Cream of the crop

Written by Peta Tomlinson Thursday, 22 October 2009 11:29

Frances Cream is ACI Asia-Pacific’s Young Executive of the Year – Peta Tomlinson recently caught up with her.

Marketing managers are supposed to pitch their product, although it’s not only duty that calls Frances Cream, newly crowned ACI Asia-Pacific’s Young Executive of the Year, to wax lyrical about the joys of Australia’s Gold Coast.

“What’s not to like?” asks the 31-year-old marketing manager at Gold Coast Airport in Queensland.

“I live opposite the beach, and the airport overlooks the beach.

I can walk along the sand every morning, and swim in the ocean most months of the year.

I can’t imagine a more beautiful place to live and work,” she says.

Cream, an ex-Sydneysider, espouses the Gold Coast Airport’s mantra that “you feel like you’re on holiday the minute you arrive”.

She has held her current position for two years, after Cream and husband Glenn decided on a sea-change.

“I was living in the heart of Sydney, while Glenn, from Tasmania (an island, and Australia’s southern most state) is not really the city type.

When we got married we wanted a different lifestyle, and the Gold Coast seemed perfect.”

Cream had always been drawn to travel and tourism.

Originally a travel agent, she went back to study a masters degree in marketing, starting her new career at Tourism Australia.

Her arrival on the Gold Coast two years ago coincided with its airport needing a new marketing manager, a role Cream considers to be her dream job.

of it all, and the way it brings people together from all over the world.

“We have an internal word for people who are into aviation – aerosexuals – and that’s me, so this job is a perfect fit.”

When she first arrived, Cream explains, the Gold Coast Airport was already a powerful brand.

It’s the aviation home of Australia’s favourite seaside playground, world renowned for its glorious subtropical climate, seemingly endless kilometres of golden surf beaches, spectacular hinterland, award-winning restaurants, great shopping and thrilling theme park attractions.

With a A$100 million terminal redevelopment then about to begin (and now in its final stages, due for completion in March 2010), Cream’s goal was to ramp up the marketing to cement Gold Coast Airport as a first-choice destination for southeast Queensland.

“My aim was to get more locals to use it, and having Brisbane people look at the Gold Coast as their airport as well – even for (some) international departures,” says Cream.

How? “Well Gold Coast is a more affordable option for outbound passengers, with lower car-parking costs and lower fees,” she explains.

“And with our nearly completed terminal extension bringing a wide choice of retail and F&B offerings, it’s no longer a small-town airport.”

For arriving passengers, Cream adds, the airport, with its stylish interior design and views over the surrounding hinterland, will be “part of their Gold Coast experience”.

Being from the new school of marketing, Cream has drawn on technology to help spread the word: in addition to traditional media, she leverages the cost effective, broad-reaching online environment, including Facebook, news feeds, email alerts, even Twitter.

“To my knowledge, we are the first airport in Australia to have a Twitter site,” she says.

As a result, the Gold Coast Airport’s website hits are up 50%–70% from last year.

Cream’s marketing strategy has also focused on working with airline partners to develop new routes and restore flight frequency that was cut during the economic slowdown.

Marketing co-operatives were formed so the airport could join hands with airlines and the tourism industry to do larger campaigns, and the results again are proven.

Last financial year the Gold Coast Airport recorded over 4.6 million passengers, up 11.6% on the previous year, including a 97% jump in international numbers.

And the numbers so far this year look promising, too.

Working with the airline’s research department and passenger focus groups to propose new routes has also paid off, notably with Virgin Blue’s new Gold Coast–Townsville service, and the introduction of new carrier Airnorth with a Gold Coast–Mount Isa–Darwin route.

“I don’t think Virgin Blue would have thought to go to Townsville if not for that,” Cream says.

Low-cost carriers (LCCs) were targeted to give the airport a competitive edge.

When the new terminal is finished, it will be the largest purpose-built facility for LCCs in Australia, streamlining efficiency for carriers and their passengers by having a common check-in for all airlines, self-service kiosks, a single baggage collection and screening point and one main departures and arrivals area.

Cream saw her entry in the ACI Asia-Pacific Young Executive of the Year award as a way of contributing her ideas on how the airport industry can rise above the challenges of the financial crisis.

Despite the intensity of the current economic climate, she stresses the need not to lose sight of long-term sustainability.

To this end, Cream feels airports must be more strategic and innovative, becoming “more accountable for the fate of the airport user, whether it is the airline, or airline customer or concessionary owner”.

Her solution, as evidenced in initiatives at the Gold Coast Airport, involves all stakeholders in aviation business pulling together in an integrated approach.

“It is during these tough times that airports have opportunities to grow and develop partnerships and work collaboratively yet competitively to ensure sustainability and growth in the ever changing aviation industry,” Cream says.

“By knowing their position in the market, who their key customers are and understanding their needs, airports can continue to manage infrastructure costs with revenue while facilitating growth for airlines.”

Cream will be presented with her award on November 3 in Kuala Lumpur at the 19th ACI World & Asia-Pacific Conference and Exhibition.

Her $1,000 prize money won’t be spent on flying lessons, or even more trips abroad – indeed, after Kuala Lumpur, Cream will be grounded for a while as she prepares for her next challenge: the birth of her first child, due early next year.

But no doubt, during her happy time ahead while on maternity leave, at least part of this young executive’s head will be in the clouds, still dreaming of ever new heights and clever new marketing ideas for her beloved aviation business.

Asia-Pacific Airports 2009 Issue 4

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