BAA chooses JCDecaux

BAA, the world's leading airport operator, has chosen JCDecaux to manage its advertising sales for all its main activities in the UK. The five-year contract which will start on 1 April 2000 is worth over 2 billion francs. According to the terms of the agreement, JCDecaux (which since the purchase of HMC in June 1999 holds shares in Sky Sites) will take over a remarkable business portfolio, including the seven British airports run by the company and the Heathrow Express, the rapid link between Heathrow and the centre of London. In order to fully comply with European regulations on the award of public contracts, the award of this contract has taken some time: JCDecaux finally won it ahead of impressive competition - TDI, Clear Channel and Scottish Media Group - after in-depth discussions and tense negotiations. JCDecaux will work in close co-operation with BAA and Gavin Miller, Marketing Director of BAA, who considers that JCDecaux is the partner which BAA needed at this decisive stage in its development: "JCDecaux put forward a clear, effective and realistic strategy involving a very seductive development programme for new products. This is totally in line with our desire to innovate and integrate new technologies. We have undertaken a complete renovation programme in our terminals because the improvement in conditions for passengers in our installations has always been at the heart of BAA's operational philosophy. JCDecaux has both the experience and the expertise needed to support our efforts and play a very positive role in their success, not only by contributing to advertising revenue but also by helping us to reinforce our commercial identity".

2- Jean-François Decaux, CEO of JCDecaux Communication Extérieure, is delighted at the idea of being able to transfer into the travel sector the expertise acquired in urban street furniture which has helped to redefine the appearance of certain towns and cities: "BAA is an exciting partner and the role which they have in mind for us is a real challenge. They have accepted the strategy which we proposed of introducing new ideas and original products. This will allow advertising profits to be maximised by reaching an exceptional and diverse audience and will help to reinforce BAA's commercial identity - already solidly established - by making their airports showcases for the whole world."