ABSTRACT
This chapter considers the range of marketing communications tools used by airports (known collectively as the promotional mix) including the main marketing objectives and strengths and weaknesses of each tool. The chapter then looks at factors that airports need to consider when developing an integrated and effective approach to marketing communications, how the ability to communicate with target markets can be enhanced through partnerships (especially for airports pursuing tourism-related marketing objectives), and how engagement marketing can be used to nurture deeper and longer-lasting relationships. Engagement marketing is based on the use of experiential initiatives that are covered in this chapter, and digital initiatives that are the focus of Chapter 10.
