Bassat Ogilvy to handle Madrid terminal launch

Madrid : Spanish airport management company Aena has tapped Grupo Bassat Ogilvy to handle a €1.4 million communications campaign to launch Madrid Barajas Airport’s new T-4 international terminal.

Bassat, the Spanish affiliate of Ogilvy & Mather beat rivals Tiempo BBDO, Contrapunto, FCB Tapsa, J Walter Thompson, Grey, Sintesis, Newton 21 and MK Media in a competitive pitch.

Bassat pitched a "360-degree" communications plan which includes marketing, advertising and PR initiatives. Bassat's PR division Bassat Ogilvy Consejeros de Comunicacion will coordinate the airport's inauguration event. It will also provide media-relations support to Aena's communications department.

Consejeros de Comunicacion's chief executive Borja Puig de la Bellacasa will lead a 2-strong PR team reporting to Bassat Group's vicechairman Oscar Pratts, the spokeswoman said. The agency will answer to Aena's general manager Javier Martin and comms director Alfredo Alza.

British architecture firm Richard Rogers Partnership (which is also designing London Heathrow's new Terminal 5) is working on the Barajas project.

The new buildings, topped with a set of wavy yellow ceilings, will turn Barajas Airport into one of Europe's biggest, handling 70 million passengers a year. The fledgling infrastructures will coexist with Barajas' three older terminals and expand the airport to 1 million square metres.

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