+ + ADDING UP OUR AIRPORTS
BY ROBERT FINE, DIRECTOR OF ECONOMIC DEVELOPMENT CENTRAL OKANAGAN REGIONAL DISTRICT
A
irports constantly strive to improve the experience of those travelling to, from and through
their doors. Kelowna International Airport is certainly no exception. With the addition in recent years of new food and beverage services including White Spot Restaurant and Lounge in the departures area (after security), the Okanagan Estate Wine Cellar and Tim Hortons located in the main terminal building prior to check-in, YLW continues to improve services and brands.
From a marketing perspective, JCDecaux an international market research firm, wanted to find out how passengers experience brand communication in airports and launched a worldwide research study, to better understand how passengers live what they describe as the Airport Experience across the globe. Airport Stories is considered to be the very first in-depth survey spanning the airport medium on four continents, focussing on the international frequent flyer at 8 major airport hubs across Europe, Asia, USA and Middle East, including Hong-Kong, Shanghai, Changi, London Heathrow, Paris, Frankfurt, Dubai and New-York JFK airports.
The key finding from the Airport Stories World research is that consumers in airports are ready for even more engaging advertising solutions, while the last wave of technology introduced charging stations, digital interactive networks, touch screens and sponsored game zones. Linking brand recognition to services is also a key demand from consumers, with for example, sponsored free Wi-Fi access welcomed by 77% of respondents.
The Airport Stories study also reveals the power of digital media. While waiting for flights, airport passengers have more time to interact with technology with 66% who want to
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download entertainment, and an equally impressive 61% who wish to download offers and coupons to their smartphones.
A resounding 91% agree that brands benefit from advertising in airports, as passengers believe that advertising belongs in airports. The report supports this outcome by demonstrating that airports create a range of emotions – ranging from anxiety due to security screenings and crowds yet at the same time the positive feelings of excitement and pleasure. They are quickly in a mood
for shopping, discovery and relaxation, and they tend to feel they are in a very different place. Approximately 86% think airports are a good place for brand trial & sampling and 85% enjoy airport advertising and passengers frequently mention this claim.
Airports obviously do not thrive on advertising alone, but as this study demonstrates, companies sharing their brands and allowing passengers to access information about them in new ways will continue to build on the airport experience.
SUMMER 2012 | 21
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