Host Airport 2017 MARKETING AND COMMUNICATIONS CONFERENCE November 6-8, 2017 // St. Louis, MO // Ritz Carlton St. Louis THANK YOU TO THE 2017 ACI-NA MARKETING AND COMMUNICATIONS CONFERENCE SPONSORS AIRLINE DATA INC Formerly Data Base Products, Inc. WI-FI INFORMATION Network: Ritz-Carlton Conference Password: ACI2017 CONNECT WITH US @airportscouncil #airportcomms CONTINUING EDUCATION ACI-NA s educational and professional development opportunities are driven by engaged members who seek a robust forum for dynamic collaboration in the pursuit of industry excellence. ACI-NA organizes more than 20 conferences annually to help broaden the industry s knowledge and enhance professional development. Attendees can often earn educational credits at ACI-NA programs that may be applied to credits for continuing professional education (CPE), continuing legal education (CLE), SHRM professional development, accreditation in public relations (APR), AAE accreditation maintenance, and more. Attendees with an accreditation in public relations through the Public Relations Society of America (PRSA) can earn six (6) credit hours by attending this conference.
CONFERENCE AGENDA Conference working agenda subject to change. Day 1: Monday, November 6, 2017 8:00 AM 5:00 PM Registration Ritz Carlton Ballroom 8:00 AM 9:00 AM Breakfast 9:00 AM 9:15 AM Welcome Scott Elmore Vice President, Communications and Marketing ACI-NA Brad Martin Deputy Director, Aviation Customer Service Massachusetts Port Authority Boston Logan International Airport Chair Marketing and Communications Steering Group Rhonda Hamm-Niebruegge Director of Airports St. Louis Lambert International Airport 9:15 AM 10:00 AM Morning Keynote with David Peacock As the former head of Anheuser-Busch, Peacock maintained excellent commercial success while managing U.S. operations for the company from 2008-2012. As president, Peacock was largely responsible for the company's over-delivered financial targets, that increased earnings before interest. 10:00 AM 10:30 AM Morning Networking Break 10:30 AM 11:15 AM North American Airline Trends Communicating an airport s story is no easy task, especially as the industry grows more competitive every day. Hear about the industry s forecast for the United States and Canada during this informative session. Carrie Kenrick Consultant Ailevon Pacific Aviation Consulting Introduction by: Brian Kinsey Assistant Director, Marketing and Business Development St. Louis Lambert International Airport
11:15 AM 12:00 PM Airport and Airline Marketing Partnerships: Inspiring Travel to New Destinations You ve secured a new airline or a new destination now what? The successful launch of a new route requires a collaborative approach that engages and excites passengers, especially when it is a far-off destination unknown to a community. Hear how these airports and airlines are forging new partnerships at both ends of the journey to inspire travel to new markets, increase brand awareness, and improve their air service development efforts. Robyn McVicker Director, Marketing & Communications Vancouver Airport Authority Edward Shelswell-White Principal - Airport Customer Strategy ICF Timothy Saccoia Senior Marketing Manager Massachusetts Port Authority Boston Logan International Airport 12:00 PM 1:00 PM Networking Lunch Salon 2 1:00 PM 1:45 PM Hot Topics Group Discussion This popular town hall forum provides airports an opportunity to share solutions to common challenges with industry peers. Large and Medium Airports Kari Goetz Director of Marketing Tampa International Airport Small Airports Tina Kinsey Director of Marketing, Public Relations and Air Service The Greater Asheville Regional Airport Authority 1:45 PM 2:45 PM Embracing a New Name and Developing an Airport Brand What's in a name? For some airports, it's a brand identity. For others, it's the ability to showcase a