Speaker Biograghy: Prior to joining Brisbane Airport Corporation in late 2011, Rachel held a number of senior executive positions with Tourism Australia, including the global role of General Manager, Corporate Communications, based in Sydney, and Marketing Communications Manager, The Americas, based in Los Angeles. Rachel's career has extended from journalism to government and consultancy. In her position as Head of Corporate Communications with Brisbane Airport Corporation, she is responsible for the company’s media, community and government relations, and has management oversight of its marketing platforms including its web presence and sponsorship and brand strategies.


Day 2 - 11 March
Session: Commercial Development, Concessions, Retail & Media

14:40 - 15:05 - Airport branding – a corporate reputation tool beyond marketing
Synopsis: In late 2011 Brisbane Airport Corporation enlisted London-based brand and creative agency, Winkreative, to help it develop a strategy to improve the airport's 'sense of place' and customer service. That strategy has proved invaluable as the airport battled a government review of its curfew-free status, commercial negotiations to fund a multi-billion dollar investment programme, and an aggressive media campaign against the airport corporation. This presentation looks at how 'brand' goes way beyond commercial concerns, and can help an airport build political and commercial resilience, forge new relationships and strengthen a vulnerable corporate reputation.

Audience will learn:

• Why branding is not solely a marketing tool
• How branding can help in government relations
• Brand as a focus for the broader business strategy
• Why an outsider's view is invaluable
• How airport branding can help forge new relationships with city and corporate allies