Mohit Malhi
Manager –Commercial Non Aero
Delhi International Airport Pvt Ltd
Branding Your Airport
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Table of Contents Page No.
A. Introduction…………..………………………………………………………………..2
B. Background and Context Setting…………………………………………………… .. 2
C. Strategic Brand Positioning for an Airport
I. Airport Brand Creation: Need and Outcomes ………………………….. .3
II. Airport Brand Creation: Process ……………………........………………. .5
III. When Should an Airport Look to Build its Unique Brand ……………….. ..6
D. Brand Delivery
I. Strategic Themes…………………………………………………………….7
i. Brand Guidelines ii. Usage Scope
iii. Tagline and Logo iv. Co Creation Parameters v. Brand Associations
vi. Launch : Big Bang or Phased
II. Tactical themes …………………………………………………………… .9
i. Online and Social Media ii. Real World touch point Strategy
E. Recommendations and Conclusions………………………………………………….15
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A. Introduction
It is my endeavor to share through this report my understanding on the changing landscape of how Airports are perceived by stakeholders, passengers and the community and thus the need to present a Unique and differentiated offering to the world. One of the key Strategies in this regard is to create and embrace a Unique Airport Brand. The various aspects of creating an Airport Brand have been explored in my report with definitive steps and directions which may serve as a reference point in this decision. Aspects addressed include the Airport Brand creation needs, the recommended process and the various innovative ways in which Airport Brands can be delivered. Among various strategic and tactical themes- a key area of focus for Airports around the world has been online and Social Media and a special emphasis has been levied on the same.
The various analytical and quantitative information and references used in this report are as a result of my understanding of the sector , secondary research and interaction I had with various leading Advertising agencies and Brands as part of my official role.
It would be my eventual aim , that this report should serve as a reference document for airport marketing managers in proving them framework for analyzing and taking the decision to creating a Strategic Differentiation beyond the Normal !
B. Background and Context Setting
Data Records prove that Air traffic has doubled every 15 years in the past. In today’s ever-changing and dynamic economic scenario when ‘Uncertainty’ has become the new ‘Normal’, Air transport continues to be a growth industry, resilient to external shocks. Such robust growth in Air travel will need to be supported by massive scale up-gradation of Airport infrastructure and capacities. Not only does this prove to be a strong catalyst to the growth of the Travel Industry, development of Airports has also proven to have a huge impetus of the overall economic development of the region.
More airports, improved infrastructure, better connectivity and a well-informed traveller – this provides a wakeup call to all Airport Operators to initiate the process of establishing a strategic differentiation for their Airport. While staggered and random efforts to establish a differentiation may yield partial results, the need of the hour is to commit energies towards a long term strategy and establish a Unique Airport Brand. Airports have to clearly register in consumers mind as to what it stands for and having an airport brand manifests this clearly through values and helps it differentiate from rest. Creating an Airport Brand not only addresses this need but also satisfies a host of others which are further detailed out in my report. It appears as if in today’s tough operating climate, an ever-increasing number of airports are turning to brands in a bid to make them stand out from the crowd.
With this background, I would thus like to embark on this journey of Airport Branding a delve into some of the finer aspects of the topic and carving out a defined path towards this ultimate destination!
The Global Air Travel and Airport Industry has seen a robust growth and demonstrated resilience in tough times as well. With the rapid increase in Infrastructure upgrade and Airport Development, the need of the hour for Airport Operators is to create a differentiation and make their voice heard.
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C. Strategic Brand Positioning for an Airport
I. Airport Brand Creation: Need and Outcomes
An Airport is a mammoth machinery and the typical structure ( as depicted below) is extremely complex. There are multiple stakeholders who work in tandem with the Airport Operator for the smooth functioning of an airport.. Each of these Stakeholders handles an equally important role ensuring that the overall experience the Airport provides is pleasant. More so, all such experiences at an Airport , are almost always , directly linked with the Airport Operator. MULT FACETED AIRPORT ENVIRONMENT
Therefore, an Airport brand eventually is what passengers and other stakeholders think about the Airport and the services and products provided based on the sum total of all their experiences. Such Airport Brands formed by the customers’ perceptions of the typical experiences encountered there or by what they have heard or read about that Airport can be called an ‘Ad Hoc’ Airport Brand.
