A New Era for Airport Advertising in Saudi Arabia

The aviation landscape in Saudi Arabia is undergoing a significant transformation with the emergence of Riyadh Air, the nation's new startup airline. Recently, Riyadh Air secured over 2,500 slots at Riyadh's King Khalid International Airport (RUH) and an additional 702 slots at Jeddah's King Abdulaziz International Airport (JED) for the upcoming IATA summer season commencing on 30 March 2025.

This strategic expansion is poised to enhance passenger traffic at both airports, presenting lucrative opportunities for advertisers aiming to engage a diverse and growing audience.

Riyadh Air's Strategic Slot Acquisition

According to Airport Coordination Limited (ACL), airlines collectively requested 97,130 slots at RUH, with only 38.7% of these requests being granted. Notably, Riyadh Air received 2,574 slots, fulfilling 100% of its request, positioning it as the fourth-largest airline at the airport with 2% of total allocated flight movements. At JED, the airline secured 702 slots, further solidifying its presence in the region.

Implications for Passenger Traffic

The allocation of these slots indicates a substantial increase in flight operations by Riyadh Air, which is expected to commence services during the summer season of 2025. This expansion is anticipated to attract a significant influx of passengers, including business travellers, tourists, and transit passengers, thereby boosting footfall at both RUH and JED.

Opportunities for Advertisers

The anticipated surge in passenger numbers offers advertisers a unique chance to reach a broader and more diverse audience. With increased dwell times as passengers navigate through enhanced facilities and services, there is ample opportunity to engage them through various advertising mediums.

Advertising Strategies to Consider

• Digital Displays: Utilise large-format LED screens and interactive digital pods to deliver dynamic content that captures attention.
• Premium Placements: Leverage high-traffic areas such as terminal entrances, departure lounges, and baggage claim zones for maximum visibility.
• Experiential Marketing: Create immersive brand experiences within VIP lounges and dedicated zones to foster deeper engagement.

Riyadh Air's strategic expansion into key Saudi Arabian airports marks a pivotal moment for the nation's aviation sector. For advertisers, this development translates into unprecedented opportunities to connect with a growing and diverse passenger base. By implementing innovative and targeted advertising strategies, brands can effectively capitalise on the increased traffic at RUH and JED, enhancing their visibility and engagement within these bustling hubs.