Situation Analysis
Burson-Marsteller Korea managed the global PR program for a two-year campaign marking the opening of Incheon International Airport (IIA). The assignment called for media and airline outreach to convince stakeholders of the viability of Incheon’s potential as a Northeast Asian hub. IIA also needed to persuade concessionaires that airport traffic would support their businesses. Ultimately, IIA also sought - and continues to seek - acceptance of its long-term concept as a total aviation and business community comprising airport, international business center, free trade zone and leisure facilities.

Strategy & Implementation

Our key activities included:
Development of a compelling image: IIA as more than an airport - in fact, a total business and leisure community with an airport at its heart.

Direct marketing and formal presentations: Airlines and concessionaires targeted to convince them of the viability of IIA as a long-term profitable location for their business.

Media endorsement: Initially to reach global aviation industry via respected trade and financial media (pre-launch). Augmented with media reach to consumers immediately prior to and following the airport’s opening.

Issues Response: Counsel on responses to emerging issues; development of official statements etc

Results
On opening day, March 29, 2001, IIA had achieved its target of 45 airlines - two more than had been using the old Gimpo International Airport; by August this had reached 46; by year-end it was 51. Concessions are entirely sold, creating what is arguably the most comprehensive shopping experience at any Asian airport and on par with any in the world. In November 2001, the Winged City campaign won the top award in the Corporate Branding category at the 2001 PR Week Asia-Pacific Awards.

 

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