Airport Business

JUN-JUL 2018

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June/July 2018 airportbusiness 15 MARKETING and other candy-themed gifts," she noted. "TripAdvisor chose Toronto Pearson to be the home for its first-ever retail location. It offers travel essentials and a large interactive display for passengers to learn more about Toronto and the surrounding area." Because Toronto Pearson's approach marketing from a passenger-first standpoint, it looks at the journey of a traveler from their front door to the boarding gate of their flight, said Williams. "We highlight the services or products that add the most value and convenience to that passenger's experience, with the goal of making Toronto Pearson a refreshing part of their journey," she said. Decisions about marketing at Toronto Pearson are made by looking at the most important touchpoints for a passenger at the airport, said Williams. "We analyze seasonal factors, like holidays or special days of observance, as well as the type of travelers we expect during a set time-frame, then develop an offering that is appropriate," she explained. There are recurring qualities that underline what makes a successful program, said Williams. "Anytime we can collaborate with partners, our message is stronger and more successful," she said. Toronto Pearson has many staff who contribute to marketing initiatives at the airport, said Williams. It also works with various agencies and in-house marketers from partner organizations. "We collaborate and share the workload to produce the best possible offerings. "Also, combining our interests with a partner organization like American Express means that passengers who are a client of that partner can receive benefits for their brand loyalty, which tracks directly back to a focus on how we improve the passenger experience," said Williams. Social media is very important, both for direct and indirect appeals to our passengers and other stakeholders as part of the airport's marketing efforts, said Williams. "Social media gives travelers the ability to reach out to Toronto Pearson directly, allowing our brand's personality to be strengthened through positive interactions," she said. "Sponsored social media advertising is also very successful for connecting passengers to the special offers or marketing initiatives that have the most relevance to them." But how do you market an airport and its amenities where is an agreement in place that doesn't allow you to do it? Chris Perry, the communications manager at Dallas Love Field, relies on his communications efforts and the airport's customers to do it for them. "Due to the parameters of the Five Party Agreement to resolve the Wright Amendment, Dallas Love Field does not engage in any type of commercial marketing," said Perry. "We engage in social media, media pitching and relying on our customers to tell our story." Despite the prohibition on marketing, it's still important for Dallas Love Field to highlight what it offers, said Perry. "We want to showcase how our terminals represent what Dallas Love Field hopes to accomplish in customer satisfaction, convenience and accessibility, as well as generate revenue for the airport and city through our concessions," he said. In 2014, the airport opened a new terminal to coincide with nonstop flights from Dallas to destinations throughout the U.S., said Perry. "In late 2018, we will open a new parking garage to expand parking capacity, as well as better manage our parking inventory," he said. Dallas Love Field focuses on different things, said Perry. "[We look at] awards won, as well as innovative endeavors the airport is taking on, such as a new bird-strike prevention technology and our baggage handling system," he said. The airport focuses on amenities and the customer experience, said Perry. If new initiatives or amenities are going to improve the customer experience, we are going to highlight those initiatives," he said. "If it something another airport has not yet had, we are going to highlight that initiative." An example of that was a social media campaign to show how Dallas Love Field goes the extra mile for its customers. Four-year-old Luke Swofford lost his favorite toy, "Teddy Bear," at Dallas Love Field as he and his family caught a flight to Denver in July 2017. The airport went on alert to find the bear and the hunt for it went viral. Due to the parameters of the Five Party Agreement to resolve the Wright Amendment, Dallas Love Field does not engage in any type of commercial marketing. Dallas Love Field is prohibited from marketing some aspects of the airport, but staff works to highlight the innovative endeavors and awards won by the facility. Dallas Love Field

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