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LAP Retail Manager Fiorella Carty says Enjoy, Shop & Fly will give a uniform identity to all communications about Lima Airport’s commercial services |
PERU. Lima Airport officially launched its new Enjoy, Shop & Fly commercial brand on 10 May.
The brand seeks to identify all commercial activities at Jorge Chavez International Airport under one concept, and will be shown uniformly in all graphic elements of the airport’s promotional campaigns.
The brand conveys the message that shopping and dining at the airport is a pleasant and memorable experience for passengers, and reduces the stress that travel can produce.
“Enjoy, Shop & Fly is the result of work carried out during 2012 and the first quarter of 2013,” commented Lima Airport Partners (LAP) Retail Manager Fiorella Carty. “Its purpose is to take our airport business to a higher level, comparable only to that of the airports in the world that have best developed their commercial concepts.
“The new brand will become an added ingredient in the formula for achieving the goal of increasing the participation of commercial revenues in the total income of our company.”
LAP is preparing a series of activities and digital media campaigns to disseminate the brand, she told The Moodie Report.
Among the plans is a mobile web facility using Enjoy, Shop & Fly to explain promotions and give users options like booking a ‘check-in’ for restaurants.
“The aim is to create viral marketing so that Peruvian consumers, who are the ones buying a lot these days, can understand before they arrive what commercial offer there is in the airport,” said Carty.
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The Enjoy, Shop & Fly brand aims to generate a positive emotional response to shopping and dining at the airport |
“Even though a lot of purchasing in the airport is on impulse, if people have a better understanding of the offer before they get here then we will get better sales – especially because people who aren’t travelling can ask friends, relations or colleagues to buy on their behalf.
“Taking into account the price difference with the local market, this is a good way to generate new consumers – those that aren’t travelling.”
In the second phase of the brand campaign, LAP will make YouTube postings for its videos and activations. It will also use Facebook to publicise events and important aspects of the retail service without, said Carty, being identifiably a Lima Airport corporate page:
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These posters communicate the brand message with the clever strapline ‘Discover the pleasure of waiting’ |
“We are planning a Facebook page only for Enjoy, Shop & Fly, which will explain the commercial offer while highlighting new stores, promotions, shopping tips and other themes that can improve the relationship the passenger has with the commercial side of the airport.”
An on-location report on Lima Airport’s commercial will be published in The Moodie Report Latin America Special Edition in June
LAP has developed several slick video presentations that it will move to promote via YouTube |
