DAA to spend up to €1.2m on strategic branding and design

The operator of Dublin and Cork airports is set to spend up to €1.2 million on the provision of strategic brand and design services.

A contract put out to tender by operator DAA for strategic brand and design services covers a three-year period and includes Dublin Airport, Cork Airport, ARI and DAA International.

According to tender documents issued by DAA, the successful bidder is to deliver all design work for what was described as a diverse range of strategic projects, international campaign creatives, programmes and initiatives as they arise in business units across the group.

The documentation states that the ideal design partner will bring strong and proven strategic design capability, including the creation of strong brand marques and identity guidelines, and brand asset management experience.

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The tender states that the Covid-19 pandemic has had a devastating effect on DAA and that as DAA seeks to emerge from the Covid-19 crisis and rebuild its business, it will need the support of a range of suppliers.

‘Global business’

Group head of communications Kevin Cullinane said on Friday that "€1.2 million over three years equates to €400,000 per annum across a global business that has airport and retail operations in 16 countries and an annual turnover of over €900 million.

“It equates to 0.04 per cent of 2019’s turnover. This is not a commitment to spend, only a projected maximum value of work. The level of spend will depend on a range of factors, including overall business performance and the range of activities our various businesses will be engaged in over time.”

He said that DAA is not seeking to rebrand the company name. Mr Cullinane said: "The last change to our identity was the cessation of the use of the original legal company name, Dublin Airport Authority, in 2014.

“At that time, we took a very prudent and economic approach not to rename the group but rather to make DAA plc the legal name, enabling retention of the DAA brand and avoiding the requirement for costly rebranding work.”

Mr Cullinane said there was an ongoing need in DAA for strategic design work.

He said: “This is not something new or different – as the aviation industry recovers, we will be investing where we need to optimise our performance.”

Interested parties have until March 11th to lodge bids for the work.