destination. For a few, it's a serious public debate that can take years to resolve. Over the last year, some North American airports have executed complex public engagement campaigns and navigated turbulent skies to undergo significant name changes to better connect with their communities and passengers. Their lessons learned will help you better understand the best practices of building a new brand around a new name. Speakers: Jeffrey Lea Manager, Public Information St. Louis Lambert International Airport Julie Pondant Corporate Communications Specialist Greater Moncton International Airport Authority Moderators: Daniel Jiron Public Relations and Marketing Manager Albuquerque International Sunport Kim Sippola Principal The Quotient Group Nerissa Sugars Manager of Branding, Customer Experience, and Air Service Development Hollywood Burbank Airport
2:45 PM 3:00 PM Afternoon Networking Break 3:00 PM 3:45 PM Concurrent Session 1: Evolution of the Air Service Model The philosopher Heraclitus of Ephesus said the only thing constant is change and this quote equally applies to ancient Greece as it does to the modern age airline industry. Be it the airline s service model (e.g., network, LCC, ULCC or hybrid), product offerings or revenue management and pricing techniques, airlines are always striving to do things better and maintain or grow profit margins. We will explore how some airlines have transformed their ways of doing business, what prompted such change, and how the market responded. Dave Doty Senior Manager, Business Development Southwest Airlines Kristen Schilling-Gonzales Director of Planning Allegiant Travel Company : Kevin Schorr Vice President Campbell-Hill Aviation Group, LLC Concurrent Session 2: Inside Baseball: Managing Internal Communications and Team Engagement Airport communicators aren't only responsible for sharing stories externally. Many times, they are also tasked with building alliances with internal teammates and stakeholders to effectively communicate, engage and execute new airport initiatives. This crossdiscipline session will explore the blurred lines between human resources, operations, and communications teams, and innovative strategies to reach this important audience -- so everyone knows Who s on First. Pasquale DiFulco Manager of Aviation Marketing & Communications Port Authority of New York and New Jersey Tawana Russell Airport Manager, Guest Experience Broward County Aviation Department Fort Lauderdale-Hollywood International Airport : Shane Blatt Senior Public Relations Manager Hartsfield-Jackson Atlanta International Airport 3:45 PM 4:45 PM Politics, Protests, and Airports Public demonstrations on a variety of topics, even beyond those directly involving the airport, have attempted to thwart airport operations. How do we handle these situations? What happens when arrests are involved, even property damage? Hear from colleagues who have survived these types of situations, the lessons learned, and discuss how you might prepare for the future. Perry Cooper Senior Manager, Media Relations Seattle-Tacoma International Airport Krista Kealey Vice President, Communications & Public Affairs Ottawa International Airport Authority : Joe Petrie Editor-in-Chief Airport Business 6:00 PM 9:00 PM Host Airport Event Enjoy an evening at one of the biggest entertainment landmarks in St. Louis. Blueberry Hill is where live music and pop culture meet on The Loop, a district featuring restaurants, unique hotels, bars, and the St. Louis Walk of Fame. Find out what famous stars, celebrities and performers have called St. Louis home along what is considered one of the top 10 Great Streets in America. You re invitation gets you a ticket to Blueberry Hill s Duck Room, a basement live performance venue that featured the Father of Rock & Roll, Chuck Berry, for more than two decades until his passing earlier this year.
