Air­port cam­paign set for take-off

Irish Independent - Business Week - - BUSINESSWEEK -

OVER 20 mil­lion pas­sen­gers have passed through Dublin Air­port so far this year, a rise of 6pc on the first eight months of 2016. The growth in pas­sen­ger numbers means the air­port has seen an ex­tra 1.2 mil­lion pas­sen­gers up un­til the end of Au­gust. Last year, Dublin Air­port Au­thor­ity (DAA) recorded al­most 28 mil­lion pas­sen­gers, which is wel­come news for ad­ver­tis­ers.

Now it plans to up the ante, by mak­ing Dublin Air­port more at­trac­tive to brand own­ers by shift­ing the fo­cus from just sell­ing ads on its 340 or so dig­i­tal and static sites to woo­ing con­sumers across other mar­ket­ing ac­tiv­i­ties, like spon­sor­ships and ac­ti­va­tions. For Ro­nan O’Donoghue, DAA’s head of brand part­ner­ships and client re­la­tions, the sky’s the limit as they build on ex­tend­ing ‘a play­ground for brands’.

“We have a cap­tive au­di­ence that’s unique,” O’Donoghue told AdLib. “On av­er­age, a pas­sen­ger has a two-hour dwell time as they make their way through the air­port. We’re us­ing data and con­sumer in­sights to pro­vide smarter ads and will bring in new mar­ket­ing ac­tiv­i­ties to en­gage con­sumers.” Three out of four Dublin Air­port pas­sen­gers are ABC1. One in five pas­sen­gers fly for busi­ness rea­sons and the rest are hol­i­day­mak­ers.

Dublin Air­port was voted one of the best 10 air­ports in the world in a re­cent re­port by travel web­site eDreams. Helsinki-Van­taa topped the poll, while Ber­lin Schöne­feld was found to be the world’s worst air­port last year. The rankings were based on more than 65,000 pas­sen­ger re­views and cov­ered over­all air­port qual­ity, wait­ing ar­eas, shop­ping and restau­rants.

In March, Dublin Air­port was hon­oured with a global award for cus­tomer ex­pe­ri­ence. Dublin won an Air­ports Coun­cil In­ter­na­tional (ACI) world air­port ser­vice qual­ity (ASQ) award for be­ing the thirdbest air­port in Europe for cus­tomer ser­vice last year – in a tie with Malta, Porto and Zurich air­ports.

With around 40 air­lines now op­er­at­ing from Dublin, O’Donoghue says DAA is work­ing with Schiphol in Am­s­ter­dam and Lon­don City Air­port to ex­tend dig­i­tal ads through com­bined client deals across the three air­ports. They are also in dis­cus­sions with other Ir­ish me­dia own­ers, who share a sim­i­lar in­ter­est in tar­get­ing ABC1s and busi­ness ex­ecs.

O’Donoghue, who joined DAA in Jan­uary, de­scribes the pro­mo­tional video Rothco pro­duced as “an ad­ver­tis­ing theatre” that will spark a whole new mood for Dublin Air­port. A proud Gal­way man, who’s still ex­cited af­ter his coun­try win­ning the All-Ire­land hurl­ing fi­nal, he’s out on the road these days pre­sent­ing to me­dia agen­cies. He comes armed with vir­tual re­al­ity ( VR) head­sets high­light­ing what’s now on of­fer at the air­port. Next up will be PR and ex­pe­ri­en­tial agen­cies. Q To mark the 50th an­niver­sary of its fa­mous baked beans slo­gan, Beanz Meanz Heinz, the US food brand teamed up with high-end Lon­don depart­ment store Sel­f­ridges in giv­ing its iconic cans lim­ited edition la­bels. Fifty dif­fer­ent it­er­a­tions of the catch­phrase were rolled out on tins. They in­cluded Beanz Meanz Mumz, Beanz Meanz Eggz and Beanz Meanz Dinz.

Heinz Ire­land has now signed up as of­fi­cial spon­sor of the 30th MS Rea­dathon. School­go­ers are be­ing urged to read and raise funds for Mul­ti­ple Scle­ro­sis Ire­land. Point-of-sale ma­te­rial will be avail­able in 300 stores around the coun­try, with com-

pe­ti­tions to win Roald Dahl books. Q In­de­pen­dent pro­duc­tion com­pany Side­line is to make a new four-hour se­ries called ‘Re­volt­ing Ire­land’. It’s the first TV se­ries to fo­cus on the so­cial his­tory of pub­lic and demo­cratic protest. The se­ries, which will be broad­cast on TV3 early next year, se­cured funds from the Broad­cast­ing Au­thor­ity of Ire­land (BAI) and Sec­tion 481 film and TV tax cred­its.

Side­line founder and di­rec­tor Billy McGrath says that to en­sure they get real-life sto­ries and a bal­anced view of some of the most emo­tive po­lit­i­cal is­sues and causes, he’s looking for feed­back from ac­tivists in­volved in oc­cu­pa­tions, marches, sit-ins, pick­ets and street protests. Q Diet Coke has launched lim­ited-edition cans for an on-pack pro­mo­tion. Con­sumers can win a €1,000 shop­ping spree ev­ery day for six weeks. The cans in­clude fash­ion, beauty, mu­sic and travel images. The pro­mo­tion, which runs un­til Oc­to­ber 22, fol­lows Diet Coke’s ‘Get the Gang Back To­gether’ push fronted by TV per­son­al­ity Maia Dun­phy (pic­tured). Q PR and so­cial me­dia con­sul­tants in eight in­ter­na­tional mar­kets have un­til Septem­ber 26 to pitch for the Malta Tourism Au­thor­ity (MTA) ac­count. The con­tract runs for three years. MTA di­rec­tor Peter Vella said pre­sen­ta­tions for the busi­ness in Ire­land will fol­low soon. The in­cum­bent is Plun­kett PR, run by Sharon Plun­kett. Q PS: DAA’s Ro­nan O’Donoghue did some re­search into how long the es­ca­la­tor at Dublin Air­port’s Ter­mi­nal 2 takes to ferry pas­sen­gers to Lon­don de­par­ture gates and US pre-clear­ance. He claims it takes 47 sec­onds to de­scend, mak­ing it Ire­land’s longest es­ca­la­tor and a prime site for ads. Michael Cullen is ed­i­tor of Mar­ket­ing.ie; cullen@mar­ket­ing.ie

Dublin Air­port has seen an ex­tra 1.2 mil­lion pas­sen­gers

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