richard walsh, massport - logan airport
TRANSCRIPT
Boston Logan International Airport
Social Media
• Customer Service/Brand Ambassadors
• Airline Partnerships
• Media and Brand Messaging
Customer Service and
Building Brand Ambassadors
From well before passengers get to the terminal to the time they reach their
destination, social networks provide a running commentary on the airport
experience.
What does this mean to airports? It’s an opportunity to listen, gauge public
reaction, inform and hopefully create brand ambassadors who can change public
perception about the airport by morphing from a faceless bureaucracy to an
airport with a human touch, albeit a virtual one…
Airline Partnerships
Brand management for an airport is complicated given that our own brand is affected by the customer
experiences of other companies, such as airlines, airport restaurants, shops and taxis.
We’ve tried to capitalize on this by offering our partners marketing opportunities to increase customer
awareness of new routes, destinations, sales, parking options, food and retail promotions.
In 2010 Logan launched an Airline Destinations Partnership Campaign, in which we use Social Media
and for longer promotions, a microsite, bostonloganconnects.com, to promote efforts with our airlines
including:
•American Airlines for an American in Paris video contest to win a trip to Paris
•JetBlue Twitter contest asking followers to share a Haiku for a chance to win an All-You-Can-Jet®
pass
•SATA Airlines for a Facebook/Twitter trivia giveaway to Portugal.
•Icelandair trip giveaway to Reykjavik
•Delta Airlines Facebook/Twitter trivia contest to win a trip to London.
Boston Logan Twitter Page - @bostonlogan
Posters placed in Terminal C
“All You Can Jet”
Boston Logan partnering with: Jet Blue
Boston Logan Microsite - bostonloganconnect.com
Posters placed at Terminal B, American
Online Advertisement
“American in Paris”
Boston Logan partnering with: American Airlines, Hotel Vigny
Boston Logan Facebook Wall – facebook.com/bostonlogan
Posters placed at Terminal A
Passengers with the “Royal Couple.”
“Lift Off To London”
Boston Logan partnering with: Delta Airlines, Intercontinental Hotel and Visit Britain
In the past year Boston Logan’s Twitter and Facebook following have both
increased by more than 250%. We expect that trend to continue as more
consumers get their information from mobile devices and tablets.
Social media is now integrated with our overall marketing and PR strategy and we
consistently get positive feedback on our efforts.
The Logan Airport social media promotional campaign offers airlines:
•The ability to leverage our knowledge of, and relationship with, local
audiences.
•A unique localized voice via Boston Logan’s social media from a trusted
source.
•Access to our e-mail database and more than 5,000 of our high-end travelers
who subscribe to our premium guaranteed parking program.
•The benefit of in-terminal and external radio promotional components with
extensive reach.
Media and Brand Management
Social media allows for both one-on-one conversations and one-to-many
interaction on all types of issues . In the past, we had to rely primarily upon local
media to communicate our messages which meant things could get lost in
translation if even communicated at all. Using social media has completely
changed the way we communicate, allowing us to talk directly with customers,
keep information flowing and receive immediate feedback while frequently
reinforcing our brand messaging.
What’s Next?
We will continue to use Social Media to build relationships with partners and customers and change minds one post at a time. It is a new voice for
the airport, and not the same voice as a news release. It is more irreverent, younger and more fun. And always honest.
Question the Authority is our relatively new real time online chat with different officials from Massport, the government agency that owns and
operates Boston Logan.
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