Marketing & Rebranding Case Study

Transcription

1 Marketing & Rebranding Case Study ACI Nashville Nov. 9,

2 Early Branding Work CVG was known for high airfares; community didn t feel a connection with the airport In 2010 we opened CVG to community events & performances Terminal Update in 2012 presented opportunity to rethink how community perceived the airport We began to position the airport as the front door to the region aligning CVG with the community s River City brand We tailored the facilities around the customers needs (free wi-fi, work stations, outlets at every seats, etc.) 2

3 Continued Branding Challenges In 2014 CVG was transitioning from a business centric hub to more of a multi-carrier airport Our customer base was changing dramatically with the influx of low-fare carriers for the first time in nearly two decades CVG as a stand-alone brand had little to no equity in the marketplace Our existing website, built in , predated the widespread use of smart phones and social media We decided to use the process of building a new website as an opportunity to strategically rethink the entire CVG brand 3

4 It was Important We Get it Right The local market is highly competitive, with 5 other airports within about 90 minutes CMH, DAY, IND, LEX, SDF CVG has been named Best Regional Airport in North America for 5 years by London-based SkyTrax. We needed a website that matched our award-winning customer service. We challenged our designers (Hyperquake) and developers (US Digital Partners) to create a website that would reinvent the online experience for our customers This focused our challenge from simply redesigning a website to actually reducing anxiety all along the passenger journey to and through the airport what we call the travel ribbon 4

5 With Hyperquake We Conducted Dozens of interviews with staff, key stakeholders and passengers Analysis of best practices from inside and outside the aviation industry Detailed reviews of user data from our previous website Mapping of wi-fi and cell signals throughout airport We identified the Design Target as occasional leisure travelers (Kelsey) since they have the greatest info needs 5

6 The Process Has Helped Us to Rebuild CVG s community image while growing our web, social media and engagement Focus our attention on our core customers while reducing anxiety in 3 key areas (flight tracking, parking, security) Develop a website that: Presents its value proposition to first glance Functions seamlessly across desktop & mobile platforms Is viewable in 90 different languages Establishes CVG s brand as a technology leader 6

7 Collaborative Approach was Essential Collaboration is the key to delivering on the brand promise Early involvement by operations, IT, parking, concessions and customer service created buy-in and set us up for continued success We maintained this collaborative team approach throughout the RFP, research, design, and activation phases, and it continues today 7

8 Community Event Sponsorships On Fountain Square we promote CVG as a vital entity that is engaged with what matters to the people of Cincinnati. More than 1.5 million people are exposed to the campaign. CVG s Bunbury activation includes premier status at the main gate, prime booth location, visibility on LED boards throughout the event, ticket giveaways to the event and an Allegiant vacation package. 8

9 Our Results to Date Overall web visits up 28% to 1.4 million Mobile visits to website up 79% Online parking traffic up 320% CVG ValuPark transactions up 34% subscribers up 75% to 71,000 Facebook likes up 65% to 7,700 Twitter followers up 30% Local passenger traffic is up 16% Four Travel Weekly Magellan Awards 9

10 Solutions and Promises Still to Come New wayfinding tools (ibeacons, video) Radar maps for desktop & mobile weather Translation solution for mobile devices Strategies to better communicate available SkyShop options to customers in the Terminal 10

11 Other Aspects of Branding to Think About Logo and collateral development Trademarking competitive assets Developing brand guidelines 11

12 CVG Your Hometown Airport 12