2. AIR SHOWS IN UK
http://www.airshows.org.uk/map.html
3. OUR CUSTOMERS
This is the Bournemouth Tourism
council and is in charge of planning
and executing plans for the air show.
‘The Bournemouth Air Festival is
more than just an Air Show
’(Bournemouth Tourism)
http://bournemouthair.co.uk
4. AIR SHOW STATISTICS
The Bournemouth Air show has been
running for 6 consecutive years with
the pilot show at 2008.
Its been an incredible success with over
4.5 million people in attendance so far
It’s the UK’s leading resort and
considered and recognised by the USA
Today as one of the top 10 air shows in
the world
http://bournemouthair.co.uk
5.
The 2010 Bournemouth Air Festival
was marred by poor weather although
the general public still enjoyed the
static displays and the small amount of
flying that took place
2011- Red Arrows pilot dies in
Bournemouth Air Festival crash
The biggest was that sadly the Vulcan
could not make it. A fuel leak was
responsible for the cancellation.
http://www.triposo.com
6.
7. AUDIENCE
DEMOGRAPHICS
Bournemouth Air Festival audiences by gender/age group
25
Percentage
20
15
Male
Female
10
5
0
0-16
16-34
35-44
45-54
55-65
66+
Age range
http://bournemouthair.co.uk
8. RESEARCH SHOWS...
98% of people said the Air Festival had
a positive impact on the town
94% of visitors really enjoyed the fourday Festival
The economic contribution of the Air
Festival since 2008 has exceeded
£120million
http://bournemouthair.co.uk
10. The event currently uses these venues:
Kings Park, BH7 7AF
The Littledown Centre, BH7 7DX
Redhill Park, BH9 2SW
Queens Road car park, BH2 6BE
http://bournemouthair.co.uk
11.
Lloyd’s insurance as their
insurance market
Hayward Aviation limited as the
insurance broker.
12. Insurance covers being
offered
Airline operations
Airport operators and service providers
Aviation service companies
Business Aviation
Commercial operators insurance
Fixed wing operations
Non-aviation insurance services
Rotary wing operations
Vintage Aircraft owners
Airside Liability Insurance
http://www.haywards.net
13. Exhibitors
Small companies get their own
insurances
Public liability insurance
The exhibitor is responsible for all
equipment bought onto site and for
ensuring all insurances are
obtained and contractual
obligations met
http://bournemouthair.co.uk
16. 2013 AIR FESTIVAL PATRONS
Abbey Life Assurance Company Limited
Arlington Hotel & Whitehall Hotel
Bournemouth Chamber of Trade & Commerce
Bournemouth Pier
Bournemouth Red Arrows Association
Bournemouth University
Local Ward Councillors
Mike Stokes Motoring + Motorsport
Natwest
Royal Bath Hotel
Councillor Allister and Mrs Sheila Russell
Sembcorp Bournemouth Water Ltd
Worth Accountants LLP etc.
http://bournemouthair.co.uk
17. Our recommendations
Press insurance- presenters, stands and
cameramen, reporters, newsmen, blog
editors
Insurance for small businesses
Event cancellation/ weather insurance
Motor insurance (car parks and rides)
Displays insurance
Our package should not involve
government insurances scheme
19. References
•
•
•
•
BournemouthAir,2013.Bournemouth Air FestivalWhat’s on(online).Available from
http://bournemouthair.co.uk/whats-on/ [Accessed
09/02/2014]
BournemouthAir,2013.Bournemouth Air FestivalBusiness(online). Available from
http://bournemouthair.co.uk/business/ [Accessed
10/02/2014]
Hayward,2007. Welcome to Hayward Aviation(online).
Available from
http://www.haywards.net/Home/[Accessed
12/02/2014]
Triposo,2014. Bournemouth Air Festival(online).
Available from
http://www.triposo.com/section/Bournemouth_Air_Fest
ival [Accessed 13/02/2014]
Editor's Notes
As customer analysts we tried to analyse customer issues through the use of market research and marker segmentation and as such gained an understating as to what an air-show event management company will require.
The map shows an overview of air shows in the UK, we can deduce from this map that there are a lot of air shows events in the UK therefore insurances for this sector is really important.http://www.airshows.org.uk/map.html
Our customers are the event planners of the air show which is overseen by the Bournemouth tourism council. Air Festival organisers make extensive use of traditional marketing, PR and communication channels, printed and online media outlets and social networking, giving sponsors access to a massive, worldwide audience.
Bournemouth Air Festival is a free public event; it is the perfect platform for marketing, branding, messaging, social networking, product placement and sampling activities to a massive audience. It has family-oriented attractions, interactive displays, beach front concerts and a host of resort-based activities highlight the festival feel of the event.Family-orientedattractions, interactive displays, beach front concerts and a host of resort-basedactivities highlight the festival feel of the event.Being a free public event, it is the perfect platform for marketing, branding,messaging, social networking, product placement and sampling activities to amassive audience.