The brand values of an Adhoc Brand are inconsistent as they will tend to vary with each differing experience. In contrast to an ‘Ad Hoc’ Airport Brand, a ‘Strategic’ or ‘Unique’ Airport brand is defined and managed by the airport operator in collaboration with its stakeholders, business partners and airport employees. This represents a consistent airport promise to all the customers. There are compelling needs and reasons why Airports would take the leap of faith in creating a Unique Brand and I will delve further into the objectives and benefits in the subsequent sections.
AIRPORT BRAND
Airport operator
Business Partners- Non
Aero
Regulatory Agencies/
Central Bodies
Internal Stakeholders
Airlines, Cargo,
GHA's
ADHOC
Built on Perceptions, experiences, word of
mouth etc.
Brand values will vary with every varying
experience
UNIQUE/STRATEGIC
Created by the Airport Operator in conjunction with Key Stakeholders
Consistent Brand value delivered
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AIRPORT BRAND CREATION: NEED AND OUTCOMES
Valuation Booster
Need Implied Benefit Key Outcomes
With the Long Term Advantages, it is not difficult to conclude that an airport operator should strongly think of creating an individuality in order to differentiate itself from rest Airports without a Brand, may be missing out on a huge Opportunity!
To be the Preferred Airport for Passengers
To be a strong HUB ( Regional/Transit )
To be a leader in Pax Airport Spends
To be the Preferred employer
To be the Preferred Airport for Stakeholders
To Maximize Shareholder Value
To Demonstrate strong Community Connect
To build strong perceptions with Government and Regulatory
Functionaries
Sustained Passenger Growth Stress Free Travel Experience
Higher Pax Growth High ASQ Scores
Cargo & Aero Business Growth Smooth Transit Facilities Enhanced profitability
High Cargo Tonnage Aero Business Contribution New Routes/New Airlines
Growth in Non-Aero Revenues Enables price premiums Magnet for new global business opportunities Enhanced profitability
High Non Aero Revenues High SPP ( Spend Per Pax) High ATV(Average Ticket Values) & Penetration Leading ASQ Retail Specific Survey scores
Enhanced Employee Motivation Higher Performance and better customer service Consistent Service Delivery
High Employee Engagement Scores Low Attrition % High ASQ Scores
Stakeholder Engagement Efficient and Integrated Airport
High Stakeholder Satisfaction Scores High ASQ Scores
Builds credibility Builds Long Term equity Valuation Booster
Increase Stock Price Better PE Ratio Large Market Cap
Builds a cohesive Airport Community
High Community Engagement High Economic Contribution of airport to Economy High No of CSR Initiatives
Positive response on Statutory matters Timely Government support Strong Economic Contribution from Airport
Low time for statutory matters resolution High support on policy matters
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I. Airport Brand Creation Process
I have already enumerated the various Airport Brand Creation Needs and Objectives that any Airport would start out with. As a precursor to the Brand development process, each of chosen the Needs must be aligned with the Airports Long term vision. An Airport must be prudent in choosing the Branding Objectives- having too many is not recommended. Depicted below is the recommended Airport Brand creation process which would lead to the Airport Brand positioning.
Positioning will define Brand Values &
the Airport Brand delivery Process
Selected Airport Branding Needs/ Objectives
AIRPORT VISION
Step 1 :
Determine your Airports Key Competencies
What are your strengths and how can they be
leveraged
Step 2:
Identify and Analyze Key Stakeholder needs, wants
and aspirations.
