Kiwiandrew From New Zealand, joined Jun 2005, 8442 posts, RR: 14 Reply 1, posted (7 years 10 months 3 weeks 5 days 12 hours ago) and read 2492 times:
given some of the landings I have had over the years at WLG I think they should have saved two thirds of the rebranding cost and just gone for :
I have always thought that they missed a great marketing opportunity to sell the flights into/out of WLG as adventure tourism for hardcore adrenalin junkies . BTW when did this 'wild at heart' crap come out ? I have never heard of it before
Quoting Jafa39 (Thread starter): One for the Kiwi's this and I have been meaning to post it for ages.
This "Re-Branding" of WLG so that it now says "Wild at Heart" do people really expect it will bring in any extra money or make people any happier to fly?
After all, if you want to fly to WLG, you land at WLG, if you want to fly from WLG, you go to the airport.
Do they really think anyone is going to wake up one day and say:
"Oooh, the airport is now called Wild at Heart, I really must fly somehwere".
Quote: I mean really, WLG could be painted pink and called "Colin" and people would still go there to catch flights.
both would be improvements
Moderation in all things ... including moderation ;-)
Jafa39 From , joined Dec 1969, posts, RR: Reply 2, posted (7 years 10 months 3 weeks 5 days 12 hours ago) and read 2488 times:
Quoting Kiwiandrew (Reply 1): BTW when did this 'wild at heart' crap come out ? I have never heard of it before
Middle of last year I think, it was a bit controversial at the time and the firm used had rebranded some pikey airfield in the UK I believe, which then made money but it was a case of promoting a lesser airport that people were bypassing to get to a bigger one. This isn't the case at WLG, unless you really want to drive to Palmy to fly to AKL.
BTW, talk about WLG landings, I had a shocker of a take-off on wednesday last, my fault for sitting in row 23 but woo wee! Watching the Jetstreams and SAABS take off was stomach churning!
We in a 733 had one wing low just before lift-off and the ascent was like a cement mixer on acid...bugger, that was fun!!!
Kiwiandrew From New Zealand, joined Jun 2005, 8442 posts, RR: 14 Reply 3, posted (7 years 10 months 3 weeks 5 days 12 hours ago) and read 2479 times:
Quoting Jafa39 (Reply 2): We in a 733 had one wing low just before lift-off and the ascent was like a cement mixer on acid...bugger, that was fun!!!
Jafa39 , I think you arrived in New Zealand too late for the real fun ... the 737-100 and -200 out of WLG were even more 'visceral' - sitting there with the brakes on and the whole a/c vibrating ... then brake release and "Holy shit!" - the 'pocket rocket' 732 is still my sentimental favourite for this reason
Moderation in all things ... including moderation ;-)
Antskip From Australia, joined Jan 2006, 887 posts, RR: 6 Reply 4, posted (7 years 10 months 3 weeks 5 days 11 hours ago) and read 2458 times:
A visit to the new WLG website http://www.wellington-airport.co.nz/, gives some idea of what the spin is spun around. The image on the home page is of a group of young surfers (where? Titahi Bay? wow...; at least they are all wearing wetsuits...), hence "wild at heart"? Then all other pages are graced by people with sort-of hats made up of oranges and "kiwi fruit" i.e. chinese gooseberries. No "wild" there - more like "weird and wacky". The arrival and departure pages (the most important for most people?) are not yet working. Wellington is a beautiful city with a nice airport. The branding is is just dumb, pseudo, as NZ as Tolkein. You'll get better spin flying in there most days. Now that's real fun! And don't ever go there for the surf beaches or the chinese gooseberries...
Gardermoen From Australia, joined Jul 1999, 1520 posts, RR: 1 Reply 5, posted (7 years 10 months 3 weeks 5 days 11 hours ago) and read 2446 times:
I think this re-branding is really tacky. They should have gone for a more professional imagine, if anything at all. Afterall, it is the airport serving the capital city - a more diplomatic, "serious" image should be presented.
The fools who came up with this "Wild At Heart" rubbish needs to be shown the door out.
ZKNEA From New Zealand, joined Dec 2005, 151 posts, RR: 1 Reply 7, posted (7 years 10 months 3 weeks 5 days 5 hours ago) and read 2391 times:
Its really so the airport operations staff don't have to wear a suit and tie, but rather tee shirts and sleevless jackets.
