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Johannesburg - Listed media and entertainment group Avusa (AUA) has purchased a majority stake in specialist airport advertising business Airport Media. The deal, concluded last week, will see Airport Media become a key part of the significant set of brands in the Avusa stable.
The purchase received Competition Commission approval this month and spearheads Avusa's strategic move into the out of home market.
"We have for some time signalled our intention to enter the out-of-home market and Airport Media is the perfect entry point for us," said Prakash Desai, Avusa Group CEO.
Airport Media was established six years ago at the then Johannesburg International airport and proceeded to turn the world of airport advertising on its head. Co-founders Suzanne Roberts and Debbie Lea between them have over 30 years of outdoor experience, both having worked in the UK and SA.
Where previously airport advertising was widely considered as one of many "out of home" media options, Suzanne Roberts and Debbie Lea have made a significant contribution towards turning airport media into a niche category of its own.
Their highly successful business has consistently pushed the
boundaries of airport advertising with its smart and impactful campaigns.
With a large pool of potential customers jostling about the airport, the list of potential clients is endless, as indeed are the opportunities for those looking for advertising with a difference. Clients range from blue chip companies like Standard Bank to internationals like Audi, Airbus and
Nokia.
"Airport media works well for so many businesses and industries," explains co-founder Suzanne Roberts. "We have a multitude of options and mediums available and of course, an ongoing supply of prospective targets."
In addition to airport advertising, the company also owns the rights to the landmark Ponte site occupied by Vodacom.
"We are very excited to have partnered with Avusa," says co-founder Debbie Lea. "It's a company renowned for embracing change and encouraging innovation and that matches Airport Media's philosophy perfectly."
Lea and Roberts remain shareholders and will retain management control of Airport Media and will no doubt continue to weave their magic in and around OR Tambo, Cape Town International, Lanseria, Durban and Port Elizabeth airports.
Andrew Gill, Group Executive responsible for business development, says the deal is one of a range of initiatives aimed at entrenching Avusa as the premier media and entertainment group in the country.
"Our recent acquisitions in the digital and out-of-home markets reflect our strategy of developing the business in high growth segments of SA media."
Avusa recently acquired the balance of leading recruitment site Career Junction and bought majority stakes in digital agencies Amorphous New Media and Amorphous Corporate.
The Airport Media and Avusa relationship is set to be a formidable one. Airport Media joins a list of Avusa businesses which are household names in SA such as The Sunday Times, Sowetan, Exclusive Books and Nu Metro.
The company will form part of Avusa Media, headed by Mike Robertson.
- I-Net Bridge