Creating a sense of place at the airport

Transcription

1 26 September 2016 Creating a sense of place at the airport Bongani Maseko - Chief Executive Officer

2 Whether you arrive or depart from an airport, it is an experience AND however you look at it, it is the start of a journey.

3 The diversity of South Africa The Rainbow Nation 9 provinces, and 9 airports Melting pot of cultures, colours, etc. Embraces and celebrates the uniqueness of the people and country Each province represents a unique aspect of the country no 2 airports are the same It s about creating the right ambience for each airport, that not only represents the province but immediately introduces the passenger to the particular unique aspects. 3

4 The diversity of our airports Brazil, Sao Paulo (Guarulhos International Airport) 38 million (passengers p.a.) 35.6 million (passengers p.a.) India, Mumbai (Chattrapati Shivaji International Airport) 36 million (passengers p.a.) 4

5 Context Airport Service Quality (ASQ) benchmarks are a key focus in our business Passenger expectations are key to airport design, operations and ultimate experiences There were many service improvement projects, but ambience required a dedicated focus 5

6 What ASQ tells us Ambience arises from all aspects of the airport working in harmony Service Staff attitudes Quality of service Architecture Building design and condition Ambience Facilitation Passenger processes and requirements Interior Design, lighting, colour and decoration 6

7 Key principles and guiding thoughts Create a sense of place Bring people to life: not only one dimensional but incorporate humour, c charm, etc Elements must evoke the various senses sight, touch, smell and sound 4 5. Support operational and commercial objectives (enhance these and not detract) 5 Through ambience, a story should be told 6 Ambience is not really something passengers see, but rather something that is felt, something that is experienced. Good ambience can make the whole experience seem better 7

8 Philosophy 1. How our airports welcome the passenger and say good bye is integral to the business 2. Showcasing the people across the various cities is key 3. Getting people to see more of the city so that they can go visit these places 4. Requires a relaxed environment 8

9 Considerations All Departures Areas 1. Longest dwelling times 2. High impact areas 3. Requires a relaxed environment 9

10 Atmosphere / environment can be improved by the following: Elements 1. Light 2. Colour 3. Sound 4. Aromachology 5. Plants 10

11 CAPE TOWN INTERNATIONAL AIRPORT

12 12

13 13

14 Key elements The International arrivals hall pays tribute to late Tata Madiba The legacy walkway The replica of his prison cell A tapestry, Flying Madiba, hanging in International Arrivals Cape Town is the wine capital of the world CTIA is Africa s only airport fermenting its own wine The Flybrary (library) is the only one of its kind in Cape Town It s based on an honesty system People or visitors swop out books You ll find books in various languages there 13

15

16

17

18

19

20

21 KING SHAKA INTERNATIONAL AIRPORT

22 Ambience Sardine Run 22

23 Ambience Surfboards 23

24 Ambience Tree of Light 24

25 Multi-facets of Kwa-Zulu Natal 25

26 Restrooms 26

27 Fabulous Friday Night Market The weekly Friday night market at the airport runs for a 3 month period every Friday and has now become a norm in terms of an event that travelers/non-travelers attend purely on its vibe and offering. Looking to treat yourself to something new? Pop by and have a look at the variety array of products from jewelry, clothing to gourmet food. Every week there is a live band performing a different genre of music these bands all have huge followings in KZN With the influx of people this gives all our retailers on airport a perfect opportunity to capitalise on footfall and capture sales which never existed during this part of day..in other words we have created a platform to draw-in footfall into the airport and engage with these travellers and non-travellers enticing them to spend. 26

28 28

29 29

30 OR TAMBO INTERNATIONAL AIRPORT

31 FIFA Confederations Cup 2009 FIFA Confederation Cup 2009 provided the airport readiness for the 2010 World Cup Among other facilities put in place, airport s international pier had nine contact stands with some of them accommodating large airlines such as then A380 31

32 FIFA World Cup 2010 OR Tambo International Airport was revamped and extended to include a new terminal building The construction of the facility placed emphasis on the creation of spaces specially designed to ensure efficient and pleasant airport experience The upgraded facilities are the all-important first impression of not only OR Tambo International Airport, but also South Africa

33 Events - Fabulous Affair The Duty Free Mall at O.R. Tambo International Airport offers passengers a monthly event named Fabulous Affair that features live, local entertainment such as a marimba band, African dancers and drummers. The main object of Fabulous Affair is to highlight unique products offered by the stores at the airport and which fit the evening s theme and give and the travellers a real African experience. Passengers are informed about all the specials and exclusive offerings when travelling through the Duty Free, offering travellers a unique and special send-off. The event also gives our retailers the chance to sell their products, and to be a part of this exclusive event and to educate passengers on what O.R. Tambo International Airport has to offer. It is the perfect platform to link and market our key campaign initiatives during these evenings but at the same time highlighting retailer s products. Stats have proved that at some retailer s sales have increased more than 100% during the Fabulous affair event. 30

34 31

35 32

36 Events - The Chinese New Year The Chinese New Year, also called Spring Festival, is the most important and widely celebrated festival of all in China. This is a time for family reunions, visiting relatives and friends and exchanging greetings for the coming New Year. It is also a time to ring out the old and ring in the new. Red is the main colour for the festival, as it is believed to be an auspicious colour. Red lanterns hang in streets; red couplets are pasted on doors; banks and official buildings are decorated with red New Year pictures depicting images of prosperity. We have picked up a trend that Chinese travellers tend to travel in abundance and in groups during this time. The most important thing is the amount of revenue they generate at the airport. It is evident and proven from our marketing campaigns that we execute on the airport that the Chinese traveller is our biggest spender. 35

37 34

38 Mandarin Personal Shopper OR Tambo To harness the experience of the Mandarin travellers we have created a dedicated mobile stand aimed at the Mandarin traveller. This is branded all in mandarin and will communicate retail opportunities within our duty free mall. The dedicated promoter stand is at a visible location where Mandarin travellers can go to for assistance and have our Mandarin Promoters assisting in the various marketing initiatives. We have employed mandarin speaking promoters to man the stand to welcome the mandarin traveller and assist them with any retail based opportunities to push spend 36

39 37

40 Thank You 40