Key to ensure wide acceptance of the Brand
being created
Step 3:
Competition Check
Benchmarking, Differentiation and
Adaptability to Change
Step 4:
Develop Alternatives for Airport Brand Positioning
based on Steps 1-3
“ What do we want to be known for tomorrow”
Step 5 :
VALIDATE the chosen Positioning options
Relevant- Yes/No
Unique- Yes/No
Implementable- Yes/No
AIRPORT BRAND DELIVERY
Align
Airport Brand
Positioning
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II. When Should an Airport Look to Build its Unique Brand
Captured herewith is an Airports hierarchy of needs – which provides a logical framework answer to When’ should an Airport move towards creating its Unique Brand.
The Brand creation and Brand Building should logically be done once an Airport has reached a reasonable level of operational efficiency and revenue growth. This ensures that the Airport Brand creation will be able to provide an impetus to the efficiency and revenue output hitherto. For Airports which are still reaching a reasonable level of Operational Efficiency, getting into an Airport Branding exercise may not yield the desired result.
D. Brand Delivery
Positioning paves way for the detailed planning of the Airport Brand delivery. A two pronged approach is recommended for the Brand Delivery and for sake of clarity, I have classified the same into Strategic and Tactical Brand Delivery themes.
Brand
Strategic Differentiation
Revenue Growth
Operational Efficiency
Regulatory Compliance
AIRPORT BRAND DELIVERY
Strategic
1. Brand Guidelines 2. Usage Scope 3. Tagline and Logo 4. Co Creation Parameters 5. Brand Associations 6. Launch : Big Bang or Phased
Tactical
1. Web and Online 2. Real-world or Touch
point Strategy
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I. Airport Brand Delivery-Strategic Themes
Strategic Theme How does it work?
Define Brand Guidelines
“ How to Use the Brand”
Define Usage Parameters and Scope
“ Who all will Use the Brand”
Creation of Tagline and Logo
1
3
2
It lays down the rules that make the Airport Brand work. Includes brand’s history, vision, personality and key values.
Defines Color Palettes, Image Styles and Type Styles for the Brand.
Guidelines should be flexible enough for designers to be creative, but rigid enough to keep it easily recognizable.
Provides CONSISTENCY
While the Airport Operator creates an Airport Brand in conjunction with key stakeholders, its effectiveness depends on acceptance and adoption of the brand by the community.
Other than the Airport Operator, there are multiple other stakeholders who will thus be using the brand but the same has to be defined clearly .
Prevents DILUTION
It cuts through marketing clutter and communicate the Airport Brand in a sticky, memorable way.
It becomes your Airports ‘Stamp of Quality and Service Efficiency’
Co-creation has benefits- detailed subsequently
Brands Omnipresent MANIFESTATION
Strategic Themes
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Strategic Theme How does it work?
Define Co-Creation Parameters
Finalize Brand Associations
Rollout- Big Bang or Phased
6
5
4
Co-Creating with community , some defined elements of the Airport brand has tremendous possibilities. Not only will it create enough and more buzz about the Airport and its Brand , it will also ensure that the new Brand and its various elements are easily recognized and accepted by all- further strengthening the bond that the community has with their City’s Airport.
Logo Co-Creation Tag Line Co-Creation Establishes COMMUNITY CONNECT and BRAND ACCEPTANCE
Brand association or Celebrity Endorsements Can :
Builds Brand Equity Faster
Helps Airport Brand Recall
Makes the Airport Brand Promise More Believable
Make Airport STAND OUT
This is a key decision involving clearly thought out steps.
A big Bang Rollout across ALL Tactical touch points will surely give a strong impetus to the Airport Brands recall. However, it is difficult to correct if required later.
It may be better to Phase out the rollout to the Online and Social Media Touch points before the real world. Feedback and corrections can easily be done without much cost and then incorporated.
