Arnar Reynisson, Marketing Manager for Keflavik Airport, has made some significant changes for Iceland’s International airport over the past two years with various successful online marketing campaigns and social networking efforts.
Reynisson graduated from College of Staten Island in New York with a MS in Business Management before beginning at Keflavik Airport. Since, the airport has become known as the ‘Best Airport in Europe’ and continues to improve its global image by promoting its great services and facilities through successful marketing strategies.
IceNews went to catch up with Reynisson to ask him a few questions about Keflavik Airport’s (KEF) recent success:
IceNews: What kind of statistical effect has your marketing efforts had on the KEF‘s website?
Arnar: Average monthly visits to our website have increased dramatically over the past two years. In 2008 we received around 40.000 visitors and then for 2009 between 70-80.000. In comparison, for 2010 so far we have received 180.000 visits for both languages (English and Icelandic).
IceNews: How did the KEF nomination for ‘Best Online Marketing Campaign 2009’ arise?
Arnar: We received the nomination from SVEF for our Christmas brand campaign. The campaign basically involved making use of social media networking channels such as Facebook, YouTube and Twitter in order to gain a rapport with passengers before they entered the airport. This built up customer communication by keeping them informed on KEF’s facilities, settings and services. This action plan also helped the KEF raise its score in the Airports Council International (ACI) passenger survey from 4.00 to 4.19 between 2008 – 2010.
IceNews: And the success from ACI’s passenger survey earnt KEF the title of ‘Best Airport in Europe’?
Arnar: That is correct, yes. The ACI’s survey is the world’s leading airport customer satisfaction standard, with around 130 airports taking part. It has of course created a lot of positive global attention for us as passengers described KEF as comforting, cosy and also indicating their gratification with the airport’s huge range of duty free stores.
IceNews: Has KEF’s duty free stores seen a positive response from this recent success then?
Arnar: Yes, the airport’s eighteen retailers have all seen a positive response from our recent success. After various duty free brand campaigns, including the Christmas brand campaign, spending per passenger has increased by 10.3 percent in our duty free stores.
IceNews: What other kind of positive effects has KEF experienced from this recent success?
Arnar: Well, according to the annual Capacent Gallup customer survey, the overall positive image of KEF has increased from 76 percent to 91 percent, and our average score has increased by 0.6 points across all areas.
IceNews: Apart from KEF’s facilities and services, what do you think it is that makes the airport stand out among others?
Arnar: I would say that due to KEF’s location, we have a great advantage over many other European airports in terms of transatlantic flights, connecting flights and stopovers. For instance, we have been referred to as the “Central Hub in the Atlantic” as Iceland is located perfectly between North America and Europe, connecting to the two continents. This also means that passengers travelling through have the option of stopover holidays, maybe just one or two nights where they can experience Iceland’s natural beauty and extraordinary landscape. Iceland’s capital city, Reykjavik, is just a short drive away from the airport and so is the world renowned Blue Lagoon, so there is plenty to see if the surrounding area.
IceNews: Does KEF have anymore marketing campaigns planned for 2010?
Arnar: Yes, indeed. After the success of our online football competition at the beginning of June, we have decided to launch another huge online campaign at the end of this year. We will be offering another chance to win a trip to Iceland, so it definitely pays for people to follow us on our social media channels.