“Through the customer research and segmentation, THINK Global Research gave us the insights to be able to respond to our customers needs through creating a new customer-led retail strategy and execution plan. Our go-to-market communications plan and stakeholder feedback enabled us to better understand the needs of our broader stakeholder groups, which informed our customer-led communication strategy.

It's an honour to be working with a fantastic and dynamic team of people who are exciting and delighting customers today and into the future.”

Tracey GrovesFORMER CHIEF COMMERCIAL OFFICER OF CAIRNS AIRPORT – RETAIL, TRANSPORT AND PROPERTY
IMPACT

Cairns Airport is one of Australia’s leading regional airports, providing air links to a range of domestic and international locations. Over 5 million passengers pass through Cairns Airport each year and it is the gateway to the World Heritage Great Barrier Reef and Tropical Rainforests of North Queensland.

OVERVIEW

Cairns Airport was looking to better understand their customers and stakeholders in order to inform decision making and strategies across communication plans, terminal re-design, traveller experience and to understand performance against key brand pillars.

THINK Global Research collaborated on this landmark segmentation and strategy project for Cairns Airport by speaking to and segmenting over 3,000 international and domestic travellers. THINK mapped their journey and airport experience across food & beverage, retail and ground transport.

In addition to speaking with travellers, THINK met with key B2B stakeholders, including major airlines and businesses; the broader Cairns community and local government; and Cairns Airport employees.

From this segmentation piece and stakeholder conversations, THINK were able to identify key opportunities and segments for each business unit and provided recommendations across retail, ground transport, F&B and digital. This ultimately led to a go-to-market strategy for Cairns Airport.

The go-to-market strategy included a customer-led 12-month digital plan; a stakeholder strategy and style guide; a brand strategy; and in-depth customer personas to inform the new terminal re-design.

METHODOLOGY

Traveller Segmentation; Digital Marketing Strategy; Stakeholder Feedback; Brand Strategy; Tactical Communications Strategy and Style Guide; Spend Analysis, Develop Persona Profiling; Retail Configuration; In-depth Stakeholder Interviews; Brand Reputation; Brand Health Assessment and Strategic Refinement.

FOR THOSE THAT LIKE THE DETAILS

Visit the Cairns Airport website