Client: SAVE

Project Description:

The current advertising concession was due to expire in late 2010. Venice Airport management decided to seek independent analysis and recommendations regarding future strategy.

Scope of Work:

• 1. Audit of current advertising concession performance
• 2. Identify media types that should be developed at Venice
• 3. Comment on terms of existing concession contract
• 4. Assess effect of potential airport sponsorship on main advertising concession
• 5. Recommend optimum future strategy

Compass comment:

Like other leading Italian airports, Venice Marco Polo is a showcase for leading Italian fashion brands. In late 2009 commercial management at SAVE was assessing whether early 2010 might not be the best time to tender a new advertising concession and was also considering a major sponsorship package for Marco Polo. Compass was able to identify the strengths and weakness of the airport’s position and to help develop the airport’s short and medium term strategy.