Astral Out-of-Home has touched down in yet another Canadian airport, winning a 10-year contract to provide interior advertising for the Halifax Stanfield International Airport. The agreement kicked off May 1.
The win follows a formal RFP issued by the Halifax International Airport Authority (HIAA) late last year. The contract had been with Clear Channel Outdoor for more than a decade, while Pattison Outdoor is currently in the midst of a long-term contract for the airport’s exterior signage.
Jo-Anne McLean, the HIAA’s director of non-aeronautical revenue and corporate marketing, said Astral was selected on the basis of its local and national representation and its technological acumen.
“We felt at the end of they had a more well-rounded proposal,” she said. “We’re very much focused on the passenger experience, and feel that the updated technology and different advertising formats will give our customers an experience they haven’t had in the past.”
Astral is planning a “progressive increase” in the number of advertising faces within the airport. President Luc Quétel said the company plans to reduce the number of physical ad units, but will expand advertising inventory through an emphasis on digital.
Benjamin Mathieu, Astral’s director of business development, transportation and technologies, said the new line of digital ad products is scheduled to be complete by the fall.
The company is also planning what it described as a “significant media creativity” initiative that Quétel said would encompass “landmarks,” video walls featuring a single advertiser.
In addition, Astral plans to deploy its AeroTV network inside the airport’s departure lounge. The ad-supported network will provide local content including news, sports, weather and entertainment, developed in association with its Bell Media sister company, CTV Atlantic.
The airport contract is handled by Astral’s transportation division, which also encompasses Montreal’s Pierre Elliott Trudeau International Airport and Quebec’s Jean-Lesage Airport. The company has introduced new products in both airports in recent months, part of a continued focus on the transportation sector that has also seen new products introduced in Montreal’s commuter rail stations.
While Astral doesn’t break out revenues for its individual business units, Quétal said it is seeing double-digit revenue growth within the airport sector. Quétal called airport advertising a “great business,” because of its ability to reach high-income earners and a growing number of travelers. Approximately 3.6 million passengers passed through Halifax Stanfield in 2014.
