Mr Vincent Gollain, IAU Ile-de-France, Director of the Economic Department - 2016, ARC Conference, Budapest

1. 1
The role of Branding & Marketing to
reinforce the Attractiveness of Airport Areas
Mr Vincent Gollain, IAU Ile-de-France, Director of the Economic Department
2016, ARC Conference, Budapest
Budapest, Friday, November 11, 2016
Show-room Georgia Ress, Center, 2016Source : Budapest Airport, 2016

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I. Airport Areas, strategic
drivers for the attractiveness
of urban regions
II. How to brand and market
your Airport Area ?
© Sébastien Le Clézio for Hubstart Paris Region
Structure of the Presentation

3. 3
Airport Areas,
strategic drivers for the attractiveness of
urban regions
© Atlanta Aerotropolis Alliance, 2016

4. 4
An airport area is a strategic factor of regional
economic development
“The empirical results show that a 10 per cent increase in passenger
enplanements in a metro area leads approximately to a 1 per cent increase in
employment in service-related industries” (at regional level).
Jan K. Brueckner, economist

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Airport Areas are the new hotspots of the Urban
regions Economic Development
Denver, USA
Amsterdam, NL Shanghai – Pudong AA, CN

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The DNA of Airport Areas is:
Connectivity
For :

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The spatial Impact of the Economic
Development: The “3AR” Model.
Airport City / Aerotropolis / Airport corridor / Regional level

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BUT !
ATTRACTIVENESS
IS NOT
AUTOMATIC
YOU HAVE TO
WORK ON IT!

9. Especially because Airport Areas are located
on several administrative districts !

10. How to brand and market your Airport
Area ?

11. 11Source : The 10 pillars of AA strategy, Metropolis Initiative, 2016
Marketing & Branding: a key pillar for Airport
Areas

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Marketing & Branding: Definition
• Branding is what you are: the
competitive identity of your Airport Area
(characterristics, values, and attributes).
It’s a pull tactic.
Brands are also created to unite the local
players under a neutral umbrella.
• Marketing is what you do to attract more
activities. It’s a push tactic to promote
your A.A. It’s pushing out a message to
get “sales results”.

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Why Marketing & Branding an Airport Area is
key!
• Competition is High
• Competition is Global
• Businesses and customers have picky
expectations
• Changing global regulatory
environment
• Different levels of local goverment
with different agenda
• Few one-stop economic development
team

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Marketers want to influence the perceived value
of the airport area to increase the attractiveness

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The ultimate objective of Marketing & Branding:
improve the perceived value of the Airport Area
Perceived Value of
your Airport Area
Total Benefit
Product
Services
Personnel
Image
Total Cost
Monetary
Time
Energy
Psychological
Other Places
Branding &
Marketing

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Create your Branding and marketing Strategy
with the TRACER Model
 TOGETHER
 REPUTATION
 AFFINITIES
 CONVERSION
 ENGAGEMENT
 RETENTION

17. Airport Areas: the Power of Alliances (Together)
Global Brand
Alliance of local
Brands
Local Brands
1. Create a common ground for collective work / 2. Build a shared vision
/ 3. Create an alliance of public and private partners / 4. Co-construction

18. Airport Areas: brand your Airport Area to
improve your reputation
= TELLING A
GREAT STORY
An Airport Area is not only a density of infrastructures!

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Airport Areas: Choose your target audiences
based on affinities
40% of global airports’ revenues deriving from the non-aeronautical sector,
(Source: 2015 ACI Airport Economics Report)
Source : IAU Ile-de-France, 2015
= TARGETING
THE RIGHT
« FANS »

20. Airport Areas: Choose your Prospects through
affinity with your strengths – PUDONG & PARIS
“Pudong International Airport is the air
gateway to Shanghai. It is one of the 3 largest
airports in China. The Pudong Airport free
trade zone with a surface of 3.59km² (1.81km²
inside and 1.78km² outside the airport) was
established in 2009. Priority sectors for the
zone are: international cargo transit,
procurement and distribution, international
express transit, repair and test, financing
leasing, warehousing, export processing,
commodity exhibition and its supporting
business finance insurance and agency”.
Jiewei Jiang, Deputy Director, Shanghai Free
Trade Zones Administration, 2013

21. Airport Areas : Convert your business
prospects into new business
= ENHANCING YOUR
DELIVERY

22. Airport Areas: Business Retention & Expansion
- An action-oriented and
community-based approach to
business and economic
development
- Focuses on nurturing existing
businesses
- Help communities to prioritize
their efforts
= HELPING DEVELOPMENT OF EXISTING BUSINESS
ACTIVITIES

23. Airport Areas: use social media and brand
ambassadors to increase your influence
(engagement)
= PROMOTE YOUR AIRPORT AREA BY INFLUENCING

24. Final Remarks
Branding and
Marketing for
Airport Areas,
What else ?

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Prepare the future: Create amenities that
people and workers like

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THANK YOU FOR YOUR ATTENTION!
A Public Foundation for
better living Cities
A Paris Region’s Agency
Mr Vincent GOLLAIN
Chief Economic Development
Officer
Vincent.gollain@iau-idf.frVisit us: www.iau-idf.fr/en