One of the coolest things about marketing–in the airport world and beyond–is that there’s always something new to check out and take in. This week, Cincinnati/Northern Kentucky (CVG) International Airport took center stage with a new branding campaign built around the tag line, “Get here. Get there. Get home. Business Flies Through CVG.” (And what a collaboration it was: CVG credited “Airport Board Members and Staff; Peter Carter, Harley Procter Marketing Director on loan to CVG from The Procter & Gamble Co.; and Strata-G, a Cincinnati-based advertising agency” for coming together and developing the pitch.)
The airport then used the new branding campaign to ramp up its engagement with the public. It held a trivia contest on Twitter, dangling free parking as the prize.
It’s no secret that CVG has been hit hard by shifting industry (and, indeed, global economic) dynamics. One thing these changes have helped underscore for airports: relying solely on your airlines to tout your benefits isn’t a sound marketing strategy. Forward-thinking airports reach beyond the carriers that serve them and engage the customers they serve.
CVG will have a big presence at the Airport Social Media Summit (that’s #CAKSoMe on the Twitter), which starts tomorrow. (I probably should be packing, not blogging….) I look forward to touching base with the CVG team members coming to Akron and finding out more about the campaign and how the locals are receiving it.