Eindhoven AirportMARKETINGPLAN 2013Eindhoven AirportCONNECT WITH THECONNECTED TRAVELER

Eindhoven AirportMARKETINGPLAN 2013

Facts & Figures

Facts & Figures

General

2.9 million passengers25.000 flightsOver 60 destinations

Digital

1,1 million unique visitors per yearOver 17.000 Facebook fansOver 45.000 Facebook check-ins (#4 location in NL)Over 2.000 Twitter followersOver 30.000 app downloadsOver 60.000 online parking sales

Eindhoven AirportMARKETINGPLAN 2013

StrategicFocus

Increase of awarenessGet Eindhoven Airport top-of-mind, on a nationwide levelIncrease the awareness of our destination portfolio

Brand developmentClaim positioning themes through off and online campaignsProve these themes through operation and communication

Marketing partnershipsCooperations with aviation and non-aviation partnersBoth outside and in the terminal

InteractionFocus on connected traveler through online, e-mail and socialOptimize conversion possibilities (search engine marketing a.o.)Accelerate on mobile

Strategic Focus

Eindhoven AirportMARKETINGPLAN 2013

MediaOverview

SALES PAID OWNED EARNED

TV, PRINT, RADIO, SAMPLING, BANNERING,

OUTDOOR etc.

TERMINAL, MOBILE APP, WEBSITE, NEWSLETTER,

FACEBOOK PAGE, TWITTER ACCOUNT

BUZZ OP FACEBOOK (ENGAGEMENT),

TWITTER, YOUTUBE, BLOGS etc.

PUBLIC CONSUMERS FANS

Sales, Paid, Owned, Earned media

SEARCH ENGINE ,AFFILIATE SALES

PUBLIC

Eindhoven AirportMARKETINGPLAN 2013

The ConnectedTraveler

The ‘Connected Traveler’

The ‘connected traveler’ phenomenon is rising. 57% of all Europeans own a

smartphone. In the Netherlands this percentage is even higher: 61%

• Over 30.000 people downloaded our app. Over 45.000 people checked in on Facebook. Over 138.000 people placed a status update from Eindhoven Airport.

• There is a number of chances to offer added services to these passengers. This can be done on various moments during the customer journey, creating multiple touch points.

• This way you can be relevant as an airport and increase your revenue and spend per PAX

• Mobile should be focused on branded utilities (traffic information, travel inspiration…), and sales (parking, retail and restaurant deals etc.)

Eindhoven AirportMARKETINGPLAN 2013

Determine theCustomer Journey

Customer Journey

Customer Journey

Facebook activity

Customer Journey

http://www.youtube.com/watch?v=aExGVIeE-ww

Eindhoven AirportMARKETINGPLAN 2013Next…

Next…

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Key take outs

In 2013 we were able to create a strong foundation for our digital strategy

The consumer is reached through multiple platforms

Created awareness during the Orientation Episode (Episode1), through relevant posts and targeted advertising

Integrated social in the customer journey (Episode 2, 3, 4) through the Facebook VIP program

Monitor and manage numbers as much as possible: engagement and reach

Keep learning, keep innovating

Eindhoven AirportMARKETINGPLAN 2013THANK YOU!