In a move that reinforces its dominance over the outdoor and digital advertising sector in the Kingdom, the Arab Company for Technical Contracting the awarding of a huge project by the “Second Airports Cluster” company, which grants it the rights to invest in advertising media in 18 airports distributed throughout the Kingdom of Saudi Arabia, for a full contract that extends for 10 years.
Contract details and financial value
The company explained in its statement that the project's financial model is based on the principle of sharing in the revenue generated from advertising sales, or paying a guaranteed minimum, whichever is higher. The guaranteed minimum for the entire contract period was set at SAR 120,488,721 (excluding VAT), reflecting the significant economic value of this long-term investment.
The scope of work for this project includes the creation, operation, and maintenance of an integrated system of advertising panels, with a primary focus on the latest global technologies such as digital screens, interactive displays, and high-quality signage. The project will cover all strategic locations within the arrival and departure halls, as well as external locations within the geographical area of the targeted airports.
List of airports included in the contract
The contract covers a wide network of regional, international, and domestic airports serving vital tourist and commercial areas, namely:
- Prince Naif bin Abdulaziz International Airport in Qassim.
- Taif International Airport.
- Prince Abdul Mohsen Bin Abdul Aziz International Airport in Yanbu.
- Al-Ula International Airport (a global tourist destination).
- Prince Sultan Bin Abdulaziz International Airport in Tabuk.
- Hail International Airport.
- King Abdullah Bin Abdulaziz International Airport in Jazan.
- King Saud bin Abdulaziz Airport in Al-Baha.
- Al-Jawf Airport.
- Al-Qurayyat Airport.
- Dawadmi Airport.
- Wadi Al-Dawasir Airport.
- Rafha Airport.
- Arar Airport.
- Sharurah Airport.
- Bisha Airport.
- Najran Airport.
- Tarif Airport.
Strategic importance and integration of the advertising portfolio
This award is particularly significant as it complements a series of recent successes for Air Arabia, especially following its signing of exclusive advertising contracts at King Khalid International Airport in Riyadh and winning the Prince Mohammad Bin Abdulaziz International Airport project in Madinah . With this latest achievement, the company has extended its advertising reach to the vast majority of the Kingdom's airports, enabling advertisers to access a broad and diverse segment of domestic and international travelers through a unified network.
Keeping pace with Vision 2030 and digital transformation
This project aligns with the goals of Saudi Vision 2030 , which places great emphasis on the aviation and tourism sectors. The National Aviation Strategy aims to increase the number of passengers and destinations. The airports included in the contract, such as Al-Ula Airport and those in the southern and northern regions, serve as key gateways for major tourism and development projects.
The emphasis on “digital and interactive screens” in the contract terms also reflects the company’s commitment to keeping pace with the digital transformation in the advertising sector (DOOH), as these technologies provide high flexibility in displaying content and accurately targeting the audience, which increases the project’s investment returns and improves the visual traveler experience inside airports.
