Airport Authority
The marketing focus was to build a unique and meaningful voice for the West Midlands Region from tourism and business to government and media at leading European airports.
Business Challenge
Establish the attitudes and opinions of frequent managerial flyers to business travel and European airports.
Test a proposed concept that could be introduced at airports based on use of a laptop /mobile phone booth providing convenience for travelers and a promotional vehicle for the client.Solution
3 focus groups in the UK, France and Germany with senior business people who are ‘directors’ or head up a team in excess of 8 people or are self employed consultants.
Results
The concept did not fulfil the client objectives and was of limited interest to travelers. The concept was not developed and the study identified other motivators of greater interest to travelers.
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