Cemusa Shakes up Airport Advertising in Spain.
Until January this year, anyone buying airport advertising in Spain had two vendors to contend with. If you imagine a line running from the north-east to the south-west of the country, Publimedia sold airports to the left, including Madrid-Barajas, while JCDecaux was responsible for those to the right, including Barcelona-El Prat. In October last year though, AENA awarded an exclusive contract for 41 airports (so all Spanish airports outside of the Canary Isles) to Cemusa, valid for a minimum period of 6 years.
Street furniture aficionados will already be familiar with Cemusa. A Spanish company with a footprint in thirteen countries it is behind everything from public toilets in New York through bike racks in Rome to bus shelters in Rio de Janeiro. The company has worked closely with a slew of famous architects including Richard Rogers and the late Oscar Niemeyer. Its structures are characterised by a strong and striking aesthetic coupled with good commercial potential. It’s a powerful formula.
This is Cemusa’s first contract for airports and it is approaching it with trademark energy and optimism, aiming both to improve the airport environment and increase advertising revenue.
With more than 45 million passengers in 2012 Madrid-Barajas is Spain’s largest airport; an important gateway for Latin American traffic it is also Europe’s fifth busiest airport. Advertising opportunities here are currently being reconfigured, developed and invented, working towards a June/July deadline. New sites and advertising opportunities are being added while much of the non-digital inventory is being converted to digital, and a number of sites are being enlarged and embellished.
Spain is just the start. Cemusa is a company to watch.