O. R. Tambo International Airport - Advertising Study


About the brand

O. R. Tambo International Airport is a major airport in Gauteng, South Africa, near Johannesburg. It serves as the primary airport for domestic and international travel to/from South Africa. It is Africa’s busiest airport, with a capacity to handle up to 28 million passengers annually.

OR Tambo International Airport S Africa

The Challenge/Task

Airports Company South Africa (ACSA) requested that Pragma undertake a detailed review of the passenger flow routes and profile characteristics in order to develop a sustainable advertising programme and pricing hierarchy for the airport.


  • A passenger profiling and tracking survey to establish the key passenger segments at the airport, their financial standing and how they move through the airport
  • Detailed audit of all current interior and exterior advertising sites, assessing each site on its visibility and audience exposure / current quality of use
  • Established the optimum site locations and their corresponding value and pricing metrics and suggestions for multi-site packages
  • Gathered information from the South African advertising market to identify key trends with regard to pricing and demand

The Result

The results and findings of this study helped provide ACSA with robust and compelling evidence to assist with their marketing pitches and increase the effectiveness of selling advertising space at the airport.