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Cogent Elliott promotes the all-new Manchester Airport Experience
In recent years, Cogent Elliott has played a significant role in helping Manchester Airport define, develop and implement a coherent and consistent brand model for all its customers and stakeholders.
The next phase of this development process incorporates the strategic planning and orchestration of numerous customer-focused initiatives designed to enhance the passenger experience to and through the airport.
Following an 80 million pound investment, Manchester Airport has introduced a dazzling array of new services and facilities. Cogent Elliott has been tasked with communicating and dramatising these improvements, whilst ensuring all material sits neatly and under the brand umbrella.
The brief encompasses everything from promoting web-based pre-booking services to developing a personalised airport guide; providing information on express check-in and enhanced security to amazing shopping and catering. The agency has produced communications work to inform anyone visiting the airport – departing or arriving, picking up or dropping off – of these new developments and the services available.
Cogent Elliott’s in-house digital and CRM team has re-designed Manchester Airport’s website to enable passengers to research and browse world destinations on an interactive map before they fly. Whilst providing travellers with tailored tips and information, the website has been designed to capture vital data to help improve customer relationships and to provide on-going services that reflect the needs of passengers; all 20 million of them.
The agency has also developed the ‘My Airport Guide’, a completely new web-based service and a first of its kind in the industry. Quite simply, it helps passengers get to and through the airport with ease. By simply logging on to the Manchester Airport website and answering a few short questions, visitors are taken through every stage of their journey, from getting to and from the airport; to finding out what catering facilities, shops and services are available to them. The Guide also provides vital, up-to-date security information to ensure that all visitors are fully prepared before they depart for the airport.
With many retailers and caterers acutely aware of the challenging economic climate, Cogent has created a special discount voucher book, ‘Value Added Travel’, to support the multi-million pound retail and catering investment across all three terminals. The promotional vouchers have already delivered staggering results with a 6.1% redemption rate, equating to 2.6% of retail sales during November and December 2008. These results have led to other airports within the Manchester Airports Group adopting the same initiative.
In addition, the agency has devised many other promotional campaigns, handling all CRM data and developing marcomms material, including initiatives such as the ‘Costa Nothing’ competition whereby holidaymakers can win back the cost of their holiday in a free, monthly prize draw.
Tim Pile, CEO at Cogent Elliott adds, “We have been working in successful partnership with Manchester Airports Group since 2006. We are delighted to be part of delivering the new services that will help change the way passengers experience, interact and use Manchester Airport”.
Cogent Elliott Limited is among one of the seven successful agencies appointed to the new Manchester Airports Group roster, following a pitch, earlier this year.
For more information, please contact:
Simon Reeve
New Business Manager
Cogent Elliott
Telephone: 0121 627 5040
simon.reeve@cogent.co.uk