MACTAN Cebu International Airport (MCIA) awarded the premier airport’s exclusive advertising concession to marketing powerhouse United Neon Media Group (UNMG) in a move that was seen to revolutionize and unlock the power of airport advertising.
“Our partnership with [UNMG] is a testament to our vision to provide the best services here at the [MCIA]. We are pushing for greater heights to sustain our world-class status,” said Nabil Rasheed, deputy chief commercial officer of MCIA.
“We look to the award-winning creativity and innovative advertising executions of United Neon to support and complement our efforts and to provide an enjoyable and enriching experience for all our travelers and airport guests,” Rasheed added.
Benjamin Ernest Lim, deputy chief operations officer of United Neon Advertising Inc., said the advertising concession with MCIA builds toward UNMG’s vision of being a one-stop shop that could effectively connect brands to audiences across a variety of backgrounds and locations.
Lim added: “Airport advertising is very powerful and it has a global reach that would allow for brands to gain international exposure, reach a bigger audience and seize the opportunity to possibly penetrate new markets. This is especially true in the case of MCIA, which is the second largest and busiest airport in the Philippines and has been globally recognized for its sustainability initiatives.”
Known for its innovation and world-class advertising executions, Lim said UNMG would push on what’s possible in airport advertising and hoped to deliver world-class advertising executions befitting MCIA as a world-class airport.
“Over the coming years, UNMG will be investing in new digital display technology in the airport and focus on coming up with unique experiences that truly connect brands with their audiences,” Lim said.
He explained that for brands, UNMG would continuously create more ways to reach their target audience from campaigns focusing on increasing brand awareness to campaigns with a goal of driving business growth.
Lim added that UNMG’s goal was to create unique branding experiences that would make their journeys more enjoyable.
Lim underscored that airport ads were not only powerful but also strategic to brands because travelers see airports as premium places and brand presence in airport advertisements would boost their credibility.
He added that travelers in the airport, especially those with longer waiting times, would normally be in a good mood to pay more attention to airport ads and remember them better.
As MCIA’s exclusive advertising concessionaire, all branding activities would go through UNMG starting November 1, 2024 and for the five-year duration of the contract.
