ACSA seeks a marketing agency to run a festive-season Tier 2 campaign promoting food and beverage concessions across all nine airports. Bidders must provide three reference letters, proof of three executed campaigns with measurable ROI, a resource plan covering all sites, and a methodology. Pricing covers point-of-sale materials such as AO frames, tent cards, ceiling posters and till wobblers.
The Airports Company South Africa (ACSA) has issued Request for Quotation RFQ 54119-2 for the provision of a marketing agency to deliver a commercial food and beverage marketing campaign across all nine ACSA airports. The campaign is classified as Tier 2 and aims to strengthen ACSA's position as a customer-centric airport operator by enhancing the passenger experience and driving sustained growth in non-aeronautical revenue. The campaign will focus on season promotions, limited-time menu offerings, combo deals and value-added experiences, leveraging a festive seasonal theme, digital engagement and retail synergies across the network.
The agency is expected to meet defined performance objectives, including a targeted 4% increase in retail sales (split across return on investment, organic and commercial marketing contributions), a strong Return on Marketing Investment (ROMI), improved awareness of food and beverage offerings, and higher footfall conversion. The campaign also seeks to engage both air travellers and surrounding local communities, transforming airports into accessible family and leisure destinations. Additional goals include improving passenger information dissemination, with success measured through post-campaign information recall surveys, fewer information-desk queries and improved passenger satisfaction (CSAT) scores.
Evaluation follows a staged process: mandatory administrative requirements, then functionality scored out of 100 with a minimum threshold of 60 points, then price and preference on an 80/20 basis. Functionality covers relevant company experience (three signed client reference letters for campaigns completed within the last five years), a proof of execution portfolio of three campaigns including concept, timelines, communication plan and measurable ROI or sales uplift, a resource plan demonstrating qualified personnel and capacity to service all nine airports, and a practical implementation methodology addressing logistics, airport-specific coordination, safety and compliance. Pricing is requested against a prescribed schedule of point-of-sale materials (AO frames, tent cards, ceiling hanging posters and till wobblers) totalling 379 units across Cluster 1 (ORTIA, BFIA, CTIA, Kimberley, Upington, George) and Cluster 2 and 3 airports (KSIA, KPIA, CDSA). Bidders must submit tax compliance status, CSD registration, B-BBEE documentation, a declaration of interest, and a confidentiality agreement, and must be willing to undergo security vetting, as ACSA is a National Key Point. Submissions are made by email to acsarfq@airports.co.za by 13:00 on 9 November 2026, and the bid remains valid for 120 business days.
Full-service marketing, advertising and brand agencies with experience in retail, hospitality or travel campaigns, particularly within airport or transport environments. Bidders should have three verifiable marketing campaign references from the last five years, the capacity to manage activations across multiple regional sites, and experience with print and point-of-sale production. Strong candidates include B-BBEE Level 1 to 4 agencies, Black-owned, Black women-owned or youth-owned enterprises that can benefit from the preference points, and agencies with established national footprints or vetted local partners. Ensure tax compliance, CSD registration and VAT status are in order before bidding.
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