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There are five primary marketing challenges that face most airport retail programs. They are:
- Establishing awareness of the program
- Shifting pricing pre-conceptions to the new model
- Modifying and adapting passenger habits
- Dealing effectively with space constraints
- Understanding and shaping customer opinions
BAA’s marketing and promotion strategies reflect continually evolving solutions to these challenges, using multiple vehicles that aggressively position your airport and its amenities in a dramatically different, passenger-centric light.
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