H&k\'s Carla DeLuca presents at the PRIA National Conference.

1. How to Sell a US Airport in Oceania
(I Wanna Go Through SFO!)
- PRIA National Conference -
October 2010

2. 2
The planes go up...

3. Aviation ‘wars’ on Australian
runways...

4. Airport Activity
Business
Revenue
Payroll Retained
Earnings,
Dividends,
Investments
Local
Purchases
Indirect Jobs
Direct Jobs Re-spending Induced
Jobs
Taxes
Economic Impact

5. Who are your audiences? Really?
- Business/leisure travellers willing to pay
first- or business-class fares
- Corporate traveler planners/travel agents
- Airline key corporate accounts
- Media in Oceania/US that follow the
business, travel and aviation sectors

6. Objectives
-
Motivate travellers in Australia and New Zealand to
choose SFO when traveling to our through the US
- Raise awareness of the SFO brand and experience,
particularly in the Sydney, Auckland and Brisbane
markets
- Encourage current airline partners to expand SFO –
Oceania service
- Support SFO’s ongoing efforts to court new airlines/
routes

7. Strategies
- Make SFO the airport of choice for first- and
business-class travelers
- Tout SFO’s amenities/services to connecting
travelers
- Link the SFO experience to the iconic status, global
visibility of the Bay Area business community
- Align SFO with brand partners willing to embrace
campaign messaging

8. What’s so different about the
space PR is in?

9. ‘PR’ in a Different Space
Ask – How could the campaign support partners’ business
objectives?
Collaborate – Airlines, airports, tourism boards, local government
Negotiate – Contra, reduced costs, added value
Leverage – Assets, relationships, volunteers
Engage – On site, on line, in market, at home
Support – Media outreach, social media infrastructure, trade
relations
Timing – Visit USA, San Francisco Place dedication

10. Contra Advertising
- February 2010 – 2.69 million
impressions at SYD
- March 2010 - 5.88 million
impressions at SYD, BNE and
AKL

11. Strategic Partnerships – QantasPartnerships – Qantas
- Route positioned via SFO’s unique offerings to Qantas
passengers arriving from SYD
- SFO presentation hosted by Qantas at its Centre for
Service Excellence
- Airline sales team personally secured 80 attendees
- Incentive program worth $10,000+ in prize money gave
travel agents more reasons to ‘wanna go through SFO’
- SFO profile in Qantas “Your Business” newsletter
reached national sales team, hundreds of SME clients

12. Strategic Partnerships – QantasImpact
- Schedule restructuring to accommodate businesses’
needs voiced at reception
- Fare sale spurred 34.6% increase in direct flight
ticket sales in March 2010 (SYD-SFO) over March
2009
- Competitors matched fare sale prices
- Event attendees sampling SFO product

13. Strategic Partnerships – Qantas3 June 2010
I had the pleasure of meeting you at the Qantas Centre for Excellence
function when you were in Sydney.
On the basis of your presentation, I have chosen to fly to the Virtuoso
Conference in Las Vegas through SFO and look forward to testing its
efficiency and the benefits for my clients in the future.
I will be passing through on 14 Aug. ex QF 93 and look forward to
reporting on my experience.
Regards,
Ian P.
Director
(Travel Agency), Sydney

14. Partnerships – Air New Zealand
- Airline product positioned via its connecting airports
BNE, MEL to AKL to SFO
- ANZ-hosted corporate travel planner familiarisation
trip to SFO
- Planners invited responsible for 75%+ of Oceanic
outbound business travel
- Attendants experienced what travellers arriving at
SFO would experience

15. Impact – Air New Zealand
- Unprecedented industry buzz in New Zealand travel
market
- Senior level attendance by QBT, American Express,
Carlson-Wagonlit
- Collaboration with CVB, San Francisco hotels,
attractions
- Next SFO famil scheduled for December 2010

16. Sydney’s “San Francisco Place” dedicated February 2010 -
week “I Wanna Go Through SFO” launched in Australia

17. Impact from the Freeway to the
Expressway
(& the Beltway)

20. 50+ print, blog , radio and
TV outlets carried the
campaign story for six
weeks+ after launch
2 million+ impressions in
Australia and the US via AP
wire stories in both
countries + USA Today
20,000 views in 24 hrs -
Thank you, Harriet Baskas
Chicken vs. Egg vs. Omelette
• National outlets USA Today
and the Australian
Associated Press reported
on the campaign and video,
generating over two million
impressions.
• Dozens of print, broadcast
and blog coverage followed,
creating undeniable buzz
for SFO as a desired
gateway to the US.
31, 260
views
http://www.youtube.com/user/TheSFOAirport#p/a/u/2/vbCnR8QSzLc

21. Campaign-related Activity
- 25 tweets from @SFOgal to
combined following of
35,000+
- Six tweets from @hbaskas
(USA Today) who has 1,997
followers

22. 200 fans
acquired via
targeted ads -
cost per fan
$1.20
540 fans from
Australia, New
Zealand & US
45% of fans are
male; 53%
female
Cities with the most fans:
Auckland, Sydney, San
Francisco - in that order
50% of fans
are between
25-44
Chicken vs. Egg vs. Omelette

23. SFO’s LinkedIn Group
promotes industry
discussions about
corporate travel
Group invitation delivered
to all who attended the
Qantas/SFO reception

24. “San Francisco used to be a pain
going from domestic to
international, waiting for the bus to
take you across, but now that
everything’s connected it’s a
pleasure.” – View from the Wing,
11 March 2010
”The campaign includes this sort of cute video, which
includes cameos by Mayor Gavin Newsom and the iconic
SF Twins and lines like “…there’s the bad airport and
then there’s San Francisco International Airport.” – Stuck
at the Airport, 1 March 2010
"San Francisco Airport is
about to mount a major
campaign in Australia to
urge people to use it as an
American gateway.”
– mX Sydney, 16 February
2010
“In 2008 it was the third
fastest growing airport in
the world. And while last
year was tough for all
airports, it still grew.”
– AAP, 15 February 2010
“But if SFO can move the
needle a little bit, this can
be considered a victory.”
– BNET, 15 March 2010
“It's a reminder that
airports have to
compete to retain their
international gateway
status.”
– AP, 29 March 2010

25. "We just have to realise
that airports are not a
monopoly market
anymore and we're
competing for
international gateway
status.” – LA Times, 27
March 2010
“It's a very competitive landscape
today for airports. SFO's campaign
is a humorous spin on airport travel
and a legitimate way for them to
spin the merits of their terminal.” –
USA Today, 30 March 2010
“Mayor Gavin
Newsom is
apparently there, too,
to welcome you and
open your cab door.”
– sfgate.com, 30 March
2010

26. cd
‘No more. It’s been terrific, but (the Airport
Director) wants it to end.
Thanks.’