42 External promotion
Through its sponsorship activities, participation at events and commitments in the city of Geneva, Genève Aéroport has a strong presence that extends beyond the strict limits of the airport site itself. Since 18 April 2011, Genève Aéroport has met and engaged with its passengers, customers and the public using a completely new visual identity. Launched at an official ceremony attended by the local press and many guests, the new logo and graphical standard was revealed with the symbolic unveiling of the newly installed airport terminal sign.
To ensure that the new logo has been omnipresent since, considerable work has taken place to list and then replace the former logo. Several hundred have been replaced, on everything from electronic devices to traffic signs, via uniforms, vehicles, stationery and other items and equipment visible to the public.
Completely redesigned website The year’s other major airport profile-related project was the complete redesign of the Genève Aéroport website.
In addition to a large amount of work on aesthetics and user-friendliness – essential for a page getting more than 10,000 visitors a day – the content has been revised and enhanced to help make the new website a true travel portal.
The airline timetable consultation function has been greatly improved and made more accessible and intuitive. Produced with an external partner, a travel reservation tool has been developed for the home page and many other useful features added. Genève Aéroport has also considerably strengthened its presence in social media, particularly through the continuous promotion of its Facebook page.
Events and promotions In 2011, Dubai-based Emirates was a particularly eagerly expected arrival and addition to the apron at Genève Aéroport. One of the world’s largest and fastest growing airlines, Emirates has benefited
from the airport’s extensive support and promotion programme. On the occasion of the first flight on 1 June, a major event at Genève Aéroport – which brought together VIP guests from across the region – provided a great welcome for Emirates’ president and a delegation from the UAE.
Genève Aéroport has implemented actions to ensure strong public awareness of this new air service, particularly through a joint public relations campaign with Emirates, as well as events for professionals and other promotional activities. Genève Aéroport’s prospecting continued in 2011. Aimed at enhancing air services for the airport’s already-strong network, priority was given to expanding target long-haul markets. The airport also participated in the main specialist air transport events. Similarly, in an ongoing action plan, cargo promotion was aimed at various players in the freight chain. Regarding tourism shows, Genève Aéroport was heavily involved in the new-format TTW – the annual gathering for travel agencies – which took place for the first time in Geneva.