All work
Celebrating route
development
Improving bottom line results using creative excellence and strategic content
Celebrating route
The quick take
Copenhagen Airport faced strong competition from better-known mid-sized hubs in Northern Europe. The strategic challenge was to raise awareness of the airport’s overlooked advantages – from its unique two-country catchment area to its proximity to thriving business communities and its reputation for efficiency.
About Copenhagen Airport
Copenhagen Airport, Kastrup is an international airport serving the Danish capital Copenhagen and the wider Øresund Region including Zealand and Malmö and Scania in southern Sweden. It is the largest airport in the Nordic countries.
Scope
- Value positioning
- Awareness and demand creation
- Creative campaign concepts and content development
- Visual identity and corporate brand guidelines
- Internal information campaign
- Lead generation and nurturing
- Exhibition stands, print ads and online tools
Copenhagen Airport’s B2B content marketing initiative, Copenhagen Connections, was designed to engage route planners and nurture long-term relationships. With a bi-monthly newsletter, landing page and LinkedIn posts, the initiative is seeing great results and is growing the online audience month by month.
Copenhagen Airport now has a highly distinctive communications platform, which has been implemented across all marketing activities. At World Route 2019 in Adelaide, CBC’s support enabled Copenhagen Airport to win ‘best stand’ against many strong competitors.
Challenge
Copenhagen Airport faced strong competition from better-known mid-sized hubs across Northern Europe. The challenge was to raise awareness of the airport’s often-overlooked strengths – including its unique two-country catchment area, proximity to thriving business communities and consistent operational excellence. At the same time, Airport Sales needed stronger tools and content to engage route planners, airlines and commercial partners, and build long-term relationships with key decision-makers.
Solution
CBC helped define a clear value proposition and created a B2B communication platform to support Copenhagen Airport’s sales teams. Through targeted campaigns, content marketing and the “Copenhagen Connections” initiative, the airport began engaging route planners and partners more consistently. This was supported by a new B2B web presence, digital sales tools and campaign assets that helped Airport Sales present the airport’s strengths in a more compelling and engaging way.
Challenge
Solution
Copenhagen Airport faced strong competition from better-known mid-sized hubs across Northern Europe. The challenge was to raise awareness of the airport’s often-overlooked strengths – including its unique two-country catchment area, proximity to thriving business communities and consistent operational excellence. At the same time, Airport Sales needed stronger tools and content to engage route planners, airlines and commercial partners, and build long-term relationships with key decision-makers.
CBC helped define a clear value proposition and created a B2B communication platform to support Copenhagen Airport’s sales teams. Through targeted campaigns, content marketing and the “Copenhagen Connections” initiative, the airport began engaging route planners and partners more consistently. This was supported by a new B2B web presence, digital sales tools and campaign assets that helped Airport Sales present the airport’s strengths in a more compelling and engaging way.
CBC developed a video that was extremely well received at the event and contributed to Copenhagen Airport winning the ‘best stand’ award.
Alongside a new B2B website section, CBC developed a state-of-the-art online sales tool for Airport Sales to help facilitate sales meetings in a more engaging way, and to support the airport’s ambitions for digital development and integration.
