How to market an airport and surrounding areas?

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