Sponsoring i współpraca marek w różnych koncepcjach na lotnisku İGA w Stambule

Adopt a multi-concept sponsorship approach that defines the scope across passenger terminals, lounges, digital displays, and the cargo precinct. Align transfer of brand assets with official announcements from the directorate and back it with a survey of partner expectations to ensure resonance with istanbul culture. From different partner segments, build a cohesive program that positions sponsorship as a value driver for traveler experience and business outcomes, while clarifying roles for their teams.

Track capacity and operations with quarterly dashboards showing the audience reached by activations across their different concepts. Monitor in-venue dwell times, activations in cargo zones, and partnerships that earn awards for quality and consistency. Use cargo and passenger spaces to showcase brand stories side by side, ensuring a balanced portfolio that reflects istanbul’s role as a global hub and supports cross-segment learning while keeping teams aligned.

Implement a phased rollout: pilot in two zones, then scale to four zones within six months. Establish transfer of learnings between sponsorships in cargo and passenger streams, and publish announcements that highlight milestones from the directorate. While collaboration grows, ensure partner alignment with istanbul culture and capacity targets, and keep operations teams informed about their roles.

Design a governance framework that covers the scope for each concept, with clear ownership by the directorate and dedicated contact points for sponsors. Create case studies that show measurable outcomes, including brand lift and awards recognition for campaigns aligned with the airport’s values. Ensure announcements are timely, and provide a monthly survey and a public dashboard that tracks sponsorship investments, their ROI, and the reach of cargo activations alongside passenger-focused experiences. The istanbul reference guides all partnerships.

Sponsorship Structures and Activation for Retail Concepts at İGA Istanbul Airport

Recommendation: Implement a three-level sponsorship program at İGA Istanbul Airport with Platinum, Gold, and Silver tiers that cover both airside and landside retail concepts. The scope should allow global brands to participate in airside experiences while having Turkish brands engage passengers through landside and transfer-focused zones. Include a cleanest transfer of assets and rights, with clear part ownership for sponsors and a validation process. Launch in september with a fixed activation calendar tied to flight schedules and announcements, reserving best-in-class locations for global brands and ensuring a diverse concepts mix that reflects istanbul culture.

Activation blends on-site experiences with digital touchpoints across different concepts, including fashion, tech, and dining. On airside, place interactive kiosks, product demos, and pre-boarding lounges to engage passengers while ensuring a clean, efficient flow. On istanbul airports landside, run pop-ups and co-branded announcements that guide travelers from check-in to gates. Build culture-forward storytelling that highlights istanbul’s heritage and contemporary design. Track satisfaction through a monthly survey and a flight-focused feedback loop, and recognize top performers with awards held at the end of every quarter.

Define governance with a sponsorship council and activation team. KPIs: awareness lift, footfall, dwell time, and concept-level engagement. Set targets such as a 15% uplift in recall after 90 days and 10% higher dwell time for airside concepts. Use survey data from passengers to calibrate scope and transfer strategies. Hold awards for best activation and share learnings to improve future partnerships, including cross-terminal services and asset transfer guidelines. Note to ensure transfer is considered in every decision.

Next steps: sign master sponsorship agreement, finalize briefs for each concept, and run a three-month pilot across two terminals beginning in september. Use a held set of metrics to decide scale, while having a transfer-ready plan for assets and messages to adapt for different services. After the pilot, publish a public-facing debrief with key results and a list of partnerships for istanbul airports network.

Brand Collaborations in Passenger Experience Areas: Lounges, Gates, and Waiting Zones

Launch a structured sponsorship program within lounges, gates, and waiting zones to elevate the passenger journey while aligning with istanbul airport operations. Define three zones: premium lounges, gate corridors, and waiting areas near security and baggage halls. Each zone links to a distinct scope: hospitality partners in lounges, media and tech in gates, and comfort brands in waiting zones. kadri, the directorate head, should approve the framework and set clear KPIs such as passenger satisfaction, dwell time, their visibility, and audience reached.

Choose partners whose products reflect istanbul’s best culture and services, balancing local brands with global players. Align sponsorship with live operations: branding via announcements, digital displays, and tactile experiences that complement flight schedules rather than block them. Create a catalog of opportunities as part of the sponsorship program, with tiers, from standard signage to premium experiences in lounges, including cargo touchpoints for B2B partners.

Measure impact with a simple, recurring survey program and performance dashboards. Within each zone, track reach and capacity usage, dwell time, and the nature of interactions. The september review should report on audience reached, survey results, and progress toward awards under the directorate.

