Phase 1 – Audit & Analysis
•Assessed Sofia Airport’s advertising assets, including Terminals 1 & 2, exterior spaces, sales performance, and pricing vs. Western European airports.
•Conducted external market research on the Bulgarian OOH advertising landscape.
•Provided a SWOT analysis, benchmarking insights, and strategic recommendations.

Phase 2 – Advertising Programme & Design
•Developed an advertising strategy for Terminals 1 & 2, including exterior and gate branding.
•Created a media inventory covering formats, digital infrastructure, and design intent.
•Presented insights at SOF Connect (Dec 8, 2022) with 3D walkthroughs and expert discussions.

Phase 3 – Business Model
•Built a financial model covering revenue projections, cost structures, NPV, IRR, and 2024-2025 rate cards.
•Evaluated sales potential (2023-2030) and analysed advertising mediums for revenue optimization.

Phase 4 – Document Development
•Drafted an Advertising Services Agreement and RFP tender.
•Completed 90% before SOF Connect transitioned to in-house management, aligning with Market Square’s recommendations.