AUSTRALIA. Brisbane Airport Corporation (BAC) has launched a comprehensive “˜China Strategy’ in a major push to increase its connections with this key consumer base.
The airport company said it would strengthen existing relationships with airlines and build new relationships with the broader business market and consumers. The move, it said, “signals a new era in the development of Brisbane as the growth gateway to Australia”.
Planned initiatives include bilingual signage and messaging with a focus on interactive digital assets and applications, along with culturally appropriate food & beverage choices and special retail and tailored merchandise offers and discounts.
A simplified Chinese version of the BNE App has also been launched, with final touches being made to a Chinese version of the airport website. Other actions include the appointment of a Chinese Liaison Officer and Chinese cultural and customer service training for staff at the International Terminal.
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Brisbane Airport: Aiming to get closer to Chinese consumers |
BAC CEO and Managing Director Julieanne Alroe said: “Our approach means letting go of preconceived ideas about where Brisbane should sit in the mindset of the Chinese market.
“We want to build a compelling case for Chinese business, leisure and education visitors to choose Brisbane as their first port-of-call in Australia.”
Andrew Brodie, BAC’s General Manager of Airline and Retail Management, has led the development of the strategy and will take charge of its implementation.
He said the initial focus of the strategy would be to increase Brisbane Airport’s profile in the market as a competitive gateway to Australia.
“Then, building on the great work already done by Tourism Australia, Tourism and Events Queensland and Brisbane Marketing, we’ll also be looking to help build Brisbane’s destination brand with consumers,” he said.
“At the same time, we’re over-hauling our own facilities and services at the Airport, delivering a sophisticated, only-in-Brisbane redevelopment of core parts of the International Terminal and introducing special services for our Asian passengers.
“We will also be a strong advocate for government policy changes to better facilitate air capacity and Chinese outbound tourism to Australia, their experiences within Australia and processes in airports,” Brodie said.
The China Strategy will remain a key priority for BAC over the next five to ten years, said the airport company.
