IMPACT

Melbourne Airport has been connecting Victoria to the world for 50 years, welcoming more than three quarters of a billion travellers over the decades. Melbourne Airport also pride themselves on connecting the local economy to the global marketplace as well as employing 14,000 employees across aviation, hospitality, freight and logistics, transport and retail.

OVERVIEW

As part of The ‘Melbourne Airport’s Experience’ program, THINK tracks Melbourne Airport’s reputation metrics across 3 key groups: Travellers (Leisure and Business), Stakeholders (retail, airlines, property tenants, ground transport, government and service providers), and Employees, to understand how Melbourne Airport is performing on key reputation and experience drivers.

Measuring those key reputation drivers, THINK works on Melbourne Airport’s Activation Strategy, comparing ratings against previous year’s results, and highlights areas for improvement that feed into corporate scorecards across the business along with NPS benchmarking, and individual KPIs.

This Brand Reputation tracker is a reoccurring project with Melbourne Airport that we will be tracking twice a year.

METHODOLOGY

Benchmarking; Brand Tracking; Brand Reputation; Reputation drivers; NPS; Quantitative Analysis

FOR THOSE THAT LIKE THE DETAILS

Visit Melbourne Airport’s website