More than half-a-million dollars a year could soon be rolling into the Bermuda International Airport and Government coffers if a proposal for extensive advertising displays throughout the airport is approved.

Within five years it is projected the advertising deal would bring $600,000 each year in revenue for the airport.

At the same time the company hoping to land the licence to run the display advertising contract envisages improving the airport experience for travellers with quality displays and even a “Zen” quality area in the current art gallery section of the airport.

“We feel this area should be refurbished to have a ‘Zen’ quality, a place for passengers to relax and reflect before boarding flights or to ‘soak up’ the culture of Bermuda from an arts point of view,” states Rock Media Limited in its proposal to Government.

“Framed art, sculpture, multi-media, even poems and writing from local artisans can be displayed throughout this area.”

An “invitation for proposals” period to secure the licence to bring display advertising to the airport’s various lounge areas, corridors, arrivals hall and other communal areas has now ended.

The Rock Media proposal, which features colourful mock-up photographs of how various advertising displays might look once they are in place, is now under consideration by Government.

A decision should be made during the next three months.

If the contract, which will initially be for three years, is awarded to the company it will guarantee minimum revenues of $25,000, $30,000 and $35,000 respectively in the first, second and third years. But in addition Government will receive 25 percent of the gross revenue the company generates from selling advertising space.

Using Rock Media’s own projected sales estimates that would push the revenue for the airport to $212,000 in the first year rising to $535,000 by the third year.

Built into the proposed licence is an option to extend the deal by a further two years and the estimated amount of money the airport could expect to collect, based on Rock Media’s projections, would by $600,000 in the fifth year.

In its brochure outlining ideas for the airport the company suggests have a number of large, back-lit advertising displays, including some which feature iconic scenes from around the Island to greet visitors as they make their way to the arrivals hall.

Rock Media states in its proposal that it operates high-quality services and equipment and has “strategic alliances with specialists in the fields of direct line reservation, interactive kiosks and displays”.

The company is headed on the Island by Calvin White. James Kerwin, who is President and CEO of Kerwin Communications in the US, which is described in the Rock Media proposal as a “premier luxury market advertising and lifestyle agency,” would be responsible for selling media space. The third member of the team is Carl Ruderman, chairman of Universal Media, which is described as a “global communications and publishing firm in the travel and luxury fields” by the company.

A spokesman for Bermuda International Airport declined to comment on the proposed advertising initiative at the present time as it is still under consideration. The Royal Gazette was unable to reach anyone from Rock Media at press time.