Tracy Ryks, President & CEO, RYX Engage, USA

Speaker Biograghy: Tracy is a consultant with over 30 years' marketing and business development experience, including five years' direct aviation experience. She provides advice on personal and organisational brand management, public engagement, passenger experience, fused communications, social media, influence marketing and business development. Tracy has developed a process to identify value traits and organisational DNA, and develop processes to communicate through public and community engagement. In addition, she has represented a number of airport executives in personal brand management, and promotes a collaborative revenue-driven airport-management style where the airport, community, stakeholders, businesses and elected officials are in partnership. Airport executives must now engage directly with community and business leaders, while recruiting community champions to promote the airport. She is also the founder of the Airport Spouse Association, which supports airport families through transition.


Day 1 - 20 March
Session:
Customer Service & Passenger Experience


14:30 - 15:30 - Panel Discussion: Brand versus Policies
Synopsis: The panel will have a rich dialogue with airlines and airports regarding their brands. It will discuss the importance of the brand. The audience will walk away from this discussion with the knowledge of how to be a voice for your brand, how to challenge the status quo to allow your brand to shine through, and immediate things you can start to do to align your brand with existing customer policy.

Audience will learn:
Day 2 - 21 March
Session:
Commercial Development, Retail & Concessions


11:25 - 11:55 - An airport 'brand-volution' – secrets of the world’s top airport brands
Synopsis: Brand is an airport’s DNA. It is who you are, what you believe and how you interact with others. Top airport brands foster a conversation, reach out, engage and interact with community. Top brands possess an allure, which can be uncovered and developed at any airport. Rebranding is not about changing who an organisation is; it’s a process of identifying, celebrating and reinforcing an airport’s identity and then articulating it in a cohesive communication and channel management plan. Join us and discover your airport’s allure, learn the elements of brand and examine how social media has created brand disconnect.

Audience will learn: