Montréal International Airport, Canada

Client: Aéroports de Montréal

Project Description:

Montreal-Trudeau is Canada’s third busiest airport after Toronto Pearson and Vancouver and is Quebec’s largest. Aéroports de Montréal was mid-way through a 10-year advertising concession agreement and wanted to benchmark the media sold and sales generated by the concessionaire.

Scope of Work:

  • 1. Review concession agreement
  • 2. Review terminal and roadside advertising programs
  • 3. Review sales generated
  • 4. Interview/survey sample of largest agency and advertiser clients
  • 5. Report on above and recommend initiatives for increasing sales over remaining period of concession

Compass comment:

Dynamic hands-on airport management is being ably served by the current advertising concessionaire who, in turn, is highly regarded by advertisers. As a result, advertising sales per passenger are close to being the highest amongst leading North American airports. The concession agreement was found to be working well.

Compass was able to suggest a number of initiatives for upgrading and preparing the media offer for the requirements of tomorrow’s markets and advertisers.

Montréal International Airport, Canada