Speaker Biograghy: Tim heads up the commercial research and insight function at Heathrow Airport, focusing on maximising the airport's commercial revenues by putting the passengers' needs at the heart of everything the airport does. With over 10 years' airport research experience, Tim has extensive knowledge of the UK and European airport markets, and has worked in partnership with a number of airlines and retailers to deliver significantly better passenger experience and increased commercial revenues for Heathrow Airport. With a Master's in Social and Market Research and as a full member of the Market Research Society, Tim is passionate about ensuring that insights generated from research are effectively communicated and acted on.


Day 3 - 12 March
Session: Commercial Development, Concessions, Retail & Media

10:35 - 11:05 - Heathrow’s approach to understanding the effectiveness of marketing campaigns
Synopsis: In order to make the most out of your marketing budget, it is vital that you understand who you are trying to market to and how successful you have been at reaching and communicating with your target market. This presentation will provide you with an insight into how Heathrow Airport goes about understanding its passengers and monitoring the success of its marketing campaigns.

Audience will learn:

• How off-airport marketing can influence passengers' decision making when they are at the airport
• Understanding of how different parts of the retail proposition support your overall brand
• How research can help you understand your passengers and increase commercial revenue