Here's how you can infuse creativity into developing effective marketing strategies for airports.

With the work I did for Ontario Airport, the first thing I did was understand the area, demographics, distance from LAX and John Wayne OC. What did Ontario offer to SoCal that was different and BETTER? What I found out was the level of frustration with LAX, the traffic, the grind, the cost of parking. Then you set about to promote a viable alternative that promises ease, modernity, value. The line I came up with was So Cal, So Easy. They use that to this day.

Highlight the USP. Easyness for the travelers. Friendliness of airport staff. Human elements. How the airport staff support the travelers. Convenience for old age, and passengers with special requirements like wheelchairs. Facilities. Digitization of airport experience. Baggage drop facilities, convenience of parking.

Estacionamiento automotor: Costos accesibles al Pax, Cada area de estacionamiento con Servicios de traslados de equipaje al Counter de Atención al Pax, priorizando las distantes. Negocios de comida: El prestador de servicios de cada Aeropuerto, debe implementar un sistema que permita tener más alternativas en variantes, según las especialidades por región o país más solicitados, con costos accesibles .

Technology Integration - Leveraging cutting-edge technology can revolutionize airport marketing strategies, enhancing passenger experience and operational efficiency. By implementing advanced data analytics, airports can gain insights into passenger preferences and behaviours. For example, airports can deliver personalized promotions and real-time updates to travellers using beacon technology and mobile apps. This increases passenger satisfaction and drives revenue through targeted retail offers. To ensure successful integration, airports should invest in robust IT infrastructure and partner with tech innovators, creating a seamless and engaging journey from check-in to departure.

I think the first thing we must believe is that while the world changes it's lens from boomers to gen xrs to millennials to gen Z, we must stay grounded and remember one thing - irrespective of who is traveling, everyone wishes for 1 thing at the any airport - to check in the shortest possible time - board the flight in the most comfortable manner - exit with their bag in the shortest possible time. Everything else is secondary.

Rather than “engage digitally” — which in current conditions is a lot like advising “breathe air”— the best advise is always to fish where the fish are, and using the channels most likely to capture attention and meaningfully connect. on that score, old school linear TV is still the paramount medium for aggregating large audiences. Niche magazines, in actual print, are red hot (see the New York Times article from 6/22/24 that talked about Adventure and others). The great thing about this category is there are so many useful opportunities to leverage the moment in ways that relate to the “product.” Don’t get all formulaic and executional before you savor the possibilities.