Standard Bank gives benefits to weary travellers at ORT
Travel Business
Moving Forward … giving benefits for weary travellers at O.R. Tambo Airport. Standard Bank marketers have innovated with a new departure in customer-centric brand experiences by creating a pop-up lounge at Johannesburg’s O.R. Tambo International Airport.
The branded installation occupies a high profile position in the domestic departures terminal and it is designed to introduce all consumers to the privileges enjoyed by those who qualify for the Prestige Banking package.
The pop-up lounge opened in May with more than 100 travellers using the facility per day in its first month and the good news is that it won’t be departing from its prime position at the airport until May 2014.
The pop-up lounge offers free wifi and a selection of iPads for free usage, free battery top-up points for cellphones and laptops, plus one free cup of Vida-e-Caffe coffee, a free shoe-shine and a free newspaper. Amenities include quiet areas, bubble seating and cubicles in which travellers can take a break.
Perimeter, cubicle and dividing walls create a backdrop for listing the advantages of Prestige Banking such as a free concierge service, discounted valet parking at airports, loans at preferential rates, a dedicated team of prestige bankers, and access to Standard Bank’s value added services such as free Take Me Home, Roadside Assist, Home Assist and Credit Assist services.
Jacqui Carnelley, head of marketing for personal and business banking at Standard Bank, says the installation is an introduction to the Prestige Banking experience in an environment where interaction of the brand and the target audience is natural and mutually beneficial.
“These customers are frequent flyers on domestic routes and we know they appreciate attentive service and personal attention. Our lounge not only offers a window into the privileged world of Prestige Banking for all travellers to enjoy, it is a physical demonstration that we understand consumer aspirations.”
The iPad installation allows visitors to register personal information – the sole requirement for access to free facilities. An estimated 100 travellers a day continue to use the facility since it was introduced. Monitoring of the ratio of leads to Prestige conversions will provide a qualitative measure of effectiveness in due course.
Consumer reaction via social media provides another gauge.
Says Ms Carnelley: “Social media comments are extremely favourable. Our customers and the public at large appreciate this form of brand engagement.”
[caption id="attachment_3762" align="aligncenter" width="610"]
Standard Bank[/caption]
Standard Bank increasingly complements classical advertising via traditional media with non-traditional marketing executions based on shared experience or interaction.
“We’re moving forward with our strategy of providing positive experiences,” adds Ms Carnelley. “The lounge concept finds a perfect fit with the underlying promise of Prestige Banking because banking, especially at this level, is all about fostering relationships.
“During the experience, we’re not selling we’re telling, and doing it in a way that delivers a tangible benefit to the consumer.
“Experience to date has been very positive.”
The lounge is open to all domestic air travellers departing from Johannesburg’s O.R. Tambo International airport.
The pop-up lounge opened in May with more than 100 travellers using the facility per day in its first month and the good news is that it won’t be departing from its prime position at the airport until May 2014.
The pop-up lounge offers free wifi and a selection of iPads for free usage, free battery top-up points for cellphones and laptops, plus one free cup of Vida-e-Caffe coffee, a free shoe-shine and a free newspaper. Amenities include quiet areas, bubble seating and cubicles in which travellers can take a break.
Perimeter, cubicle and dividing walls create a backdrop for listing the advantages of Prestige Banking such as a free concierge service, discounted valet parking at airports, loans at preferential rates, a dedicated team of prestige bankers, and access to Standard Bank’s value added services such as free Take Me Home, Roadside Assist, Home Assist and Credit Assist services.
Jacqui Carnelley, head of marketing for personal and business banking at Standard Bank, says the installation is an introduction to the Prestige Banking experience in an environment where interaction of the brand and the target audience is natural and mutually beneficial.
“These customers are frequent flyers on domestic routes and we know they appreciate attentive service and personal attention. Our lounge not only offers a window into the privileged world of Prestige Banking for all travellers to enjoy, it is a physical demonstration that we understand consumer aspirations.”
The iPad installation allows visitors to register personal information – the sole requirement for access to free facilities. An estimated 100 travellers a day continue to use the facility since it was introduced. Monitoring of the ratio of leads to Prestige conversions will provide a qualitative measure of effectiveness in due course.
Consumer reaction via social media provides another gauge.
Says Ms Carnelley: “Social media comments are extremely favourable. Our customers and the public at large appreciate this form of brand engagement.”
[caption id="attachment_3762" align="aligncenter" width="610"]
Standard Bank[/caption]Standard Bank increasingly complements classical advertising via traditional media with non-traditional marketing executions based on shared experience or interaction.
“We’re moving forward with our strategy of providing positive experiences,” adds Ms Carnelley. “The lounge concept finds a perfect fit with the underlying promise of Prestige Banking because banking, especially at this level, is all about fostering relationships.
“During the experience, we’re not selling we’re telling, and doing it in a way that delivers a tangible benefit to the consumer.
“Experience to date has been very positive.”
The lounge is open to all domestic air travellers departing from Johannesburg’s O.R. Tambo International airport.
Latest Articles
