Speaker Biograghy: Philip is Managing Director of airport advertising specialist consultancy Compass International Media. He set up Compass in 1994 to help airports, investors and architects optimise revenues from advertising. To date, the company has worked on over 70 airport projects worldwide. He joined a leading airport advertising buying agency in 1980 – the start of what has become a passion for airports. He became Operations Director in 1986, with responsibility for the company’s key clients and all media buying at airports worldwide. In 1988 he was appointed founding Managing Director of Sky Sites (now JCDecaux Airports) and was able to use his experience with leading international advertisers to drive up revenue across BAA’s five UK airports, including London Heathrow. At Sky Sites, Philip was also part of the management team that successfully tendered and negotiated the advertising rights at John F. Kennedy International Airport, New York.


Day 3 - 17 March
Session: Commercial Development, Retail, Concessions & Media

11:25 - 11:50 - Redesigning wayfinding and advertising for improved passenger experience and revenues
Synopsis: Keflavik is one of the fastest-growing airports in Europe, with 21% more passengers in 2014 and 24% to August 2015. The pressures on terminal facilities are huge, and management is focusing on initiatives to help manage passenger flows efficiently and improve the passenger experience. Although advertising was generating high revenues, it was seen as too dominant in key areas, and often competed with wayfinding for the passengers' attention. It was decided to redesign the wayfinding and advertising programmes in key areas. The results have been outstanding, in terms of clearer signage and higher revenues.

Audience will learn:

• Pressure on passenger facilities and bottlenecks can be greatly improved by good wayfinding
• Advertising is a key revenue source but can easily compete with wayfinding in high passenger flow areas
• Planning advertising and wayfinding together improves the effectiveness of wayfinding programmes, passenger flows and the passenger experience
• Planning advertising and wayfinding together can substantially increase advertising revenues
• Digital signage can increase advertising revenues and provide a highly flexible tool for marketing and promoting events to passengers