THE NETHERLANDS. Royal Schiphol Group has issued its much-anticipated tender for the management and development of its airport advertising portfolio, comprising more than 1,000 media assets.
The move follows The Moodie Davitt Report’s exclusive report on 8 September outlining Schiphol Group’s plans to move from an in-house-managed advertising operation to a concession partnership.
According to the official EU procurement notice, the concessions have a combined estimated value of €426 million, excluding VAT, and are divided into three lots. Bidders can tender for up to all three packages.
The largest, with an estimated value of €364 million, covers Amsterdam Airport Schiphol. It encompasses landside and airside advertising assets across the terminal complex, air bridges throughout the pier network, assets around Jan Dellaertplein, the triangular billboard in front of the terminal and smaller-format advertising within the Haarlemmermeer municipality.
A second lot, with an estimated value of €32 million, covers the advertising portfolios at Eindhoven Airport, Rotterdam The Hague Airport and Lelystad Airport.
The third, estimated at €30 million, covers 11 monopole billboard structures around Amsterdam Airport Schiphol, including sites along the A4 motorway and the airport’s main entrance road.
Tender timeline
The tender was formally published on 11 September. The next key date is 22 September, the deadline for prospective bidders to register through Mercell for the on-site inspections.
The first deadline for bidder questions is 5 October, with Schiphol scheduled to issue its first Information Memorandum on 21 October. A second round of questions closes on 30 October, followed by a second Information Memorandum on 9 November.
Final tenders must be submitted by 20 November at 11:00 UTC. Schiphol plans to announce the intended award result on 6 January 2027, followed by the final award result on 27 January.
The new agreements are scheduled to begin on 1 June 2027 and run until 31 December 2032.
Price accounts for 50% of the award assessment and incorporates a Minimum Annual Guarantee and Variable Fee. The qualitative business plan carries a 37.5% weighting and the implementation plan the remaining 12.5%.
As we previously reported, Schiphol is seeking to develop a higher-quality media environment featuring fewer but more impactful digital assets, alongside increased use of programmatic advertising and passenger data insights.
Schiphol Group Head of Commercial Terminal Services Tim de Bie told us ahead of the tender launch that the company has an aspiration to at least double revenues from the advertising channel in the coming years.
Companies interested in participating should access the tender documentation through the Mercell S2C platform, where the full Tendering Guide and associated procurement documents are available.
Access the Schiphol advertising tender on Mercell here. ✈
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