b'INFO TECHNOLOGYMEM35its a creative way to promote our airports destinations without favoring one airline over another, which is important because all of them are our customers, Thomas adds. Duncan Jackson, president of FlightPath3D, notes that MEM is one of a handful of U.S. airports that have adopted the companys marketingDUNCAN JACKSONtool. In general, thedestinations they serve, to tell the storiesThe interactive component is critical pages include three primary components:behind those destinations. Now they havebecause its what consumers have come a map, complex flight schedules (morea mechanism to tell those stories. to expect, Jackson says. Amazon has than 4,000 flights per month for MEM) andtaught us that one-click purchasing and inspirational content. Meeting Customers ease of shopping is the answer. Social About four years ago, an airline askedWhere They Are media platforms have taught us how to us to digitize one of their route maps,The project concept was driven infind inspiration#travel on Instagram has including adding flight schedules so itpart by what could be called themore than 681 million posts, for example.looked almost like a kayak.com webAmazonification of commerce. ThanksSo our goal was to make airport page, where passengers could explore allto the ecommerce giant, consumersdestination pages more relevant, the routes, Jackson explains. That ledhave come to expect a convenient andhe adds. A laundry list of names of us to develop this service for Memphis,easy-to-navigateif not funshoppingdestinations is no longer relevant, nor is which like many airports, struggles toexperience thats extremely customer- static content. People want to click on communicate everywhere they fly. centric. The airports new web pagethings: one click to see an airlines flight Now all that information is at travelersalso had to meet customers ingrainedschedule, another click to find information fingertips, he continues. Memphis wantedexpectations for the kind of rich, robustabout destinations and so on.to invest time and money and passion in theand interactive content they immerse themselves in on social media. AirportImprovement.comJuly | August 2023'