The paper 'Marketing Communication Strategies for Newcastle International Airport" is a perfect example of a marketing case study. Newcastle International Airport (NIA), in North-east England, is the 9th largest international airport in the United Kingdom. The airport handles over 5 million passengers a year traveling to 85 countries. It is the fastest-growing airport in the country, with a number of low-cost airlines touching it. It has entered into deals with EasyJet for low-cost routes and Copenhagen Airport for investments in capacity addition (CPH). The airport has also rationalized its operations by reducing the headcount, outsourcing non-core functions, increasing manager involvement and accountability.
The airport has undertaken a $13mn terminal expansion plan, creating 32,292 space for the departure lounge (Mansfield, 2006). It is predicted that passenger traffic will increase to 9.5 million passengers per annum by 2016 (Pricewaterhouse Coopers, 2004). Marketing communication strategy and objectives Till 2002, the airport did not focus on the low-cost market and was passive towards route and passenger growth, as a result of which passengers were choosing other airports. The brand image had tired out even when passenger volume was growing marginally.
In addition to the particular shortcomings of the airport, the travel industry was in the doldrums after September 11, 2001, tour operators were cutting back and there was a distinctive shift towards the low-cost market. NIA, in 2002, catered mostly to scheduled (47%) and chartered (47%) flights and low-cost carriers contributed to only 6% of the passenger traffic. While the charter flights remained strong, scheduled flights were hit by 9/11 (Parkin, 2004). However, NIA was seen to have good potential since, being the major airport in the North East, had a significant catchment area.
The airport has a good infrastructure, with GBP 100 million already invested since 1990 on capacity expansion, and already catered to a critical mass of passengers. The aeronautical charges are not regulated and there are few environmental limitations to the growth of the airport.
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Parkin, John, Adjusting the Airport’s Cost Base for Low Cost Operations while maintaining a balanced mix of Carriers – Case Study of Newcastle International, http://www.iaae.org/meetings/Airport%E2%80%99scostbaseforlowcost.ppt
Copenhagen Airports (CPH), Newcastle International Airport, http://www.cph.dk/NR/rdonlyres/15E1C7BD-5A0C-4EED-82E7-1F55CCD27F85/0/NewcastleAirport1.pdf
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