Clear Channel Airports (CCA) announced on Oct. 29 the Port Authority of New York and New Jersey (PANYNJ) awarded it the largest airport advertising and sponsorship contract in the U.S. The 12-year deal will see Clear Channel Airports reimagine the media program with new digital displays and sponsorship opportunities for brands at the coveted PANYNJ airports, including; John F. Kennedy International (JFK), LaGuardia (LGA), Newark Liberty International (EWR) and New York Stewart International (SWF) Airports.
Contingent upon execution by both parties, which is expected to occur in mid-November, CCA anticipates the new contract will go into effect Dec. 30, and the advertising platform transformation will begin with EWR’s Terminal One redevelopment project and in conjunction with new LGA facilities. CCA plans to modernize the entire advertising program across PANYNJ airports with a proposed 95% of the overall investment going into highly impactful digital media. These world-class airports represent major travel hubs that historically welcomed over 140 million passengers annually, providing attractive opportunities for brands to reach valuable international, business and leisure travelers throughout the greater metropolitan region.
Moreover, in addition to modernizing the passenger and brand experience at PANYNJ, the partners aligned their interests with contract terms that set the stage for both parties to achieve their goals under the current conditions and for years to come and could become the new industry model. The deal contains a two-year transition period to account for the impact of COVID-19 and the traffic recovery at Port Authority facilities. The actual MAG due each year, as well as capex spend, after the two-year transition period will be dependent upon passenger traffic at JFK, EWR, LGA and SWF.
“We are confident in the audiences these world-class airports will deliver to our advertising partners over the longer-term as business and leisure travel ramps,” said Scott Wells, CEO, Clear Channel Outdoor Americas (CCOA). “The PANYNJ airports are gateways to the world, and, as the region recovers, we believe our team is best suited to lead this historical transformation that will reimagine and modernize the brand experience for travelers. We believe this contract is a win-win for both organizations and provides an innovative approach to large-scale transit media deals against the backdrop of a difficult current reality.”
“These contracts advance two key priorities for the Port Authority: increased ad revenue and significant investment in modern digital infrastructure at our facilities,” said Rick Cotton, executive director of the Port Authority of New York and New Jersey. “Moving forward, these contracts will enable the Port Authority to better sell advertising rights to generate hundreds of millions of dollars in revenue, while travelers will benefit from the latest in digital display technology that allows for real-time alerts.”
With the addition of these high-value, marquee airport assets, CCOA will have one of the greater metropolitan region’s most extensive Out-of-Home (OOH) advertising networks. As a result, brands will have the unique “one-stop-shop” ability to execute campaigns that reach consumers as they “drive, walk or fly” throughout the NY/NJ metro area including all major airports, highly desirable suburbs, major arterial roadways and the boroughs of New York City.
Additionally, we anticipate the new partnership will offer brands the OOH industry’s most comprehensive audience targeting and measurement solutions available to help them optimize their OOH spend: CCO RADAR®. This includes access to the new industry standard audience impressions methodology from Geopath. Through this data integration, CCA has brought to bear, for brands in airports, the only OOH third-party validated impressions currency which factors in a travelers’ movements through an airport, time spent in an airport and opportunity to see and consume advertising in an airport.