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

Links

Series:

• Airport Marketing

Categories:

• Finance, Accounting & Economics
• Marketing & Sales

Talk Citation

Publication History

• Published on June 30, 2009
• Archived on April 4, 2022