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WLG Re-Branding, Waste Of $$$'s?  
User currently offlineJafa39 From , joined Dec 1969, posts, RR:
Posted (8 years 6 months 2 weeks 1 day 9 hours ago) and read 2788 times:

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".

I mean really, WLG could be painted pink and called "Colin" and people would still go there to catch flights.

Am I missing something vital here?

24 replies: All unread, jump to last
 
User currently offlineKiwiandrew From New Zealand, joined Jun 2005, 8544 posts, RR: 13
Reply 1, posted (8 years 6 months 2 weeks 1 day 8 hours ago) and read 2772 times:
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Hi Jafa

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 :

"Wild"

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 ;-)
User currently offlineJafa39 From , joined Dec 1969, posts, RR:
Reply 2, posted (8 years 6 months 2 weeks 1 day 8 hours ago) and read 2768 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!!!


User currently offlineKiwiandrew From New Zealand, joined Jun 2005, 8544 posts, RR: 13
Reply 3, posted (8 years 6 months 2 weeks 1 day 8 hours ago) and read 2759 times:
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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 ;-)
User currently offlineAntskip From Australia, joined Jan 2006, 927 posts, RR: 6
Reply 4, posted (8 years 6 months 2 weeks 1 day 7 hours ago) and read 2738 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...

User currently offlineGardermoen From Australia, joined Jul 1999, 1520 posts, RR: 1
Reply 5, posted (8 years 6 months 2 weeks 1 day 7 hours ago) and read 2726 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.


User currently offlineJafa39 From , joined Dec 1969, posts, RR:
Reply 6, posted (8 years 6 months 2 weeks 1 day 6 hours ago) and read 2702 times:

Quoting Gardermoen (Reply 5):
The fools who came up with this "Wild At Heart" rubbish needs to be shown the door out.

Very true, I supppose branding it "Wellington International Airport" would have been a bit radical and put people off flying  Smile


User currently offlineZKNEA From New Zealand, joined Dec 2005, 151 posts, RR: 1
Reply 7, posted (8 years 6 months 2 weeks 1 day 2 hours ago) and read 2671 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.... Big grin


User currently offlineJafa39 From , joined Dec 1969, posts, RR:
Reply 8, posted (8 years 6 months 2 weeks 18 hours ago) and read 2625 times:

Quoting ZKNEA (Reply 7):
Its really so the airport operations staff don't have to wear a suit and tie, but rather tee shirts and sleevless jackets.

Surely a directive to all staff explaining the new dress code would have been cheaper? And who wears suits and ties in NZ anyway?


User currently offlineAntskip From Australia, joined Jan 2006, 927 posts, RR: 6
Reply 9, posted (8 years 6 months 2 weeks 17 hours ago) and read 2597 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.

User currently offlineRongotai From New Zealand, joined Sep 2000, 477 posts, RR: 2
Reply 10, posted (8 years 6 months 2 weeks 17 hours ago) and read 2566 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.


User currently offlineWGW2707 From United States of America, joined Aug 2003, 1197 posts, RR: 35
Reply 11, posted (8 years 6 months 2 weeks 1 hour ago) and read 2481 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.

User currently offlineKiwiandrew From New Zealand, joined Jun 2005, 8544 posts, RR: 13
Reply 12, posted (8 years 6 months 2 weeks 1 hour ago) and read 2475 times:
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Quoting WGW2707 (Reply 11):
this rebrand of Wellington is absolutely nutty

"absolutely , positively nutty?" after all , we are talking WLG  Wink



Moderation in all things ... including moderation ;-)
User currently offlineMasseyBrown From United States of America, joined Dec 2002, 5376 posts, RR: 7
Reply 13, posted (8 years 6 months 2 weeks ago) and read 2459 times:

Quoting Gardermoen (Reply 5):
a more diplomatic, "serious" image should be presented.

Can't agree. They already have a "serious" reputation. That's the problem. People think of New Zealand as Australia without the sense of humor.

They could test the new image more or less cheaply it in a limited market and see if it worked.



I love long German words like 'Freundschaftsbezeigungen'.
User currently offlineJafa39 From , joined Dec 1969, posts, RR:
Reply 14, posted (8 years 6 months 1 week 6 days 16 hours ago) and read 2413 times:

Quoting MasseyBrown (Reply 13):
People think of New Zealand as Australia without the sense of humor.

Only people who haven't been to either country!!  Smile


User currently offline777ER From New Zealand, joined Dec 2003, 12082 posts, RR: 18
Reply 15, posted (8 years 6 months 1 week 6 days 13 hours ago) and read 2387 times:
AIRLINERS.NET CREW
FORUM MODERATOR

If you have looked at the pictures at WLG and on their web-site, it had heaps to do with the wind, that was one of the main reasons.

User currently offlineAerokiwi From New Zealand, joined Jul 2000, 2684 posts, RR: 4
Reply 16, posted (8 years 6 months 1 week 6 days 10 hours ago) and read 2370 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?


User currently offlineJafa39 From , joined Dec 1969, posts, RR:
Reply 17, posted (8 years 6 months 1 week 5 days 16 hours ago) and read 2273 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?


User currently offlineVV701 From United Kingdom, joined Aug 2005, 7403 posts, RR: 17
Reply 18, posted (8 years 6 months 1 week 5 days 14 hours ago) and read 2258 times:

Quoting Jafa39 (Reply 14):
People think of New Zealand as Australia without the sense of humor.

Only people who haven't been to either country!!

Which I am afraid is most people. But there always has to be a first time. And now there's the shopping! The wife will be pleased.


User currently offlineRongotai From New Zealand, joined Sep 2000, 477 posts, RR: 2
Reply 19, posted (8 years 6 months 1 week 5 days 9 hours ago) and read 2212 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.


User currently offlineMasseyBrown From United States of America, joined Dec 2002, 5376 posts, RR: 7
Reply 20, posted (8 years 6 months 1 week 5 days 9 hours ago) and read 2204 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.



I love long German words like 'Freundschaftsbezeigungen'.
User currently offlineAerokiwi From New Zealand, joined Jul 2000, 2684 posts, RR: 4
Reply 21, posted (8 years 6 months 1 week 5 days 5 hours ago) and read 2172 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  Smile

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  Sad


User currently offline777ER From New Zealand, joined Dec 2003, 12082 posts, RR: 18
Reply 22, posted (8 years 6 months 1 week 5 days 5 hours ago) and read 2161 times:
AIRLINERS.NET CREW
FORUM MODERATOR

Quoting Aerokiwi (Reply 21):
SCarier still, they now own Auckland's buses

Oh poor Aucklanders, just think off all the fun Infraitil will have with the busses, ferrys etc in auckland. Didn't the purchase also include the trains?


User currently offlineJafa39 From , joined Dec 1969, posts, RR:
Reply 23, posted (8 years 6 months 1 week 4 days 19 hours ago) and read 2126 times:

Quoting Aerokiwi (Reply 21):
they now own Auckland's buses

And the slogan? How about "Poms at heart"..?  Smile


User currently offlineAerokiwi From New Zealand, joined Jul 2000, 2684 posts, RR: 4
Reply 24, posted (8 years 6 months 1 week 3 days 17 hours ago) and read 2047 times:

Though this was just reported in the Herald this morning, it was intiially reported back in December...

http://www.stuff.co.nz/stuff/0,2106,3518344a13,00.html

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.


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