Campaign Objetives
- Increase passengers and airlines traffic at the airport
- Promote the opening of the new terminal
- Position the airport as the first regional airport in of Belgium
- Position the airport as the “Friendly airport”
- Eventually attract new airlines to expand the destination offer
- Work closely with the airport’s stakeholders (passengers, airlines, politics, neighbours)
- Promote new destinations available from the airport
Implementation
- Set up a media event to announce the official opening of the new terminal (in presence of King Albert II), targeting travel and lifestyle media, both B2B and B2C, and also main press.
- Set up regular press meetings to announce new destinations
- Write and distribute one press release per week to inform on passengers traffic, new airlines, summer/winter promotions, etc.
- Organize press trips to discover new destinations in Europe and North Africa
- Work in close collaboration with local Tourism Offices
- Work in collaboration with the airport’s partners to promote their services (shuttle, parking, shops in the safety zone, etc.)
- Manage all image and pictures production
- Writing and publishing the airport internal magazine (for staff)
- Media database creation, extension and management
- Crisis communication advising and management during strikes or issues
Results
- Positioned as the most Friendly airport of Belgium
- Reached the place of 2nd biggest airport, after the national airport of Brussels Airport
- From 300.000 passengers a year to 6 million
- Attracted new airlines
- Maintained close relationship with reporters
- Managed crisis situations such as strikes, union relations and negotiations, customer dissatisfaction, airplane crash
