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Insight

The airport didn’t have an accurate way of measuring pain points with travelers and couldn’t determine what exactly needed to change to improve their perception. The airport wasn’t communicating its broader vision or telling its story in a meaningful or compelling way. Travelers had a transactional relationship with the airport that quickly soured the moment things didn’t go according to plan.  

Expertise

Reputation Management

Approach

We immediately started measuring reputation through the activation of ChangeMakers’ Reputation Score®, allowing for real-time tracking of progress and success. This allowed us to understand and address the specific pain points travelers had with the airport. This was paired with a revamp of the airport’s digital brand strategy, telling their story in a more compelling and engaging way. Lastly, heightened attention was given towards executive profiling for the airport’s leadership team, specifically their CEO.  

Results

40% increase in the airport’s Reputation Score and a 70% increase in the CEO’s Reputation Score in just three months. Six months into the engagement the Airport recorded the highest Reputation Score® among industry peers being measured. Engagement rates on owned content were up more than 50% across the board. More than a year later, the Reputation Score® remains a cornerstone KPI for the Airport and its CEO.