3Sixty lands Birmingham Airport digital brief
Birmingham Airport has just hired 3Sixty to help maximise the monetisation opportunities for its website, communicating with airlines and tour operator businesses as well as direct to consumer. Work will commence with immediate effect to initiate a series of quick wins, with the launch of a new site proposed for Spring 2010.
We aim to encourage new airlines and tour operators to open routes from BHX through a targeted digital marketing approach. From a consumer perspective, the agency’s work will look to increase the proportion of travellers in 1 hour catchment areas, who fly from Birmingham Airport – current figures are at 40% (the remainder leave the region for airports in London or Manchester). The current BHX database will also be grown, building on the current CRM programme, to allow the airport more opportunity for ongoing consumer dialogue.
3Sixty will initiate quick wins to address the most immediate issues – improvements to the online booking systems as well as launching welcome home and pre-arrival emails. However, following a usability study and ongoing market research, the main bulk of the work will see a redevelopment of the BHX website to help improve customer experience, stickability and commercialisation.
Chris Thurling, 3Sixty Managing Director comments: ‘Many regional airports around the UK are looking to enhance their offerings as viable alternatives to London. Enhancing the digital commercial opportunities for airports is an area that we know well and I have no doubt that our work will provide Birmingham Airport with an increase in both direct and indirect revenues.’
Paul Kehoe, CEO, Birmingham Airport says: ‘Our objectives were very clear in this commercial brief but what wasn’t clear was how we were going to achieve them in as short a time as possible. 3Sixty’s experience in our sector as well as its response to the brief will help to develop the BHX offering and solidify its status as a modern airport of choice for consumers and businesses alike.”
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