More on airport advertising: when does it makes sense to advertise an airport and when it doesn't?

In this blog, I have repeatedly brought up the topic of whether it made sense or not for a major airport with already serious congestion problems, like London Heathrow, to advertise itself in the public transport system (see my entries here and here)...and while BAA continues to spend its marketing budget in what, to me, look like pretty useless ads (maybe I am missing something, airport marketing experts, please, let me know if this is the case!) such as the one below (spotted at Angel station, Islington, this week), I came across an example of when it makes sense for an airport to advertise itself to the public

Pointless: if there is something LHR does not lack is travelers!

What if you are a new entrant into a market that has long been dominated by an oligopoly of firms that are well known to the general public? What if you have a fairly competitive product and ample scope for growth but most people have never heard about you?

So here is an ad of London Southend airport, also spotted in Islington. 

 Remember to check me out next time you go on holiday!

I think this is the case where it makes perfect sense to advertise an airport to the general public. People are starting to plan spring breaks and the summer season, there is a new airport in town and it has some interesting new routes that might be of your interest, so next time you are browsing for your low cost flight to the Mediterranean you remember to check this one out too. 

The ad is also straight to the point, rather than pitching some sort of abstract "passenger experience" it tells you they are new, it tells you, very visually, where you can fly to, and on what airlines

I am not sure what is the goal of the Heathrow ad, but it is clear what the Stobart Group aims  for with this ad: position London Southend as one of London's airports and make their market entry known to potential low cost airline passengers. Whether they succeed or not is a different matter.