How to
TOP TIPS • Set clear objectives • Be bold and be different in order to stand out from the crowd
• Refl ect your geographic area in your choice of food, drink and entertainment
• Create an interactive element to encourage delegate participation
• Plan everything well ahead and leave suffi cient time to prepare
• Ensure all staff are easy to identify and well briefed
• Keep any presentations short and to the point
• Ensure you maximise your 50-minute meeting opportunities
featuring messaging centred on business, sport and culture. “Manchester is famed for football and music, so we knew these would work for us. We also featured quotes about Manchester by famous Manchurians and well-known, credible international publications. These represented the sense of humour, pride and attitude of the city,” explains Nadine Callan, head of airline marketing at the airport. To draw attention to the stand, Manchester had free-style footballers doing tricks during a lunch break, while at other times of the day guests were invited to choose their favourite song by a Manchester band or musician, which was then played on the stand.
Business discussions Hosted Networking Stands are effective in showcasing regions and communicating messages, but they have the added – and arguably more important – benefi t of allowing stand-holders and stakeholders to have
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Manchester made sure its team was easy to identify and created a buzz around football. Here the team is with a signed Manchester City shirt, the world’s richest football club.
a dedicated meeting space on the stand itself – something that both Gatwick and Manchester recommend. “One of the biggest benefi ts of this is not having short time constraints on meetings,” says Gatwick’s Hopkins. “Plus, having our own meeting area on the stand allowed us to network with airlines and key aviation industry delegates and discuss how we are developing the airport to achieve growth and create a better environment for passengers.” Manchester, meanwhile, appreciated
the fl exibility that the meeting space offered. “It allowed us to have a specifi c meeting place for ad hoc or spur of the moment appointments,” says Callan. “We had a very fl exible approach to the space, meaning that we could remove it when required, allowing us to free up space when the meeting area wasn’t in use.”
Good hosts
One element that all stand holders really took seriously in Vancouver
was food and drink, from sushi on the Swedish Cities/Swedavia stand, to dates and Arabic coffee with Abu Dhabi.
Gatwick chose to highlight its new identity by serving a ‘teal blue’ Gatwick martini during ‘happy hour’, while Manchester offered healthy smoothies and snacks in line with its sporting theme. “This allowed people to get some well needed vitamins during the constant meetings and late nights,” explains Callan.
But did it work?
Airline marketing is a marathon rather than a sprint but both Gatwick and Manchester believe that their efforts in Vancouver were fruitful. “The feedback we have received from the airline community during and since the event has been extremely positive – it was a huge success,” remarked Hopkins. Callan agrees, saying: “We were very pleased with the results and the hard work continues now we are back from Vancouver.”
RN
www.routes-news.com
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