju, João Pessoa, Juazeiro do Norte and Campina Grande.
The consortium formed by Neooh and Helloo submitted the highest bid for both lots. The total value of the two proposals exceeds R$1,5 billion. The result of the competition was approved this Monday (26) by the Board of Directors of Aena Brasil. The contract comes into effect on July 1st, with a validity of ten years. The implementation will occur gradually at the airports, respecting the contracts still in force.
To qualify for the auction, companies had to submit technical proposals for validation and approval by Aena's team, with guarantees of providing a quality service to improve the enger experience. The analysis included market metrics, technical and economic requirements and a robust evaluation methodology, reinforcing the concessionaire's commitment to solid, reliable and quality procedures.
Focused on improving the enger experience, the project is based on three main pillars: reorganization of advertising areas, expansion of inventory digitalization and enhancement of the enger journey. The proposals include experiential marketing, out-of-home media (OOH), interactive actions, brand activation and new advertising concepts that can enhance the relationship between businesses and their customers.
The spaces will undergo extensive restructuring, resulting in a cleaner environment that is integrated with the airport architecture. There will be an intelligent redistribution of assets, for a better visual flow, greater attention to the pieces displayed and an increase in the perception of the media's value by engers and rs.
The project foresees technological modernization, with the expansion of high-resolution digital screens, which will also be used for flight information s. rs will also have a better return on their campaigns, as the project foresees efficient data analysis using Artificial Intelligence on various parameters that can be used by the market to improve its results.
“We are very happy and satisfied with the result of this competition, which will allow us to bring innovative solutions that are more connected to engers and rs. We believe that the combination of Neooh and Hello’s experience and reach will be decisive in transforming communication at airports and generating value for everyone involved,” highlights Juan José Sánchez, Commercial Director of Aena Brazil.
Among the concepts that guided the competition, Aena highlights:
- Elevating the enger experience
Integrate advertising in a fluid, relevant and non-intrusive way into the airport environment.
- New technologies
Create digital solutions with high visual impact, modernizing the equipment and technologies used in advertising displays.
- look and feel
Align advertising actions with the visual identity and architectural concept of the terminals.
- Innovation
Surprise the public with projects that connect brands and engers in an interactive and personalized way, using emerging technologies.
- Strategic vision
Combining creativity, technology and efficient management, transforming advertising into an element that adds value to engers, airports and the brands involved.
- Increased revenue
Generate value for airports, which must be perceived as desirable spaces for brands, increasing the entry of commercial revenue.
