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The marketing of airports areas vincent gollain 2013

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How to market an airport and surrounding areas?

How to market an airport and surrounding areas?

Published in: Marketing, Business

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  • 1. Cergy-Pontoise, 14th Feb. 2013 Airport Areas : Territorial Marketing and Competitiveness Vincent Gollain, Chief Territorial Marketing Officer, Coordinator Hubstart Paris® Paris Region Economic Development Agency www.paris-region.com
  • 2. CONTENTS • An economy of mobility and efficiency • Airport Areas, key places and economic drivers • Airport Area Marketing Case Studies • How to market Airport Areas ?
  • 3. An Economy of Mobility and Efficiency
  • 4. New paradigms demand new strategies. Be prepared! Exchanges and Mobility are increasing Efficiency and Productivity are Key to Success
  • 5. The Mobility of Goods Volume of world merchandise exports from January 2000 to March 2012 (monthly data)
  • 6. World imports and exports as a percentage of world GDP Growth in world trade Source: Fidelity Asset Management, World Bank and IMF, as of December 31, 2010.)
  • 7. Our Economy is driven by Mobility Volume of world merchandise exports from January 2000 to March 2012 (monthly data)
  • 8. Mobility of Business Tourists 15% of international tourists reported travelling for business and professional purposes
  • 9. For City-Regions, more and more assets are mobile
  • 10. And, at the same time …
  • 11. Efficiency and productivity are Key to Success in Business
  • 12. Competitiveness depends on Efficiency : « Be on Time or …» … you loose Clients!
  • 13. Consequently A Company’s level of Competitiveness depends on « speed », efficiency, productivity More and more industries need locations giving them quick access to : Meeting venues showrooms clients or suppliers (…) Companies have to optimize budgets Business Locations must hone their competitive edge!
  • 14. Airport areas, key Places and economic drivers
  • 15. Airport Areas are key Connectors 810 million passagers for the 14 main international airport (+ 10 % in 5 years)
  • 16. Airport Areas are key Locations Airport Areas are the Places located in and around international airports They offer a great accessibility They create an efficient environnement for companies
  • 17. Airport Areas are key Locations for New Development Headquarters, Porsche in Atlanta Shopping Centers, Aeroville, Paris CDG High Tech Industry, Yokohama
  • 18. Diversified industries : example of Pudong (Shanghaï) and it’s future plans
  • 19. Airport Areas are becoming key Locations for Training facilities BEFORE : RESORT AREAS NOW : AIRPORT AREAS
  • 20. Airport Areas are key Locations for Foreign Investors 2008 – 2011 : 40 new foreign companies created 1,700 jobs in the Greater Roissy Corridor Source : PREDA / AFII / HUBSTART PARIS
  • 21. Airport Areas are key Locations for Sustainable Development Urban Farms, Atlanta
  • 22. Airport Areas Marketing Case Studies
  • 23. Airport Areas are becoming key Business Locations, but : Competition is High Competition is Global Clients are demanding Changing global regulatory environment No one-stop economic development team Different levels of goverment with different agenda © PREDA - Photographe : Vincent Gollain
  • 24. You need a Territorial strategy to make it down the road to success. The key elements are : Cooperation among important players Effective urban planning Development of new infrastructure Efficient transportation links Good business service mix for companies © PREDA - Photographe : Vincent Gollain
  • 25. Marketing of Airport Areas: The Power of Alliances Airports Partnerships Alliances and Brands © PREDA - Photographe : Vincent Gollain
  • 26. Mix - Marketing of Airport Areas: Brand of the Airport Brand of the © PREDA - Photographe : Vincent Gollain Alliance for the Airport Area
  • 27. Competition is fierce. You need a Territorial Marketing Toolbox that contains: A Methodology Techniques : brochures, trade show, branding, etc. Examples of Best Practice © PREDA - Photographe : Vincent Gollain
  • 28. Find Your USP with the help of the method « Cerise Revait® » © PREDA - Photographe : Vincent Gollain BEFORE : GENERAL MESSAGE NOW : KEY SELLING POINTS
  • 29. Mix-Marketing of Airport Areas: Examples Business Incubator, Hubstart Aeropole Business Tour, Atlanta Brochures, Amsterdam © PREDA - Photographe : Vincent Gollain Trade Show, Schipol Showroom, Beijing Team Alliance, Hubstart Datagora
  • 30. How to market Airport Areas?
  • 31. 8 Recommandations for Marketers Form an alliance with a governance Create a Brand Build a team to coordinate the marketing strategy Set up a marketing strategy Establish a budget Share a facility with a dedicated Team Provide services to investors Evaluate your actions © PREDA - Photographe : Vincent Gollain And don’t forget that you need Time & Confidence !
  • 32. www.paris-region.com www.hubstart-paris.com Vincent Gollain, vgollain@paris-region.com