I actually quite like it, its different. Airports these days become so artifical, this just livens it up abit i reckon, adds a bit of art to it - which when looking around Cuba St you see is the real side of Wellington, not that weird circular building tucked away in a corner at the end of Lambton Quay.
But then again I probably think this way because I live in Te Aro... explains a lot....
Antskip From Australia, joined Jan 2006, 887 posts, RR: 6 Reply 9, posted (7 years 10 months 3 weeks 4 days 21 hours ago) and read 2317 times:
Problem is the branding could be for just "absolutely" anything. How about something special about Wellington, something distinct from heaps of other places, both in NZ and elsewhere, things people love about it. For starters: the stunning setting: a compact city and suburbs clinging to the mountainous slopes of a gorgeous harbour ( a sort of sea-level alps), tiny roads and walking paths everywhere, perfect air, 95% all-wooden buildings, pretty alleyways and coffee shops, a city that Fellini couldn't have thought of but would have loved.
Rongotai From New Zealand, joined Sep 2000, 477 posts, RR: 2 Reply 10, posted (7 years 10 months 3 weeks 4 days 20 hours ago) and read 2286 times:
The 'pikey airfield' that Infratil own in the UK is Prestwick. The rebranding there was done by the same outfit that rebranded WLG, and has used as a slogan the Glasgow slang 'Pure Dead Brilliant'. The use of a slogan for an airport with the word 'dead' in it has caused some eyebrow raising in Scotland.
Now that Infratil have also completed the purchase of Leipzig airport, you can all have fun guessing what the rebranding slogan might be for that.
In fact I have to put forward a contrary view. As someone who regularly meets overseas colleagues at WLG, I have to say that every one I have met since the rebranding has commented on it, and favourably. These are hard-headed business people, and they believe that it makes perfect sense to brand an airport in a way that unites the main source of profit - shops - under a single slogan that is focused on the shops rather than the airlines. The goal is not to get new people flying through the airport, but to get those that do to be more aware of the shopping possibilities that exist there.
In one case of a colleague who came thorugh WLG last year, she is far up the corporate ladder enough to be now trying to make a business case for a very large European airport to undertake a similar, shopping oriented, rebranding exercise.
And - by the way - definitely not a waste of money. I understand that it has already paid off for Infratil in being able to command higher floor rentals and attract at least one new high profile retail outlet.
WGW2707 From United States of America, joined Aug 2003, 1197 posts, RR: 37 Reply 11, posted (7 years 10 months 3 weeks 4 days 5 hours ago) and read 2201 times:
While many airports are, to put it nicely, well within the market for a corporate identity refresh, this rebrand of Wellington is absolutely nutty. In response to the rebrand of Prestwick, even thinking of incorporating the word "dead" into aviation branding is a sign of utter stupidity.
Aerokiwi From New Zealand, joined Jul 2000, 2550 posts, RR: 4 Reply 16, posted (7 years 10 months 3 weeks 3 days 14 hours ago) and read 2090 times:
Tell me Rongotai, what kind of business are these people you know involved in? Marketing? Who even notices this kind of marketing dribble when they're travelling? And could someone explain to me the mechanics of an airport introducing some tame slogan and THAT being the justification for shoring up a large retailer? I just don't get it.
Quoting MasseyBrown (Reply 13): People think of New Zealand as Australia without the sense of humor.
And let's face it, in soooooo mnay ways, they'd be right.
Quoting ZKNEA (Reply 7): when looking around Cuba St you see is the real side of Wellington, not that weird circular building tucked away in a corner at the end of Lambton Quay.
If it weren't for the government being based in Wellington, the city wouldn't have the wealthy population that supports the type of activities you see in Cuba Street, which now self-perpetuates as it has become a fixture of the community there. It wasn't until the late 1980s that Wellington started sprucing itself up (job well done so far), so it wasn't so long ago that the city was considered, well, grey and miserbale. So that funny round building means an AWFUL lot to the city.
Anyway, thank god Auckland's got 'City of Sails' and has stuck to it. I think the airport even uses it, doing away with unnecessary company slogans for the public to, well, lets face it, ignore.
Infratil really are about spin and rubbishy PR huh?
