• View the Talks
• 36 min
  1. New Challenges in Airport Business

  • Mr. Ian Lowden
• 34 min
  2. Airport branding

  • Mr. Jim Rudolph
• 41 min
  3. How to market a regional airport?

  • Mr. Marc Watkins
• 21 min
  4. Airline marketing

  • Mr. Bernard Lavelle
• 39 min
  5. Air cargo: the neglected area

  • Dr. Rafael Echevarne
• Archived Lectures *These may not cover the latest advances in the field
• 35 min
  6. Understanding the current market for airline services at airports

  • Ms. Louise Congdon
• 55 min
  7. Establishing a contemporary airport route development strategy

  • Mr. John Weatherill
• 18 min
  8. Modern marketing strategy at US airports

  • Dr. William Rankin
• 51 min
  9. Marketing airports to facilitate the development of tourism

  • Dr. Nigel Halpern

Printable Handouts

PDF

Navigable Slide Index

1. Introduction
2. Brand defined
3. Why brand your airport?
4. Airport branding challenges
5. Major branding phases
6. EIA branding process
7. Research - phase I
8. Key findings
9. Open-ended responses
10. Collateral audit
11. Competitive audit
12. Why rebrand EIA?
13. Old "brand" family
14. Key strategies
15. Strategic development - phase II
16. Defining the past, present and future
17. Defining the essence of brand
18. Brand values wheel
19. The visual mark of brand
20. Gaining approval
21. Implementation - phase III
22. Building the excitement internally
23. External launch - a new day
24. EIA team event
25. Media event
26. Annual general meeting
27. Launch campaign
28. Language of speed campaign
29. Measuring success - so far
30. Benchmarking
31. Airports must brand

Topics Covered

• 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

Links

Series:

• Airport Marketing

Categories:

• Marketing & Sales

Talk Citation

Publication History

• Published on June 30, 2009