Aboitiz’s Cebu airport awards exclusive ad concession to United Neon Media Group

November 24, 2024
8:52AM PHT

Mactan-Cebu International Airport (MCIA), the Philippines' second-largest airport and globally recognized for its sustainability initiatives, has granted United Neon Media Group (UNMG) an exclusive advertising concession. 

This partnership is poised to redefine airport advertising, UNMG said in a statement, highlighting its creative expertise to enhance the traveler experience and deliver innovative branding opportunities.

(From left) MCIA deputy chief commercial officer Nabil Rasheed, UNMG deputy chief operations officer Benjamin Ernest O. Lim, and MCIA deputy chief operations officer Aldwin Uy sign the contract between MCIA and UNMG./Contributed photo

Nabil Rasheed, deputy chief commercial officer of the Aboitiz Group-operated MCIA, expressed optimism about the collaboration. The statement quoted Rasheed as saying, “Our partnership with United Neon Media Group is a testament to our vision to provide the best services here at MCIA. We look to their award-winning creativity to complement our efforts in providing an enriching experience for all our travelers and guests.”

Revolutionizing airport advertising

UNMG deputy chief operations officer Benjamin Ernest Lim highlighted the strategic potential of airport advertising, emphasizing its global reach and ability to connect brands with diverse audiences. 

“MCIA’s status as a global gateway makes it an ideal platform for brands to gain international exposure and penetrate new markets, he said.

Lim cited Nielsen research, stating that over 90 percent of travelers notice airport ads, with 80 percent engaging with them. He shared UNMG's vision to integrate advanced digital displays and unique branding experiences at MCIA, aiming to elevate the standard of airport advertising in the Philippines.


(From left) UNMG transit operations head Philbert Chua, MCIA deputy chief commercial officer Nabil Rasheed, UNMG deputy COO Benjamin Ernest O. Lim, MCIA deputy COO Aldwin Uy, MCIA chief commercial advisor Sudarshan M.D., and MCIA junior manager, advertising and services Cherry Ann Parba./ Contributed photo

Expanding brand opportunities

UNMG will exclusively handle all branding activities at MCIA under a five-year contract. Lim expressed confidence in boosting the airport’s advertising revenue, aligning with the global air travel recovery post-pandemic.

“We aim to create campaigns that not only increase brand awareness but also drive business growth while delivering enjoyable journeys for travelers,” Lim added.

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