Advertising in Helsinki Airport - Possibilities and Pain Points
Kuvaja, Sara (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023113033121
https://urn.fi/URN:NBN:fi:amk-2023113033121
Tiivistelmä
As air travel is picking up after the pandemic and is expected to be back to pre-pandemic levels by 2025, should these years leading to it be used as a time to develop and invest in the things that benefit all shareholders. One of these is airport advertising which is yet not so widely researched topic but has much potential to be researched to understand the customer journey and its pain points and possibilities in the future. The author of this thesis wanted to conduct research to be used as inspiration for developing new campaigns or planning for improvements to the existing ones in the future.
The theoretical framework was created by analyzing existing research from different parts of the globe and most of the sources used were focused on airport advertising as it has many characteristics that make it unique compared to other out-of-home advertising platforms. It represents needed definitions of the topic for a wider understanding. Research methods used included making a SWOT analysis of advertising in Helsinki Airport, presenting insights that were presented in the knowledge base and creating a Passenger Journey map through Helsinki Airport where all the potential advertising spots and the attention span of those locations was assessed.
The results, such as the uniqueness of an international airport environment as an advertising field and the differences between business and leisure passengers will be presented in the final section of this thesis. Improvement proposals, like updated MyFlight service and special offers for transfer passengers will be included in the chapter, too. The chapter is finalized with reliability assessment and final learnings from this process for the author and with the list of sources used.
The theoretical framework was created by analyzing existing research from different parts of the globe and most of the sources used were focused on airport advertising as it has many characteristics that make it unique compared to other out-of-home advertising platforms. It represents needed definitions of the topic for a wider understanding. Research methods used included making a SWOT analysis of advertising in Helsinki Airport, presenting insights that were presented in the knowledge base and creating a Passenger Journey map through Helsinki Airport where all the potential advertising spots and the attention span of those locations was assessed.
The results, such as the uniqueness of an international airport environment as an advertising field and the differences between business and leisure passengers will be presented in the final section of this thesis. Improvement proposals, like updated MyFlight service and special offers for transfer passengers will be included in the chapter, too. The chapter is finalized with reliability assessment and final learnings from this process for the author and with the list of sources used.