Port of Seattle Advertising -WHY?

[Lucy]

Why does the Port of Seattle need to buy advertising for Seatac airport businesses? I hear Port of Seattle ads on NPR regularly & I think I’ve seen bus signage as well. I don’t get it. It’s the airport. Advertising is not going to get me to go out and visit businesses there. Can anyone enlighten me? Why is the Port spending money advertising airport terminal businesses? It just seems silly (given the captive consumers/audience).

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[GenHillOne]

LOL, Lucy, funny too because most of them are beyond security! I haven’t heard them, but yeah, not likely I’m going to be visiting Kathy Casey’s sandwich place out there on a whim. That’s a good observaton.

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[MrJT]

Lucy, The new terminal was designed and leased with the intention of making the majority of these tenants accessable to the public (prior to security checkpoints). Post 9/11, and before opening, security requirements changed and they ended up behind checkpoints. I would assume that leases included some advertising paid for by the Port and it was easier to pay for the ads than re-negotiate leases.

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[Lucy]

Ah – interesting point MrJT!

However, even with the intention of making these tenants open to the public prior to security checkpoints. Who goes to the airport to frequent these businesses? I still don’t get it. Why do they need advertising (even if before the checkpoint)? I can not imagine a scenerio where I would think “hey, I think I’ll stop by SeaTac and get some lunch”.

Even if I were at SeaTac waiting for a loved one to come in from a delayed flight. I don’t see how advertising would influence my behavior.

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[changingtimes]

as a former employee of seatac airport i can tell you that the port runs most everything there it is most likely for tourists not so much the common seattle folk! but yes i would agree with Mr JT as being post 911, the new wing has some great restaurants!!

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[changingtimes]

i mean obviously the port runs everything at seatac i just read that back and i sound really dumb but what i ment was you would be surprised at home many port employees are there all the time like a small village!!! ok i know im in need of sleep who comments on there own comments :)

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[Lucy]

Thanks changingtimes. You make a fair point.

I wonder how many employees are in that ‘village’….and how that compares to the ad spend. What is the return on investment?

Put another way…It’s still a captive audience, is it not?

As for tourists….most likely they won’t catch the advertising in any meaningful way. So I don’t see any return on investment there either.

And so (unfortunately) I still don’t get it.

But I do appreciate the feedback. Keep it coming!! I would LOVE to know the logic of this kind of spending by our port.

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[swimcat]

LOL- I too have noticed this stupid advertising. The Port does an excellent job of either wasting tax payer dollars with this advertising or else they are wasting the tenants dollars for an advertising co-op.

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[Keith]

I haven’t heard the ads in question, but there are plenty of people who might not now about that whole new area of Sea-Tac. In fact, I’ve sent a few friends through there myself, both locals and out-of-towners, and none of them knew about it beforehand. If you go through security at either end of the airport and not in the middle, you might not know about all those new businesses.

<.>

As someone who travels frequently, I really enjoy that new area. Sometimes I’ll even stop and grab a quick bite on my way *out*, before heading down to baggage claim if I have checked luggage. This works especially well with Alaska Airlines, as it takes them *forever* to get the bags down.

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[Dunno]

Why does a mall advertise itself. Some is co-op dollars, and some is to promote the fact that the business is there, as well as attract new business to open space. Many have no idea the opportunity exists.

I come in and out of the airport 8 times more or less a year. There are millions of visits by locals and workers.

Sound Transit, Metro, City, County, and State use advertising for one thing or another. The key is to find the most cost effective meduim for the demograhpic you’re trying to reach. Public radio is the most listened to meduim in Seattle, and most likely reaches the ports intended demo.

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[Zenguy]

Ok, woa, woa, woa. I need to comment on the Port wasting our tax dollars. Most may not know it, but there are two entities here the SeaPort and the AirPort. The SeaPort does indeed take taxpayer dollars. The AirPort on the other hand does not, they tax the airlines and at the end of the year if they make money they refund the airlines, if there is a shortage they bill them.

If SeaTac were a city (well really it is, it’s a municipality)it would be a pretty good sized one. They had 30 million people through the airpot in 2006.

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[CMP]

I haven’t heard the advertisements on NPR, so I’m not sure who’s promoting what. It’s possible that the tenants pushed for the ads. I believe that HMS Host operates all of the shops at Seatac (well, at least one restaurant that I know of) so maybe it’s paid for by them to promote business? And if the Port does happen to be paying for it, I’m sure the tenants are reimbursing them for advertising costs. And maybe even paying percentage rent on sales so there’s incentive to advertise to increase sales. But like I said, I haven’t heard or seen these ads, it’s just speculation on my part. At the very least, maybe NPR doesn’t charge as much as the more popular radio stations for air time.

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[Dunno]

CMP,

NPR, KUOW in Seattle is the most popular station believe it or not. It sells sponsorships, or takes endowments not advertising like commercial radio stations. NPR is not listed with commercial stations in ARB becausee it’s non profit, but KUOW would be listed #1 if it was.

As far a tax payer money being spent for advertising, its done all the time.

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