Objectives

The primary objective of this tender is to acquire a commercial marketing agency for Airports Company South Africa (ACSA) to support its retail, cargo, property, parking, and car rental portfolios. The agency will develop and implement strategic marketing initiatives aimed at increasing non-aeronautical revenue, enhancing passenger engagement, and delivering innovative, data-driven marketing solutions aligned with ACSA’s 2030 growth strategy. The appointment aims to ensure continuity, leverage expertise, and foster innovative approaches to maximize revenue streams across all commercial portfolios.

Scope

The scope of work encompasses:

• Retail Marketing: Developing marketing strategies, tactical plans, promotions, campaigns, and communication activities supporting all nine airports’ retail portfolios.
• Cargo: Positioning ACSA’s air cargo and logistics capabilities to drive throughput and revenue, including promoting infrastructure and trade corridor opportunities.
• Property Marketing: Implementing strategies to promote ACSA’s property portfolio through insights, tactical campaigns, and innovative formats.
• Parking: Executing marketing initiatives to increase parking facility usage, customer engagement, and digital platform adoption.
• Car Rental: Managing campaigns, branding, and customer experience strategies to promote car rental services within the airport precinct.
• Marketing Strategy & Plans: Formulating a comprehensive three-year retail marketing strategy, supported by research, insights, and tactical plans tailored to each airport’s passenger profile.
• Innovations & Ecommerce: Proposing innovative marketing approaches, managing retail ecommerce development, and integrating emerging technologies such as AI and digital enhancements.
• Creative Design & Media: Providing in-house creative design services, managing media buying, and developing media plans for campaigns.
• Reporting & Analytics: Developing tools for campaign measurement, ROI, and ROMI, supported by data analytics and scientific formulas.

Technical Requirements

The agency must demonstrate:

• Minimum of 5 years’ experience in retail, FMCG, customer service, property, or related marketing fields.
• Provision of at least 5 portfolios of evidence showcasing previous campaigns, research projects, innovative solutions, and strategic marketing plans.
• Strong resources including qualified personnel such as Group Account Managers, Marketing Managers, Creative/Art Directors, Content Specialists, and Property/ Parking/ Car Rental marketing experts, with specified experience levels and qualifications.
• In-house creative design capabilities with expertise in graphic, web, virtual reality, gamification, and user experience design.
• Proven media buying experience, including relationships with media partners, and ability to develop and execute media plans across multiple channels.
• Development and management of retail ecommerce platforms, with innovative and cost-effective solutions.
• Ability to develop comprehensive marketing strategies, tactical plans, and innovative approaches aligned with ACSA’s growth objectives.
• Tools and systems for measuring campaign effectiveness, ROI, and ROMI, supported by scientific formulas and analytics.
• Security vetting compliance and confidentiality adherence throughout the engagement.

Skills Requirements

The tender specifies the following skills and qualifications:

• Experience & Portfolio: At least 5 years’ experience in relevant marketing sectors with documented portfolios of campaigns, research, and innovative solutions.
• Personnel Qualifications:
  • Group Account Managers with 4+ years’ agency experience and NQF level 8 qualifications in Business/Marketing.
  • Marketing Managers (one per cluster) with 5+ years’ relevant experience and NQF level 7 qualifications.
  • Specialists in Property & Parking marketing, Car Rental, Content Development, with relevant experience and qualifications.
• Creative & Design: In-house team with expertise in graphic design, web development, virtual reality, gamification, and user experience.
• Media Buying & Planning: Proven experience managing media budgets, developing media plans, negotiating rates, and executing campaigns across traditional and digital channels.
• Data & Analytics: Ability to develop and utilize tools for measuring campaign ROI, ROMI, and performance metrics, supported by scientific formulas.
• Innovation & Technology: Ability to propose emerging technologies, AI-driven personalization, digital experience enhancements, and innovative marketing collaborations.
• Security & Confidentiality: Compliance with security vetting, confidentiality agreements, and non-disclosure obligations.