Strategic Themes
Strategic Brand Delivery themes provides a strong framework for the Airport Brands tactical delivery through various touchpoints
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I. Airport Brand Delivery - Tactical Themes
Theme 1 : Web and Online
The power of Internet can be leveraged to-
1. Increase the Airport brand awareness 2. Reinforce the Airport brand’s unique value proposition and Promise 3. Tell the Airport brand’s story 4. Build a strong data base 5. Create a dialog with passengers, potential passengers, Stakeholders and Community
Tactical Themes-Web and Online
CREATE AND MAINTAIN AN AIRPORT BLOG
Significantly increase search visibility, establish expertise and build a community, airport brand trust, and builds subscriber lists.
Add meaningful content to the blog on a regular basis.
Blogs need to be fed constantly or else they die.
1 BROADCAST AIRPORT RELATED CONTENT ON SUBSCRIBER LISTS
Develop a distribution schedule and adhere to the same
Visuals work better on internet. Broadcast powerful Airport related visuals to create ‘awe’.
2
A VIDEO SPEAK MORE THAN A HUNDED PHOTOS
Create compelling Airport Brand related Videos and share on key platforms ( Youtube/Metacafé etc) through dedicated Airport Channel
Airport Construction phase Updates broadcast, Airport Events
Airport Web Seminars
3
GET ON THE MOBILE
Airport Mobile Application – BB/Android/Windows/IOS platforms
Mobile Website
.
4
LEVERAGE THE AIRPORT WEBSITE
AND SOCIAL MEDIA
The Website and Social media are some of the most powerful Airport Brand building tools.
5
ELEMENTS: WEB AND ONLINE STRATEGY
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I would like to delve a bit deeper into some aspects of the benefits of Website and Social Media for Airport Brand Building:
a. Airport Website
The Website is the Online face of the Airport. The decision to set up a website is a strategic decision and requires commitment and attention to make the effort successful. Poor maintenance, non-working links, grammatical mistakes, irregular updates, non-responses to consumer mails are but some of the many faux pas that several big brands with poor websites have been found guilty of in the past.
Some Key pointers to developing a strong Airport Websites:
b. Leveraging Social Media
Increasing use of social media throughout the world has changed the way people communicate and share information on a daily basis. Social media provides an opportunity for two-way communications in real time— an invaluable tool for airport operators who provide time-sensitive service to large numbers of people. Social Media Maturity Stages @ Airports
Social Media , like any other initiative must evolve over a period of time and graduate through various phases. I have tried to enlist them as a reference of social media maturity and effectiveness at Airports.
STAGE 3: Predictive
STAGE 2: Proactive
STAGE 1: Reactive
It Should express the Airport Brand Personality / Rich Content / Emphasize Differentiation / Detail out Brand Heritage Has Updated News of the Airport/ Suggestions/Feedback / Speedy Loading/ Updated Career Section/ Strong Business
Opportunity Pages
Centralized Responsibility for
Airport/Buy in from
Stakeholders/Strong online
Engagement
Highest Level of SMM/ROI
measurement done/Highly
engaging/Strong Tech Platforms
to support
Non Consistent Approach/Weak
Governance/Absence of Buy in
from Stakeholders
Tactical Themes-Web and Online
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SOCIAL MEDIA AND ITS KEY BENEFITS TO AIRPORTS
Connecting with Passengers
Informal Communication
/Feedback/Information/New Service
/Discounts/Promos/Contests
Building the Airport Image
Online Face/ Target Key Pax Groups/ Share Service Quality
stories/testimonials/Updates
Increase Non Aero Revenues
Online Contests/Special Offers/Location
based messaging/Perso
nalized offers
Manage Airport Ops Better
Feedback and course correction/ Develop ‘Social
Intelligence’/Fast reactions
Engaging with Employees/Stakeholders
Knowledge Mgt/Workforce Collaboration/Transparence/Ideas
Mgt/Drive Innovation
Tactical Themes-Web and Online
Increasingly large number of Airports are now focusing on the power of Online and Social Media for building their brands. Cost Effectiveness, measurability and ROI accountability are the key strengths along with the immense reach. With the internet , the
Airport Brand can reach even those who have physically never reached your Airport!
