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Printable Handouts
Navigable Slide Index
- Introduction
- Agenda
- Europe's remote regions
- Provision of airports
- Small regional airport context
- Growth in international tourism
- Importance of air travel
- Airlines that serve tourist markets
- Example: Discover the World
- Convergence of airline business models
- The marketing mix
- Reinventions of the marketing mix
- The 4 P's: product
- Physical & augmented product
- Physical product at Rovaniemi Airport
- Augmented product at Lapland's airports
- Product branding
- Typical brand categories
- Distinctive brands
- Traffic at Lapland's airports
- The 4 P's: promotion
- Advertising
- HIAL example
- The use of catchy slogans
- Pajala-Yllas Airport example (1)
- Pajala-Yllas Airport example (2)
- The trouble with advertising
- Personal selling
- Realistic and intelligence-based research
- Routes example
- Collaboration
- Examples of collaboration
- The 4 P's: price
- Internal forces
- External forces (1)
- External forces (2)
- Price incentives
- Waterford Airport incentives, 2008
- Knock Airport TV campaign
- The Pajala-Yllas Airport web site
- Shannon Airport marketing support, 2008
- Overseas visitors to Ireland
- EC ruling 3rd February 2004
- The 4 P's: place
- Chambery-Savoie Airport web site
- Supporting online distribution
- Benefits for airports
- Summary
- Thank you for your attention!
Topics Covered
- 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
Talk Citation
Halpern, N. (2009, June 30). Marketing airports to facilitate the development of tourism [Video file]. In The Business & Management Collection, Henry Stewart Talks. Retrieved August 31, 2024, from https://doi.org/10.69645/PEYI6328.Export Citation (RIS)