http://aspirecq.com/?p=274

“We’re beginning our descent into Rockhampton, for those passengers flying on to Mackay please stay onboard, we will be refuelling and ask that you do not turn on any electronic devises while this is occurring”. A message similar to this I imagine happens several times every day. What do the passengers staying on board the plane think of while sitting there on the tarmac? Those on the terminal side can see the large letters spelling out ROCKHAMPTON, on the other side bitumen, grass and some trees; nothing to get excited about. What if instead of ‘ROCKHAMPTON’ on front of the terminal there were rotating images of the Rockhampton region and famous people who used to call Rocky home or even just the word ‘WELCOME’, would that passengers a little bit more excited. Around 60000 people a month go through the Rockhampton terminal, how many more sitting in the milk run planes aren’t included in these figures. Can we do more than just show how to spell Rockhampton? It’s one of our front doors, but the airport gives little to provide a quick insight of what the region offers. Even inside the terminal, other than the addresses on some of the advertising you could be in any regional terminal as you proceed to the baggage carousel. Next time you arrive by plane at Rockhampton airport look up at the bare brick wall as you walk through the glass doors, imagine a big picture of Rod Laver, flanked with photo’s of Duncan Armstrong, Anna Meares, Jamie Dwyer, Rod Ready, Leanne Benjamin (these names could be substituted for many others) above the banner ‘Rockhampton Raised Champions’. What a simple but powerful impact this would have on visitors. Add a video wall behind the baggage carousel with footage and commentary of the region; preconceived ideas of Rockhampton may change before leaving the airport. The one night stay might become longer or the return trip sooner. If 10% population growth within 2 years for the Rockhampton Region is to be strived for, a plan on how this is to be achieved needs to be thrashed out. Effective branding of the airport should be part of the plan.

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