As work begins on a series of major infrastructure projects, Auckland Airport has launched a multi-channel communications campaign aimed at ensuring travellers, local businesses and workers know what’s happening at the airport and how it might impact their journey.
Auckland Airport is embarking upon a significant transformation – a series of eight key anchor projects that will include everything from a new domestic jet facility and new roads, to a future second runway.
"Every visitor to Auckland Airport will see the changes we are making to build the airport of the future," says Auckland Airport’s corporate services general manager Mary-Liz Tuck.
"It’s exciting and transformational, but we wanted to make sure that we are being open and upfront with people about the disruption this might cause on a day-to-day basis, to make sure they can plan ahead and keep safe on the road."
The campaign combines a marketing strategy with a series of other communication tools, including a new website, fortnightly development update newsletters, videos and the quarterly AKL Update publication – all aimed at keeping the public and the airport’s important stakeholders up-to-date with the ongoing construction programme. More than 15,000 people work on the precinct every day.
"Airports around the world are undergoing massive, transformational infrastructure projects, so in that respect we’re not alone," says Mary-Liz. "It’s going to take time, and we want to make sure that we are keeping the public, airlines and local businesses informed every step of the way."
Created by advertising agency Special Group, the marketing campaign combines a broadcast-focused strategy to allow scale and frequency of message, alongside a more targeted channel approach to reach frequent travellers. Some of the elements are designed to drop in and out of market as construction activity ramps up or as the airport hits its seasonal peaks.
"We wanted a marketing campaign that reflected the unique sense of place that is Auckland Airport – showing our people, our airport community and our places," says Auckland Airport general manager, technology and marketing Jonathan Good.
"It’s a shift away from marketing products and offers, to making sure people are well informed and plan accordingly. To do this we needed to creatively engage and persuade travellers with messages they notice and remember. The campaign elements give workers at Auckland Airport a voice, the platform to offer ‘insider advice’ and direct travellers to stay in the know," Jonathan says.
The campaign is also supported by real-time, online tools to help the public take control of their journey to the airport include a www.stayintheknow.co.nz website featuring up-to-date information on building projects and the impact of construction.
Auckland Airport is also bringing each new project to life with a news-style video, featuring interviews with people working on the projects and at the airport precinct.
