BNE targets China with Comprehensive New Strategy
12 June 2014
As part of a broader suite of business development plans, Brisbane Airport Corporation (BAC) has launched a comprehensive ‘China Strategy’ in a major push to increase air services into Asia.
With a focus on strengthening existing relationships with airlines and building new relationships with the broader business market and consumers, BAC’s Asian push signals a new era in the development of BNE as the growth gateway to Australia.
BAC CEO and Managing Director Julieanne Alroe said adopting the new China Strategy meant BAC would challenge the status quo in the aviation and tourism industry.
“Our approach means letting go of preconceived ideas about where Brisbane should sit in the mindset of the Chinese market,” Ms Alroe said.
“We want to build a compelling case for Chinese business, leisure and education visitors to choose Brisbane as their first port-of-call in Australia.”
Andrew Brodie, BAC’s General Manager of Airline and Retail Management, has led the development of the strategy and will take charge of its implementation.
Mr Brodie said the initial focus of the strategy would be to increase Brisbane Airport’s profile in the market as a competitive gateway to Australia.
“Then, building on the great work already done by Tourism Australia, Tourism and Events Queensland and Brisbane Marketing, we’ll also be looking to help build Brisbane’s destination brand with consumers,” he said.
“At the same time, we’re over-hauling our own facilities and services at the Airport, delivering a sophisticated, only-in-Brisbane redevelopment of core parts of the International Terminal and introducing special services for our Asian passengers.
“We will also be a strong advocate for government policy changes to better facilitate air capacity and Chinese outbound tourism to Australia, their experiences within Australia and processes in airports,” Mr Brodie said.
Actions from the strategy that have already been initiated include the appointment of a Chinese Liaison Officer and Chinese Cultural and Customer Service Training for staff at the International Terminal.
A simplified Chinese version of the BNE App has also been launched, with final touches being made to a Chinese version of the bne.com.au website.
Other planned initiatives include bilingual signage and messaging with a focus on interactive digital assets and applications, along with culturally appropriate food and beverage choices and special retail and tailored merchandise offers and discounts.
BAC senior executives will also regularly visit mainland China to attend key industry events and conferences to network and strengthen current and build potential business relationships, as well as hosting Chinese delegations in Brisbane.
The China Strategy will remain a key priority for BAC over the next five to 10 years.