Rob Britton of American Airlines To Deliver Thursday Luncheon Keynote, “The Challenges Of Airline Advertising,” At RAB’06 in Dallas, February 1 - 3
New York, New York - December 20, 2005 -- Rob Britton, Managing Director Brand Development and Advertising for American Airlines, will deliver a keynote address at RAB’06, the world’s largest conference exclusively devoted to Radio sales, marketing, and management. Produced annually by the Radio Advertising Bureau (RAB), RAB’06 takes place at the Hyatt Regency DFW Dallas, February 1st through 3rd.
Britton, a 21-year veteran of the airline business and frequent lecturer at business schools worldwide, will offer a lively glimpse of the challenges his team faces in advertising the world’s largest airline…. and one of Radio’s largest advertisers. His keynote, titled “The Challenges of Airline Advertising,” will be delivered at the Thursday luncheon sponsored by Katz Media on February 2nd.
Britton will delve into how he and his team tackle difficult marketing concerns including customer perception of a commoditized, undifferentiated product; positioning vis-à-vis the fast-growing low-cost carriers, which now account for 25% of the domestic market; tradeoffs between tactical and strategic communications; and the reality of declining budgets, symptomatic of the large financial crisis affecting older airlines.
“Literally and figuratively, the airline business has many moving parts, and it looks a lot different inside the enterprise than it does when sitting in seat 10C!” exclaims Britton.
“The marketing issues Rob and his team deal with are comparable to the ones affecting most industries, including Radio stations and groups,” observed Gary Fries, President and Chief Executive Officer, RAB. “His insights will provide practical solutions that RAB’06 attendees can implement to successfully market their stations.”
“We are very fortunate to have Rob join us to share his marketing and advertising expertise,” stated Steve Newberry, President and Chief Executive Officer of Commonwealth Broadcasting Corporation and Chairman of the RAB’06 Planning Committee. “Regardless of station or market size, we all confront similar issues of brand identity and customer satisfaction.”
“Rob’s leadership in the development of advertising and marketing strategies that differentiate American Airlines from their competitors is heralded within the airline industry,” noted George Hyde, Executive Vice President Training and Meetings, RAB. “RAB’06 attendees will walk away with a fresh perspective on how to address these challenges.”
The three-day RAB’06 conference is designed to deliver real-world selling skills and marketing strategies that can be applied immediately to generate revenue. Workshop categories include Sales; Management; Creative; Promotions; International; Automotive; Urban/Hispanic; NTR; and more. Moreover, the workshop agenda is designed to address the challenges of sales and management from small market to large, and from local to national.
The RAB’06 Holiday Special Discount Registration expires at the end of December. More information on registration and the agenda are available online at www.RAB06.com, or by calling 800-917-4269.
The Radio Advertising Bureau (RAB) is the sales and marketing arm of the Radio industry with nearly 7,000 members including close to 6,000 stations in the U.S., and over 1,000 associate members in networks, representative firms, sales, and international organizations.
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