How to Sell a US Airport in Oceania(I Wanna Go Through SFO!)
- PRIA National Conference -October 2010
2
The planes go up...
Aviation ‘wars’ on Australian runways...
Airport Activity
Business Revenue
Payroll Retained Earnings, Dividends,
Investments
Local Purchases
Indirect Jobs
Direct Jobs Re-spending Induced Jobs
Taxes
Economic Impact
Who are your audiences? Really?- Business/leisure travellers willing to pay
first- or business-class fares - Corporate traveler planners/travel agents - Airline key corporate accounts - Media in Oceania/US that follow the
business, travel and aviation sectors
Objectives- Motivate travellers in Australia and New Zealand to
choose SFO when traveling to our through the US- Raise awareness of the SFO brand and experience,
particularly in the Sydney, Auckland and Brisbane markets
- Encourage current airline partners to expand SFO – Oceania service
- Support SFO’s ongoing efforts to court new airlines/routes
Strategies- Make SFO the airport of choice for first- and
business-class travelers- Tout SFO’s amenities/services to connecting
travelers- Link the SFO experience to the iconic status, global
visibility of the Bay Area business community- Align SFO with brand partners willing to embrace
campaign messaging
What’s so different about the space PR is in?
‘PR’ in a Different Space
Ask – How could the campaign support partners’ business objectives?
Collaborate – Airlines, airports, tourism boards, local governmentNegotiate – Contra, reduced costs, added valueLeverage – Assets, relationships, volunteersEngage – On site, on line, in market, at homeSupport – Media outreach, social media infrastructure, trade
relationsTiming – Visit USA, San Francisco Place dedication
Contra Advertising - February 2010 – 2.69 million
impressions at SYD- March 2010 - 5.88 million
impressions at SYD, BNE and AKL
Strategic Partnerships – Qantas Partnerships – Qantas - Route positioned via SFO’s unique offerings to Qantas
passengers arriving from SYD- SFO presentation hosted by Qantas at its Centre for
Service Excellence - Airline sales team personally secured 80 attendees- Incentive program worth $10,000+ in prize money gave
travel agents more reasons to ‘wanna go through SFO’ - SFO profile in Qantas “Your Business” newsletter
reached national sales team, hundreds of SME clients
Strategic Partnerships – Qantas Impact- Schedule restructuring to accommodate businesses’
needs voiced at reception - Fare sale spurred 34.6% increase in direct flight
ticket sales in March 2010 (SYD-SFO) over March 2009
- Competitors matched fare sale prices- Event attendees sampling SFO product
Strategic Partnerships – Qantas
3 June 2010
I had the pleasure of meeting you at the Qantas Centre for Excellence function when you were in Sydney. On the basis of your presentation, I have chosen to fly to the Virtuoso Conference in Las Vegas through SFO and look forward to testing its efficiency and the benefits for my clients in the future. I will be passing through on 14 Aug. ex QF 93 and look forward to reporting on my experience. Regards, Ian P.Director(Travel Agency), Sydney
Partnerships – Air New Zealand- Airline product positioned via its connecting airports BNE, MEL to AKL to SFO- ANZ-hosted corporate travel planner familiarisation
trip to SFO - Planners invited responsible for 75%+ of Oceanic
outbound business travel - Attendants experienced what travellers arriving at
SFO would experience
Impact – Air New Zealand- Unprecedented industry buzz in New Zealand travel
market - Senior level attendance by QBT, American Express,
Carlson-Wagonlit- Collaboration with CVB, San Francisco hotels,
attractions- Next SFO famil scheduled for December 2010
Sydney’s “San Francisco Place” dedicated February 2010 - week “I Wanna Go Through SFO” launched in Australia
Impact from the Freeway to the Expressway
(& the Beltway)
50+ print, blog , radio and TV outlets carried the campaign story for six weeks+ after launch
2 million+ impressions in Australia and the US via AP wire stories in both countries + USA Today
20,000 views in 24 hrs - Thank you, Harriet Baskas
Chicken vs. Egg vs. Omelette
• National outlets USA Today and the Australian Associated Press reported on the campaign and video, generating over two million impressions.
• Dozens of print, broadcast and blog coverage followed, creating undeniable buzz for SFO as a desired gateway to the US.
31, 260 views
http://www.youtube.com/user/TheSFOAirport#p/a/u/2/vbCnR8QSzLc
Campaign-related Activity- 25 tweets from @SFOgal to combined following of 35,000+- Six tweets from @hbaskas (USA Today) who has 1,997 followers
200 fans acquired via
targeted ads - cost per fan
$1.20
540 fans from Australia, New Zealand & US
45% of fans are male; 53%
female
Cities with the most fans: Auckland, Sydney, San
Francisco - in that order
50% of fans are between
25-44
Chicken vs. Egg vs. Omelette
SFO’s LinkedIn Group promotes industry discussions about corporate travel Group invitation delivered to all who attended the Qantas/SFO reception
“San Francisco used to be a pain going from domestic to
international, waiting for the bus to take you across, but now that everything’s connected it’s a pleasure.” – View from the Wing,
11 March 2010
”The campaign includes this sort of cute video, which includes cameos by Mayor Gavin Newsom and the iconic
SF Twins and lines like “…there’s the bad airport and then there’s San Francisco International Airport.” – Stuck
at the Airport, 1 March 2010
"San Francisco Airport is about to mount a major campaign in Australia to
urge people to use it as an American gateway.”
– mX Sydney, 16 February 2010
“In 2008 it was the third fastest growing airport in the world. And while last
year was tough for all airports, it still grew.”– AAP, 15 February 2010
“But if SFO can move the needle a little bit, this can be considered a victory.”
– BNET, 15 March 2010
“It's a reminder that airports have to
compete to retain their international gateway
status.” – AP, 29 March 2010
"We just have to realise that airports are not a
monopoly market anymore and we're
competing for international gateway status.” – LA Times, 27
March 2010
“It's a very competitive landscape today for airports. SFO's campaign
is a humorous spin on airport travel and a legitimate way for them to
spin the merits of their terminal.” – USA Today, 30 March 2010
“Mayor Gavin Newsom is
apparently there, too, to welcome you and open your cab door.” – sfgate.com, 30 March
2010
cd
‘No more. It’s been terrific, but (the Airport Director) wants it to end.
Thanks.’