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CHAPTER 7
Branding, Advertising,
and Customer Service
It is important to create a branded product that the customer will be aware of, understand,
and remember easily. Potential customers must understand the benefits of using the offsite
terminal and transportation link compared with the convenience of using currently accepted
airport access modes. Some market segments will be easier to reach than others, and strate-
gies should be developed accordingly. Knowing the customer segments the offsite terminal is
likely to serve and marketing the service accordingly are crucial to service development and
ultimate success. Providing excellent customer service is also important in building a loyal
customer base.
Branding
Naming the offsite terminal and transportation link, creating a look for the vehicles, and
incorporating the brand into signage and information dissemination are all part of building
brand awareness. Even if the project sponsor intends to offer only one offsite terminal, the
brand should be created so that it can extend to additional terminals in the future. The suc-
cess of the offsite terminal and transportation link also depends on how the service is operated
from the airport. The bus should pick up from each airport terminal in a prominent location
so that air passengers understand where to board the next departing bus when they exit the
terminal.
Brand Identification and Reinforcement:
LAX FlyAway and Logan Express Buses
The Logan Express program serving Boston Logan International Airport and the
LAX FlyAway program serving Los Angeles International Airport provide two
examples of how branding has been undertaken. Buses on each of the four
Logan Express routes have an identical design, but are painted different colors
for each destination. Buses on each FlyAway route have an identical design and
are painted in the same colors, with wording on the bus denoting the destina-
tion. At both airports, the brand name of the bus is clearly indicated with sig-
nage at the designated pick-up area of the terminal curbs. In effect, each Logan
Express bus and LAX FlyAway bus making the loop of airline terminals and travel-
ing throughout the region is reinforcing the brand identification that benefits all
the services bundled under one umbrella.
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