Industry Analysis

So, you have a service which you know beyond any doubt can enrich the airport journey. First of all, congratulations! This is undoubtably quite the achievement, but it is ultimately only half the battle.

What you have to offer might well be top of the class, it might even be exactly what the travelling consumer as a whole has been searching for. However, if airport operators and their commercial teams don’t know who you are, what you do and where to find you, you most likely won’t have the levels of success you deserve. You have to get this message across, to the right people in the right way.

Communicating to potential clients exactly how your offer improves the airport experience is vital. What problem might an airport have that your service can provide the solution to? How can your offer increase commercial revenues or customer satisfaction rates?

Spend time getting to understand potential clients’ vision and how you can enable them to become what they want to be.

They may not have much interest in the technical elements you’ve worked so hard to perfect, they just want to know the end result. Put across what your service delivers rather than getting bogged down in the specifics of how exactly the operation works. Potential partners will want to know one thing above all else: ‘how does this benefit us?’

This is where a meticulously crafted, tailored PR strategy can provide the solution. Successful PR campaigns build awareness whilst also increasing trust and cementing reputation. Great PR paves the way for the rest of the marketing initiatives, changing the question from ‘why should people partner with you?’ to ‘why wouldn’t they?’ And it could be precisely what your business needs.