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Theme 2: Real-world Rollout- Touch point Strategy
During the commencement of the journey , we had enlisted the various different stakeholders, needs and objectives of Airport Branding. Now that we have gone through the entire brand creation process and begun executing the rollout of the same, it must be kept in mind that the rollout should encompass all the Key Stakeholders of the Airport and also be in line with the objectives set forth during the initiation of the branding process.
Keeping the above in mind, I recommend the following Real World Rollout Strategy for the Airport Brand:
1. Passenger Journey Touch point Strategy:
Touch Point Interface Aspects Opportunity to Create a Wow effect for the Airport Brand
Value to the Airport
Pre Travel 1. Web- OTA’s, Airlines for booking
2. Airport Call Centre
3. Airport Mobile Website
4. Airport Mobile Application
5. Airport #Twitter
6. Airport@Facebook
7. Travel agencies
Welcome email from the airport
Welcome Message on Airport Call Centre with Jingle
SMS alert from the Airport regarding flight timings, other alerts
Twitter & Facebook updates on offers/deals
Airport Mobile App –info on @ Airport Services/offers and beyond
Travel Agencies to be handed over Airport Brand collateral material for use and dissemination ( Ticket jackets/Envelopes etc)
Timely and accurate Information dissemination. Convenience for Pax and strong build up towards the Airport Brand experience
Kerb side 1. Approach Roads 2. Taxi’s 3. Drop point 4. Parking 5. Baggage Assistance
Airport Brand Sculptures/Horticulture Sculptures/Hoardings to welcome
Radio taxis- Welcome letter from Airport with booklet of general airport facilities
Branded Airport Parking Debit
Physical Manifestation of the Airport Brand attributes though presence and service delivery
Tactical Themes-Real-world Rollout
Real World Rollout of Airport
Brand
Passenger Journey
Touch point Strategy
Airport Employees,
Stakeholders and
Community Strategy
Hub Development
Strategy
Shareholder Value
Maximization Strategy
1 2 3 4
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Cards Baggage assistance with Free
branded permanent bag tag for pax who avail the facility
Check-in/ Security/ Immigration/ Customs
1. Flight Information 2. Self/Normal Check in
Counters 3. Information Desks 4. Regulatory Agencies
Elements of Airport Brand sprinkled across the areas manned by other agencies such as Airlines/Regulatory
Check in Screens playing Airport Brand video
CUSS Machines screens with Airport Brand
Airport Brand integration in boarding card though a jacket
Welcome message from Airport displayed at all Check in/Regulatory counters
Enhanced Passenger Experience, Clear Communication, seamless journey path, stress free environment
Commercial Zones
1. Retail/F&B/Travel Service Outlets
2. Sales Staff/Floor Managers
3. Airport Exclusive Brand Store for Merchandise
4. Airport Wifi Access 5. Lounge/Airside Hotel
Access
Airport Exclusive Products Innovative and differentiated
offering Standardized in store
communication in Airport Brand templates
Airport Brand Caps/Bags//Badges with floor staff
Airport Brand on all bills Pax Wifi landing page Airport Brand Jingle playing
through Public Address system
Airport Loyalty Program
Seamless Blend of Airport Brand, Its Values with Other Brands at the Airport. Strong physical manifestation needed in terms of standardization of in store communication
Boarding gates
1. Security Agents 2. Boarding Gate
Counters/Readers with Airline staff
Elements of Airport Brand sprinkled across the areas manned by other agencies such as Airlines/Regulatory
Thank You/GoodBye message from Airport displayed at all Boarding gate counters
Leaving a lasting memory with the passenger
Post Travel 1. Problem Resolution 2. Contact continuation
Handle issues deftly and in line with Airport Brand promise- it a moment of truth
Send emailers to registered passengers
Remaining Top of Mind
Tactical Themes-Real-world Rollout
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1. Airport Employees, Stakeholders and Community Strategy
\
2. Hub Development Strategy
3. Shareholder Value Maximization Strategy
A successful Airport Brand creation has to be supplemented by a Strategic Rollout. What is of utmost importance is to ensure a Brand Rollout and Delivery is a 360 degree affair encompassing all the key touch points.
