Working with the MWAA leadership and the McGinn team, Repass Research recommended and deployed a three-phase research and strategy engagement. The three phases included a mix of qualitative and quantitative research to meet the objectives within each phase: Background and Discovery (management interviews, travel press analysis, secondary research); Formative and Evaluative Research (traveler QualBoard, traveler segmentation, concept testing and employee research); Strategy and Creative (strategy and ideation workshop, go-to-market strategy and more).
The project included a 360 degree view, including internal and external stakeholders along with secondary data analysis. The audience and sample ranged from internal management and employees to various traveler segments such as business and leisure, all of whom participated in either qualitative or quantitative research.
This research delivered a unified brand strategy across all touchpoints (airports, toll roads, metro line, etc.). A go-to-market strategy and investment priorities were clearly understood and accepted across internal stakeholder groups.