Jafa39 From , joined Dec 1969, posts, RR: Reply 17, posted (7 years 10 months 3 weeks 2 days 19 hours ago) and read 1993 times:
Quoting Aerokiwi (Reply 16): Infratil really are about spin and rubbishy PR huh?
Couldn't agree more, I don't shop at WLG, I go there because its how you get from jafaland to the windy city, apart from a cafe and a toilet there are no other facilities that I need.
And again, who is going to go shopping in WLG or fly from there because there are shops? it might support retail outlets who can afford inflated rents but Air NZ don't get the money, I very much doubt that landing fees will go down or that the savings would affect fares if they did, its another layer of existence to me.
It will be intersting to see how long these poncy shops keep running, after all most of the stuff there can be bought elsewhere in NZ for less $$$"s.
Its like high-rise buildings, only developers and PR dudes think they're cool but then since when have the views of the ordinary man counted for much in this world?
Rongotai From New Zealand, joined Sep 2000, 477 posts, RR: 2 Reply 19, posted (7 years 10 months 3 weeks 2 days 13 hours ago) and read 1932 times:
Sorry, Aerokiwi, you are making assertions that are not supported by the market research evidence. Nothing more I can say except that it would be nice if you could cut the sneering a little.
However I do think that WLG is a dubious place for this approach. The great majority of people using WLG are, in effect, catching a bus to work. This is very different from AKL International terminal.
My main point, though, is that it is a mistake to think that airports undertaking this sort of thing are trying to attract more passengers. They are trying to extract more money from those that pass through - and that it pays off. Read the airport business magazines.
MasseyBrown From United States of America, joined Dec 2002, 4978 posts, RR: 7 Reply 20, posted (7 years 10 months 3 weeks 2 days 13 hours ago) and read 1924 times:
Quoting Jafa39 (Reply 14): Only people who haven't been to either country!! Smile
I figured the "Australia without the sense of humor" comment would get me in trouble. Fair or not, it's a common American (mis)apprehension.
I really meant to counter the argument that Wellington needed a "serious" message for its PR campaign. From almost anywhere in the world it's a l-o-n-g trip to NZ and "serious" isn't a reason to go. A light-hearted campaign would be best; just leave out the sheep jokes.
Aerokiwi From New Zealand, joined Jul 2000, 2550 posts, RR: 4 Reply 21, posted (7 years 10 months 3 weeks 2 days 9 hours ago) and read 1892 times:
Quoting Rongotai (Reply 19): Sorry, Aerokiwi, you are making assertions that are not supported by the market research evidence. Nothing more I can say except that it would be nice if you could cut the sneering a little.
It would be nice but I'm an Aucklander and I enjoy playing up the stereotype...especially to Wellingtonians
Market research? So, let me get this straight...a marketing firm is contracted by Infratil to perform market research on passenger perceptions of the airport and concludes that what is needed is...wait for it...more marketing!!! Hooray!! everyone pay the marketing firm double for 3 percent extra effort.
Don't get me wrong, I really enjoy Wellington Airport - its approaches, its takeoffs, its facilities. But I have never heard of anyone EVER remarking on an airport's slogan, unless they're stuck in a line becasue of an understaffed immigration/customs/security desk and are forced to observe their surroundings.
Anyone who knows marketing knows that 99.9 percent of people simply ignore signage. It's a truly bizzare phenomenon (I see it everyday in my workplace). I can understand the process of filtering out guff like airport slogans, but even helpful signs like directions are ignored entirely.
So, Rongotai, assuming you're correct (there's my assumption) and retailers have been suckered into paying higher rents because of a very lame and very useless company slogan, then it appears they have well and truly been duped by both Infratil and their marketing firm.
And to think I supported the Infratil proposal for Whenuapai! SCarier still, they now own Auckland's buses
It would seem that Wellington is losing passengers rather than gaining them. Perhaps Infratil should focus efforts on something other than marketing, like, you know, facilities.
In the same vein, and before the Welly crowd jump down my throat, Auckland Airport owner AIAL needs to seriously get its act together regarding the domestic terminals. Apparently the NZ and QF domestics are to be joined with a shopping plaza, which solves none of the issues of dankness regarding the NZ terminal and only proves AIAL is more interested in overpriced shops than aviation services.