The marketing of airports areas vincent gollain 2013
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Airport Areas : Territorial Marketing and Competitiveness
Vincent Gollain,
Chief Territorial Marketing Officer,
Coordinator Hubstart Paris®
Paris Region Economic Development Agency
www.paris-region.com
Cergy-Pontoise, 14th Feb. 2013
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CONTENTS
• An economy of mobility and efficiency
• Airport Areas, key places and economic drivers
• Airport Area Marketing Case Studies
• How to market Airport Areas ?
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An Economy of Mobility and Efficiency
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New paradigms demand new
strategies. Be prepared!
� Exchanges and Mobility are increasing
� Efficiency and Productivity are Key to Success
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Th
e M
ob
ilit
yo
f G
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ds
Volume of world merchandise exports from January 2000 to March 2012 (monthly data)
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Gro
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Source: Fidelity Asset Management, World Bank and IMF, as of December 31, 2010.)
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Ou
r E
con
om
yis
dri
ve
nb
y M
ob
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yVolume of world merchandise exports from January 2000 to March 2012 (monthly data)
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Mobility of Business Tourists
� 15% of international tourists reported travelling for
business and professional purposes
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For City-Regions, more and more
assets are mobile
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And, at the same time …
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Efficiency and productivity are Key
to Success in Business
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Competitiveness depends on
Efficiency : « Be on Time or …»
… you loose Clients!
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Consequently� A Company’s level of Competitiveness depends on « speed »,
efficiency, productivity
� More and more industries need locations giving them quick
access to :
� Meeting venues
� showrooms
� clients or suppliers
� (…)
� Companies have to optimize budgets
Business Locations must hone their competitive edge!
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Airport areas, key Places and economic drivers
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Airport Areas are key Connectors
810 million passagers for the 14 main international airport
(+ 10 % in 5 years)
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Airport Areas are key Locations
� Airport Areas are the Places located in and around
international airports
� They offer a great accessibility
� They create an efficient environnement for companies
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Airport Areas are key Locations for
New Development
Headquarters, Porsche in Atlanta
Shopping Centers, Aeroville, Paris CDG High Tech Industry, Yokohama
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Diversified industries : example of
Pudong (Shanghaï) and it’s future plans
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Airport Areas are becoming key
Locations for Training facilities
BEFORE : RESORT AREAS NOW : AIRPORT AREAS
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Airport Areas are key Locations for
Foreign Investors
Source : PREDA / AFII / HUBSTART PARIS
2008 – 2011 : 40 new foreign companies created 1,700
jobs in the Greater Roissy Corridor
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Airport Areas are key Locations for
Sustainable Development
Urban Farms, Atlanta
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Airport Areas Marketing Case Studies
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Airport Areas are becoming key
Business Locations, but :
© PREDA - Photographe : Vincent Gollain
� Competition is High
� Competition is Global
� Clients are demanding
� Changing global regulatory environment
� No one-stop economic development team
� Different levels of goverment with different
agenda
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You need a Territorial strategy to
make it down the road to success.
The key elements are :
© PREDA - Photographe : Vincent Gollain
� Cooperation among important
players
� Effective urban planning
� Development of new infrastructure
� Efficient transportation links
� Good business service mix for
companies
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Marketing of Airport Areas:
The Power of Alliances
© PREDA - Photographe : Vincent Gollain
Airports Partnerships Alliances and Brands
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Mix - Marketing of Airport Areas:
© PREDA - Photographe : Vincent Gollain
Brand of the Airport
Brand of the Alliance for the Airport
Area
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Competition is fierce. You need a Territorial
Marketing Toolbox that contains:
© PREDA - Photographe : Vincent Gollain
� A Methodology
� Techniques : brochures, trade
show, branding, etc.
� Examples of Best Practice
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Find Your USP with the help of the
method « Cerise Revait® »
© PREDA - Photographe : Vincent Gollain
BEFORE : GENERAL MESSAGE NOW : KEY SELLING POINTS
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Mix-Marketing of Airport Areas:
Examples
© PREDA - Photographe : Vincent Gollain
Business Incubator, Hubstart Aeropole
Team Alliance, Hubstart DatagoraTrade Show, Schipol
Business Tour, Atlanta
Showroom, Beijing
Brochures, Amsterdam
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How to market Airport Areas?
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8 Recommandations for Marketers
© PREDA - Photographe : Vincent Gollain
� Form an alliance with a governance
� Create a Brand
� Build a team to coordinate the marketing strategy
� Set up a marketing strategy
� Establish a budget
� Share a facility with a dedicated Team
� Provide services to investors
� Evaluate your actions
� And don’t forget that you need Time & Confidence !