Clear Channel Outdoor (CCO) has announced a partnership with Aeroporti di Roma (ADR) that sees CCO appointed exclusive operator of airport advertising space in Rome’s two airports. The project will transform advertising space at Leonardo da Vinci airport, Fiumicino, and Giovan Battista Pastine airport in Ciampino, making CCO the leading provider of airport advertising solutions in Italy.
Aeroporti di Roma has recently changed its advertising business model to more efficiently meet the changing needs of the advertising market and clients who invest in airport advertising assets. An important part of this change is embarking on this partnership with CCO, a global leader in out-of-home advertising and an expert in the airport sector, operating in some 260 airports worldwide.
The partnership involves an ambitious project that will see an innovative transformation of both airports’ advertising assets, which will be seen by the 41 million air-passengers who travel through the Italian capital every year. This includes adopting new technologies and installing state of the art digital panels, which ADR has provided significant investment for.
The new digital network will enhance the airports’ commercial offering, enabling brands to engage more powerfully with passengers in the time before their flight is called and when they land at their destination. Airport retailers can also benefit from proximity marketing with panels strategically positioned in prime locations.
CEO of Aeroporti di Roma, Lorenzo Lo Presti, commented: “This commercial partnership with Clear Channel Outdoor – one of the most recognised and respected operators in the global advertising market – is providing us with the opportunity to implement decisive digital redevelopment of the existing advertising programme, to equip the two airports with innovative channels. Although the national advertising market is experiencing a crisis, the key points of reference, such as Transit and Outdoor, remain strong thanks to the contribution of the digital part of the business. This is the challenge we want to take up together with a partner such as Clear Channel Outdoor, to best meet the needs of advertisers by offering the best media mix.”
Jonathan Bevan, President Europe and Australia / New Zealand, Clear Channel Outdoor said: “CCO’s experience building a global airport network has enabled us to work closely with ADR to create a bespoke digital network for each airport. We can transform and modernise the passenger experience, and allow brands to benefit from the unique power of digital OOH to connect more powerfully with consumers.”
Paolo Dosi, CEO of Clear Channel Italy, added: “This partnership represents a real game changer in the Italian out-of-home market. We look forward to proving our commitment to the ADR group, providing them with unrivalled knowledge of the airport sector earned through our success with the transformation of Venice airport, as well as our wider global expertise. This project also offers us the opportunity to expand Clear Channel’s digital footprint in Italy, transforming the sector into a dynamic platform for strategic and flexible communications in real time.”