The Manchester Airport Group (MAG) is bringing the magic back to its airports with a digital travel channel hosted in partnership with Wand Technology. The channel, rich with inspiring films, guides and offers for over 170 destinations is accessed by passengers on their mobile devices using a dedicated local Wi-Fi network in the airports. This makes it completely free of airtime or roaming charges.
Recent trials of the channel at just 4 gates resulted in over 21,000 viewers with each one browsing an average of 10 pages. Dwell times of over 23 minutes have also greatly exceeded expectations and as a result the channel will be rolled out to all the gates as part an innovative programme of airport services designed to optimise the passenger experience.
Gareth Peterson, MAG Group Ecommerce and Digital Partnerships Manager explained “As a premier airport services group, one of MAG’s (Manchester Airports Group) key objectives is to deliver a best in class passenger experience at all of our airports (Manchester Airport, London Stansted Airport, East Midlands Airport and Bournemouth Airport.) Among other things, we are investing in digital channels to further improve our passengers’ experience and are constantly looking to trial innovative activities where we see an opportunity to improve what we do. One such initiative is our partnership with Wand Technology to provide passengers with the ability to access free destination content and offers at our Manchester Airport departure gates through a dedicated Wi-Fi channel (operated by Wand). During passenger trials the channel performed above expectations receiving strong levels of engagement and positive feedback. With over 23 million passengers travelling through Manchester Airport our gates represent a real opportunity to reach a considerable number of passengers with relevant offers and promotions and we’re looking forward to working with Wand Technology to deliver more engaging travel content for our passengers this year.”
Ian Kay, Wand Director of UK Operations remarked “Our channel is designed to entertain and inspire travellers before they fly and ensure that their adventures really do start at the airport. We are delighted to be collaborating with MAG. Their reputation as an award winning International airport and as a business that is committed to exploring new and innovative ways to enhance the customer experience makes them the ideal partner. Together we are launching a world media first and we look forward to delivering it to the passengers in all of their airports.”
The Wand is completely free for passengers to access and for airports to host and is wholly monetised through commercial sponsorship of the print, screen and mobile inventory that comprises the Wand media package. Manchester based specialist More Media Sales has been appointed as the exclusive sales affiliate to market the proposition.