Porto Airport Roadshow
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- Emerald Franklin
- 8 years ago
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Transcription
1
2 Roadshow
3 Porto Airport Roadshow Index: 1. Purpose 2. Implementation 3. Communication 4. Achieved Results 5. Media Impact
4 Purpose Campaign Goals Demonstration that flying is a simple and cheap process; Stimulate passengers demand for Porto Airport; Release destinations diversity served by Porto Airport; Promotion of Porto Airport excellent location towards the region; Expected outcome Encouraging people to fly Prestige enhancement Spread the message of OPO destinations diversity May-10 4_
5 Implementation Where and when? Shopping Centres Cities and calendar Forum Aveiro Dolce Vita Coimbra Dolce Vita Vila Real Forum Viseu Braga Parque Guimarães Shopping Arrábida Shopping Mar Shopping Norte Shopping Campus Forum S. João Aveiro Coimbra Vila Real Viseu Braga Guimarães Gaia Matosinhos Porto Porto (02-04 October) (02-04 October) (09-11 October) (09-11 October) (16-18 October) (16-18 October) (23-25 October) (23-25 October) (23-25 October) (03-04 November) May-10 5_
6 Implementation Where and when? Universities Cities and Calendar Trás-os-Montes/Alto Douro University Viseu Technology College Minho University Braga College Porto Lusíada University FEP Porto Economy College FEUP Porto Engineering College Coimbra Medicine College Coimbra Economy College Coimbra Law College Aveiro University Vila Real Viseu Braga Porto Porto Porto Coimbra Coimbra Coimbra Aveiro (13-14 October) (13-14 October) (20-21 October) (27-28 October) (27-28 October) (03-05 November) (10-11 November) (10-11 November) (17-18 November) (17-18 November) May-10 6_
7 Implementation Where? May-10 7_
8 Implementation How? 3x3m Stand Stand with 9m2. Equipment: 2 plasma tv display + 2 laptops + Internet + Storage + Display area + Flyers + Porto Airport Guide distribution 04 Attendees 4 Attendees per commercial area 2 from10h to 17H + 2 from 17H to 24H. Porto Airport Marketing Department has organized a previous on job Training which included all the information needed, regarding the purpose and the campaign goals. May-10 8_
9 Implementation How? 09 Commercial Areas Geografically spread out in the North of Portugal, attempting to comprehend the largest possible area, in this phase. 02 Simultaneous Actions Once the need to hire BBDO services, there will be a project supervisor who will hand in a report concerning each action. OPO MKT team will visit in loco all of them. 05 Weekends On the road for 1 month. Friday, Saturday and Sunday are the busiest days in this kind of commercial area. Porto Airport Stand opening hours wiill be the same of the shopping centre. May-10 9_
10 Implementation How? 10 Universities Geografically spread out in the North of Portugal, attempting to comprehend the largest possible area, in this first phase. 02 Simultaneous Actions Once the need to hire BBDO services, there will be a project supervisor who will hand in a report concerning each action. OPO MKT team will visit in loco all of them. 05 Weeks On the road for one month: Tuesdays and Wednesdays in each University/ College. May-10 10_
11 Communication Stand Layout (External side) May-10 11_
12 Communication Stand image Front side May-10 12_
13 Communication Stand image (Floor) May-10 13_
14 Communication Stand image (inside) May-10 14_
15 Communication Flyer Choose Your Destination Flyers outside Inside May-10 15_
16 Communication Flyer How to Buy Online Flyers Outside Inside May-10 16_
17 Communication Attendees T-shirts May-10 17_
18 Communication Page included on University World Newspaper Copies distributed Outside Inside May-10 18_
19 Communication 500 posters placed in all Universities/ Colleges May-10 19_
20 Communication Press Release 01 October Event release on ANA Porto website May-10 20_
21 Communication (Trips Draw) 50 Double Tickets To: 10 Destinations Brussels Faro Karlsruhe Baden Las Palmas Luxembourg Madrid Paris St Etienne Tenerife Tours In partnership with : 4 airlines Ryanair Brussels Airlines Aigle Azur Luxair Draw of 50 double trips, in partnership with airlines and local radios where the action takes place. The winner has to answer correctly one question related to the offered destination. May-10 21_
22 Achieved Results Shoppings Summary: Commercial Area City Nº Visits Nº online searches Nº Sales Forum Aveiro Dolce Vita Coimbra Dolce Vita Vila Real Forum Viseu Braga Parque Guimarães Shopping Arrábida Shopping Mar Shopping Norte Shopping Campus Fórum S. João Total Daily average May-10 22_
23 Achieved Results Universities Summary: Universities City Nº Visits Nº online searches Nº Sales Trás dos Montes e Alto Douro University Viseu Technology College Minho University Porto - Lusíada University Porto - Economy College Porto Engineering College Coimbra Medicine College Coimbra Economy College Coimbra Law College Aveiro University Total Daily average May-10 23_
24 Achieved Results FAQ : Dolce Vita Vila Real Porto Airport direct flights; How to get airlines promotions information? How to proceed on Ryanair website? What s the campaign purpose? Which are the websites for purchasing tickets? How to buy a ticket online? Is the Airport offering trips/gifts? How can check in online be done? Parking fares; Ground transports from several regions to the Airport? Which are the procedures concerning children transportation? Trips OPO/ LIS; Group bookings; Which are the restrictions on liquids transportation? How to get Porto Airport traffic statistics? Is Visa the only card allowed for payments online? Dolce Vita Coimbra May-10 24_
25 Achieved Results Facts & Numbers : visitors Fórum Campus S. João Around visitors; flyers ; Porto Airport Guide; 475 online purchase simulations; 5 trips bought online; Daily average of 51 visitors Shopping Centres; Daily average of 21 visitors - Universities; Students inibition towards the campaign; Lack of knowledge concerning the Airport direct destinations; Visitors feedback very positive; Confirmation of roadshow advantages for Airport promotion; Lusíada University May-10 25_
26 Achieved Results Highligths: Porto Engineering College Trás-os-Montes e Alto Douro University Coimbra Economy College Viseu Technology College Coimbra Medicine College Mar Shopping May-10 26_
27 Media Impact Jornal i 29 September 2009 Opção Turismo - 29 September 2009 Turisver 30 September 2009 May-10 27_
28 Media Impact Jornal Público 30 September 2009 Maia Hoje website 15 October 2009 Jornal Notícias 29 October 2009 May-10 28_
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