Day 2: Tuesday, November 7, 2017 8:00 AM 4:30 PM Registration 8:00 AM 9:00 AM Breakfast 9:00 AM 10:00 AM Communicating in Crises Confronting and overcoming one crisis is no easy task. Try tackling three successive crises that garnered international media attention over a short period of time. Hear from one airport that has demonstrated communications leadership when it comes to incidents on the airfield and in the terminal. Greg Meyer Public Information Officer Broward County Aviation Department Fort Lauderdale-Hollywood International Airport Introduction by: Scott Elmore Vice President, Communications and Marketing ACI-NA 10:00 AM 10:30 AM Morning Networking Break 10:30 AM 11:15 AM Using Digital Technology to Enhance the Passenger Experience Within the last several years, emerging technologies have completely transformed the way we do business across the globe. At airports, technology has helped to promote new and innovative methods that personalize and improve the passenger experience. This session will take a deep dive into the role that digital technology plays in enhancing the passenger experience from different perspectives. Megan Bozarth Senior Manager Consumer Marketing Dallas Fort Worth International Airport Gail Gaddi Public Information Director Los Angeles World Airports Mindy Kershner Sr. Manager, Public & Government Affairs Cincinnati / Northern Kentucky International Airport 11:15 AM 12:00 PM Concurrent Session: U.S. Policy Update Kevin M. Burke President and CEO ACI-NA Concurrent Session: Canadian Policy Update Josee Curry Director of Public Affairs Canadian Airports Council 12:00 PM 1:00 PM Networking Lunch Salon 2
1:00 PM 2:00 PM Non-Aeronautical Revenue Marketing Over the last 10 years, airports have placed a strong emphasis on diversifying its sources of revenue to maximize revenue potential and minimize the impact of any fluctuations in airline service offerings. Learn how airport marketing professionals are lending their skills and leveraging existing communication channels to promote non-aeronautical airport services and offerings such as parking, concessions, advertising and land development. Cindy Barclay Manager, Marketing Commercial Development Edmonton International Airport Alyson Walls Manager, Communications Pittsburgh International Airport Allegheny County Airport Authority Jai Ferrell Airport Director, Marketing + Creative Services Hartsfield Jackson Atlanta International Airport Marie Manning Director, Marketing & Business Development St. John s International Airport Authority 2:00 PM 2:45 PM Do You Have What It Takes To Win? Get a sneak peak at three innovative project entries from the 2017 ACI-NA Excellence in Airport Marketing, Communications, and Customer Service Awards. Hear from select airports that received high praise from the more than 30 judges who evaluated this year's contest. But rest assured, these are just a sample of high scoring entries. The top honors are still under lock and key! Cristina Armand PR & Digital Marketing Manager Miami-Dade County Aviation Department Leslie Fella Director of Marketing & Air Service Development Evansville Regional Airport Elizabeth Dwernychuk Manager, Corporate Communications and Creative Services Edmonton International Airport Glen Thomas Director of Strategic Marketing & Communications / PIO Memphis International Airport Memphis-Shelby County Airport Authority 2016 Peggy G. Hereford Winner 2:45 PM 3:00 PM Afternoon Networking Break 3:00 PM 4:30 PM Working Group Meetings Working group meetings are open to any member of the ACI-NA Marketing and Communications Committee. If you would like more information about the working groups, contact the staff liaison listed below. Media Relations Working Group Staff Liaison: Mimi Ryals, mryals@aci-na.org Special Guest Speaker: Bessy Guevara Strategic Communications Manager Office of Strategic Communications and Public Affairs Transportation Security Administration Customer Service Working Group Ambassador Staff Liaison: Raechel Rucker, rrucker@aci-na.org
6:00 PM 9:00 PM Awards Gala Reception and Dinner After a jam-packed day of programming, say Cheers! during our pre-gala reception. Then join us as we celebrate the winners of the 2017 Excellence in Airport Marketing, Communications, and Customer Service Awards. Day 3: Wednesday, November 8, 2017 9:00 AM 12:00 PM Media Relations Workshop Fasten Your Seat Belts: Handling a Crisis Head On Facilitated by: Mindy Hamlin President Hamlin Communications With the growing influence of social media, the list of potential crisis situations your airport could face seems endless. In Fasten Your Seat Belts: Handling a Crisis Head On, participants will learn how to: Anticipate and prepare for crisis Build and exercise a successful crisis communications plan Implement crisis communications best practices Leverage social media to manage public opinion Work with the media before, during and after a crisis Prepare for the crisis-focused media interview Develop and communicate key messages 12:00 PM 3:00 PM Marketing and Communications Committee Steering Group Meeting Plaza