Advertising Study

About the brand

O. R. Tambo International Airport is a major airport in Gauteng, South Africa, near Johannesburg. It serves as the primary airport for domestic and international travel to/from South Africa and is Africa’s busiest airport with a capacity to handle up to 28 million passengers annually.

About O. R. Tambo International Airport
Challenges for O. R. Tambo International Airport

The Challenge/Task

Airports Company South Africa (ACSA) requested that Pragma undertake a detailed review of the passenger flow routes and profile characteristics in order to develop a sustainable advertising programme and pricing hierarchy for the airport based on the potential audience and visibility of each site.

What We Did

A passenger profiling and tracking survey to establish the key passenger segments at the airport, their financial standing and how they move through the airport

Detailed audit of all current interior and exterior advertising sites, assessing each site on its visibility and audience exposure and current quality of use

Establish the optimum site locations and their corresponding value and pricing metrics and suggestions for multi-site packages

Gather information from the South African advertising market to identify key trends with regard to pricing and demand

The Result

The results and findings of this study helped provide ACSA with robust and compelling evidence to assist with their marketing pitches and increase the effectiveness of selling advertising space at the airport.

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