Route Development, Collaterals, Airline
Conferences, Play Airport Videos inside
Airlines and other collaterals
EMPLOYEE STRATEGY Employee Discounts/Offers, Sales
Contests, Airport Specific Trainings,
Airport Job Fairs, Motivation- Employee
Wall of Fame @ Airport
STAKHEOLDER STRATEGY
Annual Airport Awards, Rewards and
Recognition, Periodic Joint Reviews,
Consultative decision making, Events
COMMUNITY STRATEGY Joint CSR Initiatives, Airport Tours,
Structured Community Groups, Promote
Education/Health/Environment Matters
jointly.
Investor Forums, Trade Show
participation ( TFWA, ACI Events), PR
Airport Employees,
Stakeholders and
Community Strategy
Touch point
Hub Development
Strategy Touch point
Shareholder Value
Maximization Touch point
Tactical Themes-Real-world Rollout
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E. Recommendation and Conclusion
As Airports increase in number, size and facilities for passengers, there are some which manage to hold their own and have an impact on the travelers, entire stakeholder and community around it. This lasting impact cannot be sustained through dispersed and feeble efforts but need a strong strategic push in the correct direction.
The impact of a successful Airport is not only felt by a passenger, employees or stakeholders but is far more widespread ,some of them being :
Airports generate large scale employment: Due to the multitude of various businesses, an Airport directly and indirectly contributes to be usually one of the largest employers in the region. At times- the Airport is one of the highest employers in the World as well!
Community/Social Empowerment: Several initiatives taken by Airports pave the way for sending across strong social messages to the entire community and the world. Employing only women across some of the key touch points, employing differently abled people of the community and joint initiatives taken with community to stop child labor are some of them.
Environment: While an Airport is mammoth machinery, the energy conservation and green initiatives can be leveraged and propagated through the Airport Brand- Usage of Natural Daylight, Low energy lamps etc are some of the initiatives which go a long way in contributing to the environment.
Trigger to Country’s GDP: The Economic output of all the Business from Airports often contributes a sizeable percentage of the countrys GDP.
With such widespread ramifications, it is pivotal for airport marketing managers to integrate Airport Brand Creation as part of their Marketing Strategy to achieve holistic results both in line with the Airport Vision and also other Key objectives. Using Strategic and Tactical levers an Airport Brand can be delivered effectively to the entire world. Consistent efforts in areas such Airport Employee motivation, Airport Stakeholders Engagement and Community measures take the Brand building efforts to a new playing field and it is difficult to lose the game ! Seamless integration of the Airport Brand to create the ‘WOW’ effect for passengers, stakeholders and Community provides the desired impetus to the exercise. Online and social media are a new frontier to conquer by Airports across the world. Pioneering efforts by many airport operators throughout the world continue, although the full potential of social media usage for airports has yet to be discovered. Approaching social media in a systematic way can provide benefits to both airport operators and passengers. With real-time feedback, airport operators have an opportunity to enhance the passenger airport experience through social interactions, which should result in increased revenues, passenger loyalty, and a strong airport brand.
Closing Remarks
The impact of a successful Airport is not only felt by a passenger ,employees or stakeholders . A successful airport manages to elevate the Economic Development of the entire region around it. As a powerful magnet for employment, machinery for economic output and a large payroll generator- the overall impact is huge.
With such multifold benefits and a cascading impacts- right from employees to the economy of the entire region , I would like to summarize that armed with its Unique Brand- An Airport is definitely a force to reckon with!
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