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DETAILED SLIDE INDEX

  1. 1. Introduction
  2. 2. Agenda
  3. 3. Europe's remote regions
  4. 4. Provision of airports
  5. 5. Small regional airport context
  6. 6. Growth in international tourism
  7. 7. Importance of air travel
  8. 8. Airlines that serve tourist markets
  9. 9. Example: Discover the World
  10. 10. Convergence of airline business models
  11. 11. The marketing mix
  12. 12. Reinventions of the marketing mix
  13. 13. The 4 P's: product
  14. 14. Physical & augmented product
  15. 15. Physical product at Rovaniemi Airport
  16. 16. Augmented product at Lapland's airports
  17. 17. Product branding
  18. 18. Typical brand categories
  19. 19. Distinctive brands
  20. 20. Traffic at Lapland's airports
  21. 21. The 4 P's: promotion
  22. 22. Advertising
  23. 23. HIAL example
  24. 24. The use of catchy slogans
  25. 25. Pajala-Yllas Airport example (1)
  26. 26. Pajala-Yllas Airport example (2)
  27. 27. The trouble with advertising
  28. 28. Personal selling
  29. 29. Realistic and intelligence-based research
  30. 30. Routes example
  31. 31. Collaboration
  32. 32. Examples of collaboration
  33. 33. The 4 P's: price
  34. 34. Internal forces
  35. 35. External forces (1)
  36. 36. External forces (2)
  37. 37. Price incentives
  38. 38. Waterford Airport incentives, 2008
  39. 39. Knock Airport TV campaign
  40. 40. The Pajala-Yllas Airport web site
  41. 41. Shannon Airport marketing support, 2008
  42. 42. Overseas visitors to Ireland
  43. 43. EC ruling 3rd February 2004
  44. 44. The 4 P's: place
  45. 45. Chambery-Savoie Airport web site
  46. 46. Supporting online distribution
  47. 47. Benefits for airports
  48. 48. Summary
  49. 49. Thank you for your attention!
  50. 50. END

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USE THIS TALK IN YOUR COURSE

TALK'S CITATION

Halpern, N. (2009), "Marketing airports to facilitate the development of tourism", in Graham, A. (ed.), Airport Marketing: Latest Thinking on Gaining a Competitive Edge, The Marketing & Management Collection, Henry Stewart Talks Ltd, London (online at http://hstalks.com/?t=MM0852097)

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ABOUT THIS TALK

Speaker(s)

Dr. Nigel Halpern Show Biography

SPEAKER BIOGRAPHY

Dr. Nigel Halpern – Associate Professor, Molde University College, Norway

Nigel Halpern is Associate Professor in Transport and Tourism at Molde University College in Norway. He was previously Subject Group Girector and Principal Lecturer in Aviation at London Metropolitan University in the UK. Nigel joined academia from industry, where he has worked in air transport and tourism in the UK, France, Spain, Italy and Norway. Nigel has a MSc in tourism management and a PhD in air transport management. He currently teaches and conducts research and consultancy in transport and tourism, focusing largely on air transport issues such as airport marketing.

Publication Date

June, 2009

Topics Covered

The importance of tourism... more

TOPICS COVERED IN THIS TALK

  • The importance of tourism
  • Different types of airlines that serve tourist markets and their needs
  • The tourism related airport marketing mix
  • Key features of the airport product
  • Promotional techniques that can be used to create awareness
  • Price incentives and marketing support
  • Distribution channels

Series

Airport Marketing

OTHER TALKS IN THIS SERIES

VIEW THE TALKS
Play '1. Understanding the current market for airline services at airports'
1. Understanding the current market for airline services at airports More info
Ms. Louise Congdon

TOPICS COVERED IN THIS TALK

  • Current market conditions
  • Where is growth coming from?
  • Targeting airlines
  • Network airline presentation
  • Low fares airline presentation
  • Fit to network
  • Understanding catchment areas
  • Data sources
  • Projecting the market
Play '2. Establishing a contemporary airport route development strategy'
2. Establishing a contemporary airport route development strategy More info
Mr. John Weatherill

TOPICS COVERED IN THIS TALK

  • Overview of a strategic route development process from an airport's perspective
  • Market research requirements and methodology
  • Air service development strategy and implementation, including strategy components and considerations
  • Improving air service development effectiveness with Quality of Service Index analysis, including specific discussion of methodology and software
Play '3. New Challenges in Airport Business'
3. New Challenges in Airport Business More info
Mr. Ian Lowden

TOPICS COVERED IN THIS TALK

  • Current global economic market
  • Airport finances
  • Key issues and trends
  • Relationship between traffic and revenue growth
  • Retail is key to commercial revenue growth
  • Airline and airport behavior
  • Characteristics of fast growing UK airports
  • Who are the competitors?
  • Understanding the market
  • IT and CRM
  • Tourism and regional relationships
  • Defining your product
Play '4. Modern marketing strategy at US airports'
4. Modern marketing strategy at US airports More info
Dr. William Rankin

TOPICS COVERED IN THIS TALK

  • Decision-making in marketing
  • Strategic marketing plan factors
  • Management objectives and questions
  • Waco Regional Airport case study: goals, strengths, weaknesses, opportunities, strategy considerations
Play '5. Airport branding'
5. Airport branding More info
Mr. Jim Rudolph

TOPICS COVERED IN THIS TALK

  • Why brand an airport?
  • Facing the common challenges of airport branding
  • The re-branding process at Edmonton International Airport: research, strategic development, implementation, evaluation and continuous improvement
  • Focusing on brand strategy
  • Building brand buzz internally and externally
  • Delivering the brand promise every day
Play '6. How to market a regional airport?'
6. How to market a regional airport? More info
Mr. Marc Watkins

TOPICS COVERED IN THIS TALK

  • Market position
  • Passenger traffic
  • Top ten routes
  • Competitive catchment
  • Customer marketing
  • Key attractions and key factors for airlines
  • Market potential data
  • Key factors for passengers
  • Customer marketing for passengers and travel agents
Now Playing
7. Marketing airports to facilitate the development of tourism
Dr. Nigel Halpern
Play '8. Airline marketing'
8. Airline marketing More info
Mr. Bernard Lavelle

TOPICS COVERED IN THIS TALK

  • Marketing to airlines and passengers
  • London City Airport service features
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  • Strategy
  • Method
  • Research
  • Journey purpose of London City Airport passengers
  • Where do the passengers originate?
  • Who do the passengers work for?
  • Catchment areas
  • Anticipating market demand
  • Action
Play '9. Air cargo: the neglected area'
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Dr. Rafael Echevarne

TOPICS COVERED IN THIS TALK

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  • Cargo Airport profiles
  • Key issues in air cargo
  • Trends in air cargo
  • Drivers and constraints of air cargo
  • Impact of air cargo on airport revenues
  • Marketing homework for cargo airports
  • Factors influencing airport selection
  • Classic air cargo marketing flaws
  • Air cargo development strategies

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