Operational cadence requires close coordination with operations to avoid conflicts with boarding calls and announcements, schedule brand activations during slower periods, and maintain cleanest spaces by selecting partners who commit to high hygiene standards.

Global examples from different airports show how sponsorships held within lounges, gates, and waiting zones can lift the overall experience. For istanbul, the goal is to embed best-in-class brand collaborations into everyday services, drive passengers’ satisfaction during flight and on layovers, and earn recognition through awards managed by the directorate.

Tech Partnerships and Digital Activations: Signage, Apps, and Beacons

Establish a sponsorship-led tech program to deploy signage, a passenger app, and beacon infrastructure across airside and key terminals by September, with oversight from the directorate and samsunlu at istanbul airport to secure a clear goal, defined scope, and consistent branding across istanbul concepts.

Signage will combine dynamic digital panels with clear wayfinding cues to guide passengers to gates, lounges, and cargo zones, delivering timely announcements and flight updates while supporting accessibility for different groups. The scope covers entry concourse, airside corridors, and cargo interfaces, ensuring the cleanest display standards and a seamless reading experience within istanbul’s busy environment.

Beacons linked to the app will trigger proximity notifications as passengers approach their gates or transfer points, enhancing their satisfaction by offering instructions in their preferred language and linking to their boarding pass for a smooth path within the terminal. This approach reduces missed announcements and increases engagement with the airport’s concepts and services.

Implementation and Partnerships

To maximize outcomes, secure sponsorships from brands aligned with istanbul culture and airport concepts, pooling resources for signage, app features, and beacon hardware. The program will be steered by the directorate with input from samsunlu, with an event calendar that includes quarterly reviews and an annual awards process to recognize best-in-class deployments. A pilot held in the airside area in september will inform scaling, with a goal to reach 60-70% of passenger interactions by year-end and to extend to cargo zones in the following phase.

Measurement, Feedback, and Outcomes

To assess impact, conduct a survey of passenger satisfaction and staff observations, track announced updates and announcements reach, and monitor app analytics for their engagement level. The findings will be shared within the istanbul airport governance framework and used to refine signage placement, beacons, and app features, aiming for continuous improvement within the scope of İGA’s event-related programs and delivering awards for outstanding implementations.

Cultural and Local Brand Initiatives Across Terminal Concepts

Launch a six-month pilot across terminal concepts to weave local culture through sponsorship and kadri-branded experiences, starting in september, with airside displays, live performances, and coordinated announcements to guide passengers.

Having a unified content framework across concepts ensures cultural integrity and operational consistency at istanbul airports, while tying local stories to global standards of service and quality.

• Use sponsorship assets that reflect istanbul’s culture in different zones, including arrivals, departures, lounges, and cargo areas, so passengers experience a cohesive narrative at every level.
• Highlight kadri and other local brands through fabric motifs, signage, signage wraps, and retail packaging to strengthen local participation and authenticity.
• Place airside installations as modular, live elements that can travel between concepts, ensuring the same look and feel across events while staying adaptable to traffic patterns.
• Schedule a September kickoff with an event calendar and recurring activations, keeping announcements clear and timely to guide flows and enhance the passenger experience.
• Offer bilingual announcements and guided routes to ensure every passenger, including international travelers, can engage with the culture program without friction.
• Maintain the cleanest operations by aligning branding activations with safety standards, cleaning cycles, and waste management, so visual assets never compromise service quality.
• Align partnerships with local culture institutions, crafts associations, and design studios to deliver authentic experiences that extend beyond retail, including live demonstrations and workshops.

Implementation plan by terminal concepts:

1. Concept 1 – International/Transit: establish a cultural plaza with rotating kadri-branded installations, live music moments, and artist residencies. Sponsor-led tours and signage in Turkish and English, with a monthly content refresh that points passengers toward the event schedule and cultural stories, including cargo-related exhibits to connect trade history with today’s operations.
2. Concept 2 – Domestic Origin: create hands-on craft workshops and Istanbul-flavor pop-ups, paired with local designers and small-business sponsors. Use storefronts and in-lounge kiosks to showcase regional products, ensuring quality packaging and services messaging remains consistent across zones.
3. Concept 3 – Cargo/Logistics: feature storytelling about Istanbul’s trade routes, markets, and port heritage through modular panels and interactive screens. Leverage kadri-branded cases and packaging demonstrations to illustrate the link between culture and commerce, with clear wayfinding for airside visitors.

