Awareness of the quality and variety of dining and shopping options at DEN was low with passengers. Materials and signage promoting the concessions program were sparse and no formal marketing had been done to date.
Street Source recommended an onsite, ongoing marketing initiative to increase awareness of the quality, variety and location of the shops and restaurants at DEN. This included touchscreen digital directories throughout the airport that use state-of-the-art technology to help them locate their choices, a signage program, collateral, and a partnership with the airport’s customer service team to provide shopping and dining information and directions to passengers.
Since the launch of the sustaining marketing program, concessions sales have increased 9.5%.