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Destination Targeting at its best: Mandarin speakers at Birmingham Airport

By Kay Walker, Contentainment Account Manager, Blackjack Promotions

Earlier this summer, Birmingham Airport became the UK’s first gateway to offer UK charter packages from China – and the first airport in the UK (outside of London) to launch direct charter flights to China.

World Duty Free Group (WDFG) wanted to show its support not just to the airline but also the airport in making this route a success for the long-term opportunity that they all share, by having a joined up approach to marketing, activities and essentially customer experience for both passengers and officials during it’s launch days on July 22 and 29, and August 5.

Due to the nature of the dates and scheduled flight times, this presented a great opportunity to treat these events as a route “launch” over three consecutive weeks and allowed us to be incredibly targeted with activities in the Baggage Hall, Arrivals, Check-In and of course the Main Store, as well as pre-awareness, marketing and digital.

This is where Blackjack came in. We had Mandarin language speakers working in these three locations in addition to our promotions and Contentainment campaigns on each of the three dates mentioned above between 6am and 12pm.

Not only did we have some staff donning special red sashes but some Contentainment staff were wearing red dresses – all part of our efforts to make Chinese passengers feel right at home, whether departing or arriving.

The overall aim was to provide information and support to Chinese passengers by having a team on the ground who were able to translate for the sales team, as well as engaging in direct customer service and offering clear direction for the continuation of their journey. The added bonus was that by having someone with the key language skills, we were able to maximise sales on our Contentainment campaign.

Now that’s what I call 顧客服務 (customer service).

For more on destination targeting, check out this piece from Sally Alington, Managing Director, Blackjack Promotions on why it’s vital to have a solid understanding of the mix of cultures and what ‘added value’ means to those customers.