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Marketing Tools 47
6.6 ESSENTIAL MARKETING TOOLS FOR ALL AIRPORTS
All airports should have a marketing toolbox before they even consider conducting specific marketing programs.
The required items are basic, some are not even commonly thought of as marketing tools, and most airports
already have them. They include the following:
· Press Kit. The Press Kit is a vital tool that supports all earned media activities. It usually takes the form
of a folder that contains pertinent information about the airport. Press Kits also appear on airport web-
sites. Several airports interviewed for this research reported that having a Press Kit and a photo library
saved the airport manager time because when reporters contacted the airport for information they were
following up on basic information already found on the website.
A Press Kit typically includes the following:
A website or physical cover with the airport's brand (logo, key message, graphics, and colors)
Information for media inquiries
Office hours
Phone numbers
How to request an interview
Parking and "live broadcast trucks"
Airport access
Fact sheet about the airport
Image library (photos of the airport)
Airport newsletter
News releases
Staff biographies
Members of the airport governing group (airport commission or authority)
Airport tenants and businesses
Airport statistics
Airport financial records
Business cards and stationery that carry the airport's brand are used in the Press Kit
If the Press Kit is online, it might also include a copy of the most recent master plan and descriptions/
visuals about current airport capital projects.
· Website. Websites vary greatly, but may be thought of in two ways: (1) as a brochure or (2) as a
content-driven marketing tool. The simplest form of website--the brochure type website--is like an
extended business card containing basic information about the airport, its facilities, location, purpose,
and contact information. Every airport should have at least this type of presence on the Internet (see
Chapter 11 for more information on websites).
The following activities make use of the above referenced tools and are essential for every airport:
Earned Media--refers to press releases, interviews, networking, and other activities for free media coverage
Networking--means establishing relationships in the community among business, civic, and non-profit
groups to build awareness and support for the airport
Public Speaking--refers to speeches at chambers of commerce, business associations, and other events
to tell the airport story
These activities are described in detail in Chapters 9 through 12.
