Boston Logan International Airport

Social Media

• Customer Service/Brand Ambassadors

• Airline Partnerships

• Media and Brand Messaging

Customer Service and

Building Brand Ambassadors

From well before passengers get to the terminal to the time they reach their

destination, social networks provide a running commentary on the airport

experience.

What does this mean to airports? It’s an opportunity to listen, gauge public

reaction, inform and hopefully create brand ambassadors who can change public

perception about the airport by morphing from a faceless bureaucracy to an

airport with a human touch, albeit a virtual one…

Airline Partnerships

Brand management for an airport is complicated given that our own brand is affected by the customer

experiences of other companies, such as airlines, airport restaurants, shops and taxis.

We’ve tried to capitalize on this by offering our partners marketing opportunities to increase customer

awareness of new routes, destinations, sales, parking options, food and retail promotions.

In 2010 Logan launched an Airline Destinations Partnership Campaign, in which we use Social Media

and for longer promotions, a microsite, bostonloganconnects.com, to promote efforts with our airlines

including:

•American Airlines for an American in Paris video contest to win a trip to Paris

•JetBlue Twitter contest asking followers to share a Haiku for a chance to win an All-You-Can-Jet®

pass

•SATA Airlines for a Facebook/Twitter trivia giveaway to Portugal.

•Icelandair trip giveaway to Reykjavik

•Delta Airlines Facebook/Twitter trivia contest to win a trip to London.

Boston Logan Twitter Page - @bostonlogan

Posters placed in Terminal C

“All You Can Jet”

Boston Logan partnering with: Jet Blue

Boston Logan Microsite - bostonloganconnect.com

Posters placed at Terminal B, American

Online Advertisement

“American in Paris”

Boston Logan partnering with: American Airlines, Hotel Vigny

Boston Logan Facebook Wall – facebook.com/bostonlogan

Posters placed at Terminal A

Passengers with the “Royal Couple.”

“Lift Off To London”

Boston Logan partnering with: Delta Airlines, Intercontinental Hotel and Visit Britain

In the past year Boston Logan’s Twitter and Facebook following have both

increased by more than 250%. We expect that trend to continue as more

consumers get their information from mobile devices and tablets.

Social media is now integrated with our overall marketing and PR strategy and we

consistently get positive feedback on our efforts.

The Logan Airport social media promotional campaign offers airlines:

•The ability to leverage our knowledge of, and relationship with, local

audiences.

•A unique localized voice via Boston Logan’s social media from a trusted

source.

•Access to our e-mail database and more than 5,000 of our high-end travelers

who subscribe to our premium guaranteed parking program.

•The benefit of in-terminal and external radio promotional components with

extensive reach.

Media and Brand Management

Social media allows for both one-on-one conversations and one-to-many

interaction on all types of issues . In the past, we had to rely primarily upon local

media to communicate our messages which meant things could get lost in

translation if even communicated at all. Using social media has completely

changed the way we communicate, allowing us to talk directly with customers,

keep information flowing and receive immediate feedback while frequently

reinforcing our brand messaging.

What’s Next?

We will continue to use Social Media to build relationships with partners and customers and change minds one post at a time. It is a new voice for

the airport, and not the same voice as a news release. It is more irreverent, younger and more fun. And always honest.

Question the Authority is our relatively new real time online chat with different officials from Massport, the government agency that owns and

operates Boston Logan.

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