Gunnhildur Vilbergsdottir, Commercial Manager, Keflavik Airport, Iceland
Speaker Biograghy:
Gunnhildur is the Commercial Manager at Keflavik Airport and has been with the team for two years. She holds an MBA from Reykjavík University and her background is marketing, service and business. Gunnhildur has firsthand experience in selling advertisements at the airport and still today advertisement sales are not outsourced. Since Gunnhildur joined the team, a new sales strategy has been implemented, sites have been improved and revenues have increased tremendously.
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