Airports Use Experiential Marketing

The following article was published by IEG Sponsorship Report on January 30, 2014

Airports use experiential marketing programs to generate non-traditional revenue and enhance the traveling experience.

As every traveler knows, airports are rarely a pleasant experience. Long security lines, delayed flights and other inconveniences can quickly turn into a major headache.

Looking to enhance the traveling experience—and generate a new source of revenue—a growing number of airports are hosting experiential marketing programs.

Boston’s Logan International Airport last month rolled out a health and wellness-themed program for Steward Health Care System. The program includes walking paths in the airport, blood pressure screenings and other health and wellness-related activities for airport guests.

“We work with airports to identify their points of pain. Many don’t have the dollars to address those issues, so we help out with corporate partners who can enhance the passenger experience,” said Jeff Eischen, chief operating officer of Airport Marketing Income, a marketing agency that created the program.

AMI also has created programs around parking garages, restaurants and other airport facilities. For example, the agency last year launched a preferred parking program for Toyota Motor Sales, U.S.A., Inc. at Logan International Airport that offered preferred parking for Lexus owners and a coupon for a free appetizer at Legal Sea Foods Café, a restaurant located in the airport.

Other AMI clients include Dallas/Fort Worth International Airport; O’Hare International Airport and Philadelphia International Airport.

 

Original article was published on January 30, 2014 and can be found by clicking here: