Strategic Passenger Insight and Positioning Study

About the brand

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.

About Liverpool John Lennon Airport
Challenges for Liverpool John Lennon Airport

The Challenge/Task

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.

What We Did

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.

Group Commercial Director, Liverpool John Lennon Airport

The Result

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.

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