Measurement and governance: track sponsorship reach, engagement levels, and brand recall among passengers, while monitoring announcements effectiveness and the seamlessness of operations. Reached targets should be reviewed monthly to adjust activations, ensuring content stays pointed toward Istanbul’s culture and its global audience, with continuous improvements in passenger services and experience quality.

Measurement, Compliance, and Case Studies of Sponsorship Programs

Recommendation: Build a cross-functional KPI framework that ties sponsorship impact to passenger satisfaction, transfer awareness, and flight announcements. Set a goal: lift satisfaction by 6 points within 12 months and grow sponsor-driven engagements by 20% across live events. Use a dashboard that aggregates live data from announcements, activation touchpoints, and terminal operations to report at the global level and within istanbul’s diverse capacity scenarios. Having a single source of truth speeds decisions. Key metrics pointed by leadership include reach, recall, and satisfaction.

Zgodność zaczyna się od jasnych warunków umowy, przejrzystych ujawnień i zarządzania danymi. Dostosuj sponsorów do harmonogramu ogłoszeń, upewnij się, że treść spełnia standardy dostępności i bezpieczeństwa, i udokumentuj wszystkie zatwierdzenia kreatywne. Ustanów ścieżkę audytu dla wydatków, zasięgu i zakresu aktywacji, aby umożliwić sprawiedliwe porównania między markami i wydarzeniami odbywającymi się w różnych terminalach.

Granulacja pomiaru ma znaczenie: śledź liczbę wyświetleń na lot, czas przebywania w pobliżu stref aktywacji i oceny satysfakcji od pasażerów w korytarzach transferowych. Raportuj co miesiąc i podkreślaj kampanie wrześniowe, w których wyniki odbiegają od planu. Wymagaj odpowiedzialności za jakość materiałów i spójność głosu marki na lotniskach i trasach od 1 do N terminali.

Ramy pomiaru i zgodności

Zdefiniuj właścicieli danych, procesy zarządzania i mechanizmy kontroli prywatności, aby zapewnić wiarygodną atrybucję. Użyj standardowego pulpitu nawigacyjnego z czystymi strumieniami danych z ogłoszeń na żywo, kalendarzy wydarzeń i ankiet pasażerskich. Ustalaj kwartalne przeglądy, aby dostosowywać cele, zakres i metody pobierania próbek, tak aby wyniki były zgodne ze strategią sponsoringu i ograniczeniami pojemności.

Wprowadź wytyczne dla dostawców, szablony umów i prostą rubrykę punktacji, aby ocenić wpływ każdej marki w różnych miejscach. Śledź wskaźniki, takie jak zasięg na wydarzenie na żywo, wzrost rozpoznawalności marki i poprawa satysfakcji wśród pasażerów i personelu zaangażowanego w operacje. Utrzymuj przewidywalną częstotliwość raportowania, zgodną z wrześniowymi kamieniami milowymi i rocznymi cyklami.

Studia przypadków: Inicjatywy sponsoringowe Kadri Samsunlu

Kadri Samsunlu kieruje programami sponsoringowymi na lotnisku İGA w Stambule, koncentrując się na mierzalnych wynikach i jasnych komunikatach. Samsunlu kładzie nacisk na transparentne wskaźniki. W 2023 roku program pilotażowy uruchomił trzy wydarzenia związane z marką w zespołach kierowanych przez Kadriego, docierając do różnych grup pasażerów, w tym pasażerów tranzytowych i podróżujących z zagranicy. Program śledził wskaźniki zaangażowania na żywo, w tym komunikaty o lotach i punkty styku cyfrowego, osiągając wzrost satysfakcji o 4,5 punktu we wrześniu i 1,2-krotny wzrost rozpoznawalności marki w pierwszym kwartale.

Kolejny przypadek obejmował najlepsze w swojej klasie doświadczenie transferu: oznakowanie pod wspólną marką, ogłoszenia na całym lotnisku i aktywację markowego salonu, która wspierała 12 zatwierdzonych przez Samsunlu partnerów. W ciągu sześciu miesięcy przepustowość w strefie aktywacji wzrosła o 181%, a czas przebywania na miejscu poprawił się o 231%, a opinie uczestników wskazywały na wyższą postrzeganą jakość usług. Z doświadczeń wynika, że dostosowanie wydarzeń do kalendarza operacji lotniska, w tym aktualizacje na żywo i transfery lotów, przyniosło lepsze wyniki niż odizolowane kampanie.