Any public event, particularly a new one, involves financial risk, but there are ways to minimize it. Air shows have the best safety record of any spectator motorsport, but even the most minor mishap can draw disproportionate, negative media coverage for example several air mishaps have occurred in the Bournemouth air show such as listed above
As an evidence of our research, we’ve found out from the Bournemouth council that they are currently been insured for 50 million pounds.
More than six million people have visited the Air Festival since its launch in 2008. The audience, comprising huge numbers of locals as well as visitors from across the UK andEurope attracts people of all ages and social groups.The first Bournemouth Air Festival was held in 2008, attracting over 750,001 visitors.Its second year, 2009, attendance almost doubled to an estimated 1,344,000 people. An estimated audience for year 2014 is 1.4 million over the four days and three nights.The Bournemouth Air Festival attracts the largest audience of any aviation event in Europe, thanks to the diversity of the entertainment programme, and the addition of three evenings of spectacular Night Air entertainment.http://bournemouthair.co.uk/bournemouth-air-festival/wp-content/uploads/2013/12/FINAL-Exhibitor-Traders-Leaflet.pdf
The air show also have a huge impact on the economy has seen from these past records therefore it serves as an important form of tourism for Bournemouth and the UK as a whole.
Market segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers who have common needs and priorities and then designing and implementing strategies to target them.
We have identified the following as the segments expected from our market. We’ve also identified other segments such as car park and rides areas for the events.
We’ve also found out from researches that the Bournemouth Air show currently uses Lloyd’s insurance as their insurance market and Hayward Aviation limited as the insurance broker. Both of these companies are based in London and are very reputable for their insurances services.Hayward Aviation Limited is a leading international specialist aviation insurance broker, based in the UK, supporting clients in over 70 countries around the world.We are assuming that they’re really satisfied with the services been offered due to the long history of partnership between both parties.
Hayward Aviation Limited is a leading international specialist aviation insurance broker, based in the UK, supporting clients in over 70 countries around the world. The aviation sector involves a wide cross section of businesses and services, from airport ground handlers to maintenance services, re-fuellers to interior re-furbishers. Each business has an aviation and non-aviation exposures where the consequences of failure may be catastrophic. In aviation there is little margin for safety. These are the insurance services currently being offered by Hayward, for more information you can visit their website.http://www.haywards.net/Home/index.php
The air show boosts a lot of small companies who are required to get their own insurances. From the trading terms and conditions, we found out that this is usually in form of a public liability insurance (including products liability if selling) up to the value of £5 million and employer’s liability insurance up to the amount of £10 million is required. This must be submitted at the time of booking.Last years event attracted big name brands Nintendo, Audi, 20th Century Fox, Haribo and Skoda to name a few.http://bournemouthair.co.uk/business/
These are some of the comments from companies who participated in previous air shows. We can see from these that the air show is a huge platform for businesses to showcase themselves. It adds lots of fun and colour to the event also adding that it yields lots of profit for the businesses.The number of businesses that have participated in the events have increased over the years.
The image shows sponsors and areas where the money is used in the air show. We can see that the air show draws a lot of sponsorship. The image does not also show that insurances are brought from sponsors fund so it can be said that he government supplies funds for insurances.
These and even more are a number of patrons supporting the show. The show draws patrons from all walks of life, from all parts of the country.
After all our researches and findings, we’ve come up with the following recommendations:- Our package should provide insurances for the press, these are key factors of the air shows as they help in showcasing the air show to more people. - As mentioned earlier, small business are with the responsibility to buy their own insurances, we are suggesting coming up with packages that involves small business where they can acquire their public liability insurance from the air show insurance package. This can be acquired when they submit their form of trading. It eases the process for them.- Weather insurance typically covers lost admission and concession revenues, but policy terms are exacting. Show organizers may initially be tempted to buy it to cover the flying hours of the show, but it should really cover time earlier in the day, when the public makes the decision whether or not to attend based on the weather.- We also recommend that the parking areas of the air show should be insured, these places have already been identified in the slides allows for the viewers and smaller businesses park their vehicles hence plays an important part in the success of the show.- This refers to additional screens that may be used to show the event. Due to the large number of attendees, not everyone will be able to view the event as convenient as they would want to hence the need for this equipment and the need for protection for their handlers. - Our package shouldn’t involve government insurances scheme as it might result to wastage, being government, they would already have a reputable insurance cover to go by. Despite been a large company, the department is just developing a product that is new hence unlikely to be used by the government or bigger events like the air show. - Air shows can sometimes be the victim of their own success. Profits can be the destroyer of a show because everyone wants to get paid – and the show can’t sustain it.But if organized properly, a show can provide a great platform for business and provide the local area with a highly prestigious event therefore the need for insurance is very important.
These are most of the emails and contact numbers of the people we got in contact with throughout our project. Though we were not able to get information from most of them.
