CEBU, Philippines — In a move to sustain its world-class reputation and redefine airport advertising in the Philippines, Mactan-Cebu International Airport (MCIA) has awarded its exclusive advertising concession to United Neon Media Group (UNMG).
This partnership is expected to unlock new possibilities for brands to connect with audiences while enhancing the traveler experience at the country’s second-largest airport, said Nabil Rasheed, Deputy Chief Commercial Officer of MCIA.
“Our partnership with United Neon Media Group reaffirms our vision to provide the best services here at MCIA. We aim to sustain our world-class status by leveraging the award-winning creativity and innovative advertising solutions of United Neon. Together, we will provide an enjoyable and enriching experience for travelers and guests,” Rasheed said.
Benjamin Ernest Lim, Deputy Chief Operations Officer of United Neon Advertising, Inc., emphasized the significant opportunities that airport advertising presents.
“Airport advertising offers global reach, enabling brands to gain international exposure and tap into new markets. This is especially true for MCIA, a globally recognized airport known for its sustainability initiatives,” Lim said during the recently held ceremonial MOA signing of the partnership.
Lim added that UNMG’s vision as a one-stop marketing solutions provider aligns perfectly with MCIA’s goals, ensuring effective connections between brands and diverse audiences.
The partnership comes as global airport advertising continues to rise in importance.
A recent market study projects significant growth in the sector, supported by Nielsen research indicating that over 90 percent of travelers notice airport ads, with 80 percent actively engaging with them.
“Travelers see airports as premium spaces, and having a brand presence here boosts credibility. With longer waiting times, travelers are in a good mood to engage with ads, making these campaigns more memorable,” Lim explained.
Over the next five years, UNMG plans to invest in cutting-edge digital display technology and create unique branding experiences at MCIA. These efforts aim to elevate airport advertising to world-class standards, benefiting both brands and travelers.
“For brands, we will create campaigns that range from raising awareness to driving business growth. For travelers, our goal is to make their journeys more enjoyable through unique branding experiences,” Lim added.
Since November 1, 2024, all advertising activities at MCIA have been exclusively managed by UNMG under a five-year contract.
The partnership is poised to boost MCIA’s advertising revenue and capitalize on the resurgence of air travel post-pandemic.
“With strong momentum in air travel recovery, we see great opportunities ahead,” Lim noted.