AIR 3-5 sep18 14/9/09 18:10 Page 53
ttglive.com
air knowledge
But Leeds Bradford has taken its online
presence a step further and entered the world
of social networking with a Facebook page.
The airport’s commercial and aviation
development director, Tony Hallwood, says
the page has been a “resounding success”
since it was introduced last autumn.
“It has enabled Leeds Bradford to send key
messages to agency staff and homeworkers
in a very user-friendly and informative way,
generating increasing loyalty and awareness
of our products and services,” he says.
Terminal adverts
Advertising within the terminal is a
well-used method of attracting travellers’
attention and planting the seeds of ideas for
future trips when they are already in the
holiday mood.
At Stansted, departure gate TV
screens promote new airlines or
eastern England when they’re not in
normal use. Officials also link up with
airlines and operators to organise special
promotional events in the terminal. Airports’ local link-ups can include tours for schoolchildren, on-bus advertising and in-terminal adverts and promotions
Airport tours are another popular tool, for
agency staff, their customers or members of promotion earlier this year entitled “It’s tions has been to team up with Tui to
the public, such as school groups. time to fly”, highlighting the convenience transform the platform at the airport station
Aberdeen airport says tours are popular of flying direct from Glasgow to about 90 with a “welcome beach” comprising a tiled
h
among the local business community who destinations worldwide. It was backed up by swimming pool with surrounding branding.
may want to invest, while Cardiff organises a summer flight guide that was sent to every
them for local schoolchildren. agent in Scotland. Local businesses
Some airports, such as the Peel Group, Norwich airport hopes that sending local Regional airports are also increasingly
host regional sales meetings for local compa- journalists on press trips will generate more forging links with local businesses or other
nies and agencies. These give outsiders a local coverage, but Tanya DuRose, head of groups to help improve their own product
chance to use the facilities while providing a commercial development, feels radio is and boost business.
ready audience for the airport’s marketing one of the best forms of promotion for the Southampton airport is working with the
team to give updates on latest developments. travel trade. city’s port and cruise companies to ensure a
Each Peel airport sponsors a programme seamless service for customers between
Promotional campaigns on its local radio station or the weather plane and ship. This has resulted in various
Such activities are a key tool for regional air- broadcasts, as does Stansted, which has initiatives, such as a left-luggage facility,
ports to reach their catchment audience and linked up with Radio Heart Cambridge. enabling passengers to explore the local area
most link up with local newspapers and Stansted also advertises on the airport before flying home.
radio stations for specific campaigns or on a approach roads and slapped its branding on Southampton is also working with South
longer-term basis. local buses. West Trains to promote the rail service to
Glasgow airport ran an advertising One of the airport’s more novel promo- the airport because it has a dedicated station
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