To attract new customers airports need to pay more attention to marketing, particularly on developing their brand, argues Karin Butot of the UK's marketing consultancy The Airport Agency
Airline Business has closely followed the lengths to which regional governments and airports go to attract low-cost carriers. The impact of the low-cost "culture" and its numerous demands on the way airports market themselves is still unfolding. As if to further clarify this cultural change, easyJet bluntly advertised its selection criteria in selected newspapers for European airports this June, issuing a tender to which no less than 80 airports responded.
To attract new customers, larger airports must understand the power of marketing. Too many still consider themselves to be nothing more than a landlord. Little wonder then that regional airports are beginning to give them a run for their money.
But there are signs that the big guns are waking up to the competitive threat that the emerging airports pose. Airports have historically been behind their airline counterparts in terms of marketing. As MyTravel's Tim Jeans puts it: "The majority of airports are not proactive or dynamic. We need to see a new level of professionalism in airport marketing."
Low-cost carriers are casting a light on previously unheard-of airports, indeed these constitute almost a new "breed" of airports, one that is not ashamed of going and "thinking" low-cost.
Unsurprisingly, many regions are getting behind their airports, having reasoned that the inward investment and inbound tourism generated outweighs the benefits of, say, a new call centre or even a car manufacturing plant.
So if the European regions are taking control of destination marketing and the airlines are driving consumer marketing, what role is left to the airport?
Airports need only look to other industries for the answer, and that may lie with the brand. Few airports seem willing however to take their brand and attempt to create a unique, differentiating experience, then market it aggressively to airlines.
The UK's Liverpool John Lennon Airport is an interesting example of a successful rebranding. It has succeeded in demonstrating that the airport's brand values are in essence what Lennon himself stood for - creativity, youthfulness and slightly anti-establishment. Other examples include Oslo Gardemoen with its unique art experience featuring its "sound showers". Amsterdam Schiphol has its "Airport City" image and the unmistakable yellow bag as the ultimate symbol for shopping galore. Copenhagen, through its superior architecture, oozes a distinctly Scandinavian experience.
One of the latest to have moved ahead with proper branding appears to be Cologne/Bonn, which has employed a unique and creative approach to signage. However it has been unable to market the airport's name - it is named after former German Chancellor Konrad Adenaeur.
Most airports have a long way to go before they realise the power of effective branding. Low-cost airlines are showing the way through some uncompromising "attack" marketing. Slovakia's SkyEurope Airlines has conveniently renamed Bratislava Airport - which is located just 60km across the border from Austrian capital - Vienna-Bratislava.
The biggest marketing move for France's Beauvais airport, engineered by Ryanair, was to change its name to Paris-Beauvais, reaching instant awareness in the minds of potential passengers. The same goes for Ostend. Where is it? Why go there? Advertised as a gateway to Bruges, which is after all, only a 30 minute drive away, Ryanair turned the London-Ostend route into dramatic success. Deceptive or inviting, the move has certainly been positive for the region.
For an airport name to become the first step towards awareness, it ultimately can be effective if, like any brand, it delivers its promise. While it would be ridiculous to think that passengers would travel hundreds of miles just for an airport experience, clearly when there is a choice within a city or a region, the power of individual airport brands will have a determining impact.
And when the airline has narrowed its selection, the power of the brand should help it decide. As Tony Davies, bmi managing director, says: "A brand is a real differentiator and the airports that stand out for us are going to stand out for our customers."
Source: Airline Business
