AIRPORT--Princess Juliana International Airport (PJIA) won a renowned recognition award at the Routes Americas Conference in Santo Domingo, the Dominican Republic, on Monday evening. One of three airports nominated by the major airlines (for the Caribbean), PJIA won the Routes Americas Airport Marketing Award in recognition of its marketing efforts that have made a real impact on the future network development of airlines.
More than 300 aviation professionals were gathered, taking part in the 4th Routes Americas ? the only network planning event for all the Americas. The Routes Airport Marketing Awards have become synonymous with recognising and rewarding the highest standards of marketing activities undertaken by airports. They work on the core principle that those who are best suited to judge an airport's marketing activities are its primary users: airlines.
The heat had two categories this year: South, Central and the Caribbean; and North. In the first category, Queen Beatrix International Airport of Aruba and Tocumen International of Panama were shortlisted, while PJIA in St. Maarten was declared the winner. In the second category, Edmonton International Airport and Las Vegas McCarran International Airport were highly commended, but Dallas/Fort Worth International Airport was crowned winner, not only of that category, but also overall.
In collaboration with St. Maarten Tourist Bureau, PJIA submitted a 1,000-word presentation on what it had done to improve airlift and passenger experience for 2010 and 2011. The involvement of the Tourist Bureau was key, considering the close relationship with PJIA in focusing on airlift development and product diversification.
Minister of Tourism Franklin Meyers, Tourist Bureau Head Regina LaBega and PJIA Interim Director Larry Donker were all present for the award presentation. PJIA's Marketing and Communications section is Managed by Lucrecia Lynch-Matinburgh and her team.
"The best people to judge the effectiveness of any airport's marketing campaign are its primary customers, the airline network planning community," the organisers explain in their description of the awards. "Airlines consider the efficient and useful marketing activities of any airport on their network, within the region, irrespective of airport size."
PJIA's award was premised on its market research activities, marketing communications, the airport's business case presentations for new market opportunities and the airport's joint communication campaigns with third parties. Innovative use of technologies or techniques to support the airlines was also considered.
Voting took place December 17, 2010 and closed on January 24, 2011. Only airports registered for the Routes Americas event in Santo Domingo were considered by the judging panel.
Shortlisted airports were contacted from January 26 to submit a case study by e-mail to support their nominations. Nominations and supporting material were evaluated by a panel of industry experts and the highly commended and winning airports were chosen in each category. The winners of the Americas Region were announced at the Gala Dinner in Santo Domingo on Monday evening.
The award comes on the heels of PJIA being recognised in 2010 as the third-largest airport in the Caribbean, according to Latin American and Caribbean Air Transport Association ALTA. In terms of aircraft movement, PJIA only stands behind San Juan, Puerto Rico (Luis Munoz Marin International Airport) and Nassau, the Bahamas (Lynden Pindling International Airport).
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