Why aren’t there more airport RFPs for brand building? Airports are seeking advertising agencies to support social media, parking campaigns, and even event marketing. But requests for brand building are far less frequent. A strong airport brand is good for enplanements, it’s good for revenue, and it’s great for the local economy. It is critical to partner with the right agency to get there. The ideal agency partner should have a combination of specific skills, expertise, and understanding of the unique needs of the aviation and travel industry. Here are the skills to look for:
Brand Storytelling: Work with an agency partner to create a consistent and cohesive brand narrative that communicates the airport’s values, services, and its role in the broader travel ecosystem. Identify the touchpoints at every phase of the traveler’s journey and build engaging experiences around these moments that are memorable and meaningful. Create the overarching brand idea and the messaging strategies that live beneath it.
Aviation Expertise: Work with a team that understand the trends, passenger behavior, airport operations, airline partnerships, airport authority boards, and economic development partners.
Digital & Data-Driven Marketing Expertise: Work with specialists that effectively leverage your social media, search engine marketing, content creation, and display advertising. Look for a team that understands how to maximize non-aeronautical revenue.
Creative Excellence: Your marketing says a lot about you. Your use of technology, modern design, and fresh ideas signals that you’re an innovator and leader. Work with a partner that can develop modern, memorable creative that enhances perceptions of the airport and airport experience. Creativity should transcend ads and flow into ideas for immersive passenger experiences, retail experiences, lounges, and innovative amenities.
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