Hamad International Airport, Doha

Client: Leigh Fisher

Project Description:

Formerly known as New Doha International Airport (NDIA), Hamad International Airport handled its first Qatar Airways flight on April 30, 2014 and all carriers formally relocated to the new airport on May 27, 2014.

The new terminal, designed by HOK, is destined to become one of the most important transfer hubs in the Middle East and sets new global standards in operational efficiency, passenger convenience and service.

Compass, as specialist advertising consultants to Leigh Fisher, was appointed to work with HOK in planning the advertising programme into the new terminal and exterior areas.

Scope of Work:

  • 1. Research Qatar, Middle East and International advertising markets for HIA
  • 2. Plan a fully integrated programme of interior and exterior sites and media
  • 3. Calculate detailed sales & revenue potential
  • 4. Carry out a strategic review of business model options
  • 5. Draft an advertising guidelines manual

Compass comment:

With more than 60% of passengers in transfer, planning the advertising programme at Hamad International represented an interesting challenge in that only 40% of passengers would be able to view the landside and exterior sites.

The project was governed by a firm principle that the architecture and design of the new terminal must not be compromised but, working closely with HOK, we were able to plan a programme that includes a wide variety of advertising including large and small-format digital screens and static sites, trolleys, promotions, sponsorships and even large-format interactive screens in the main airside retail area.

We understand that the bulk of the terminal advertising programme is likely to be implemented during 2015.

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