Brand awareness and image survey:
Groningen Airport Eelde

It is extremely important for GAE to be seen as a versatile airport with a wide range of destinations. This is necessary in order to be considered as an airport at all and to achieve further growth for GAE. An annual survey provides insight into the brand awareness of GAE and its destinations, substantive awareness, and visitation intent among potential travelers within GAE's primary and secondary market areas. These insights can be used to determine whether the continuous visibility of GAE through various media channels has had the desired effect.

 
Method

In order to map the effects as accurately as possible and to continue monitoring and optimizing them throughout the entire term, the annual survey provides insight into, among other things, 1) awareness of the airport and its destinations, 2) substantive awareness, 3) visit intention, and 4) visibility of the campaign messages. Annual measurements allow trends and developments to be identified.

“At Groningen Airport Eelde, we have been working with Markteffect for several years now. The reason we keep coming Markteffect to Markteffect is that they work with us in an exceptionally good and professional manner, for example in designing surveys. Markteffect what works and what doesn't, including in our sector. In addition, communication is personal and smooth, and the advice provided by this young market research agency closely matches our expectations."
Eline van der Meulen, Marketing & Communication GAE

What did the research reveal?

The study has demonstrated that GAE is currently on the right track and is increasingly living up to its communication message as a versatile airport in the perception of potential travelers. Furthermore, the research emphasizes that further improvement is possible and necessary in terms of awareness of the indirect destination offering as well as intercontinental flight destinations. This will therefore become a greater focus in future communications from GAE.