Liverpool John Lennon Airport is one of Europe’s fastest growing airports. Between 1997 and 2007 it was one of Europe’s fastest growing airports, increasing annual passenger numbers from 689,468 in 1997 to 5.47 million in 2007.
To undertake an extensive research programme to fully understand the passenger base and regional dynamics of the catchment area, with particular emphasis on developing a strong brand positioning for the airport that has sensitivity to the local cultural identity.
Comprehensive survey of flyers in the immediate and wider catchment area to understand choice drivers and market share of Liverpool and competitor airports
Exploratory focus groups with existing, lapsed and non-users of the airport, to understand perceptions of the airport
Evaluation and definition of the brand proposition
Pragma provided us with a fantastic understanding of the airport in terms of passenger perceptions, key choice drivers and dynamics and we have incorporated their work into our business strategy.
Through an in-depth analysis and evaluation of the current and potential passenger base, Pragma developed insight and recommendations for management to incorporate into the future commercial strategy and brand positioning of the airport.