Making their Pitches

Airport managers are employing a number of marketing tools to build recognition, demand and air service at their facilities. This article highlights some of these marketing efforts. A variety of techniques are being used that can be adapted to the culture of the airport and the region. Airports are directly marketing their services to consumers, especially in positioning their airport as an alternative to other airports in the region. Airports are also promoting the advantages of their cargo service to the air freight industry and extending their financial incentives to airlines to encourage expanded air service. Another unique strategy employed by some airports is to change the airport's name in order to boost recognition and better reflect the airport's region and level of service.