Retrospective Incentive from the Passenger Departure Tax
The purpose of this incentive is to support any co-branded marketing activities of Prague Airport and the carrier down drawing the incentive.
Airlines Eligible for the Incentive
The incentive has been designed for airlines that during the defined period:
- Have ranked among the five biggest carriers according to the number of passengers carried to/from Prague Airport irrespective of the air traffic segment
- Have had their hub at Prague Airport, but were not among the five biggest carriers
- Start operating new destination from Prague Airport
- Increase the total seat capacity and frequency on any existing connection
- Celebrate an important anniversary linked with the length of time in operation of a particular connection or the length of time in operation of flights to/from Prague - the amount of reinvested funds depends on the nature of the agreement closed with the carrier
Drawdown Conditions for the Passenger Departure Tax Incentive
Reinvesting of the passenger departure tax into co-branded marketing activities of Prague Airport and the airlines is realized on conditions given above and if/when the airline complies with all, for the execution essential, conditions stated below:
- All common activities have to be agreed upon between Prague Airport and the airline
- It is Prague Airport’s condition that all executed activities will always communicate a product the airline offers to/from/in Prague (connection, ticket price range, new technology connected with check-in, in-flight service, etc.); Prague Airport’s logo and slogan and/or web link will always be placed on any promotion materials
- The airline is not allowed to communicate any products linked with services of a different airport
- In cases where the airline fails to use the passenger departure tax incentive it is eligible for, on co-branded marketing activities, run together with Prague Airport, within the given period, the allocated funds will not be provided to the airline in any other form, nor carried forward. The defined period for the incentive drawdown is the respective calendar year.
Very Important Step – Our Co-branding Vision
Prague Airport introduces in 2008 a new way of drawdown of the incentive scheme based on promoting the airlines and airport at locations other than Prague Airport.
The aim is to cover important locations in other main cities to help convince passengers to fly from Prague; mainly in north Bohemia and south Moravia; while simultaneously continuing with promotion activities in Prague.
Our proposal is to purchase various media and create a campaign with the claim “Fly with your airline via Prague to a number of destinations” that would be executed in the target cities.
How to Use the Prague Airport Incentive Marketing Support
Prague Airport offers various types of co-branded marketing support. Airlines with presence at the airport are eligible for our marketing support. We offer several different programs which we call tariffs. To use Prague Airport’s support in the most effective way, it is necessary to provide due cooperation. The basic conditions under which airlines can use Prague Airport’s marketing support are as follows:
- Prague Airport acquires the media in which the airline would like to publish their advertisement
- Prague Airport pays money to the airlines upon completion of the campaign based on received invoice specifying the media plan and listing the published ads
- Prague Airport solely wishes to communicate a product linked with Prague, i.e. destinations, prices, services offered by the airline from/to/via Prague
- Prague Airport requests that its logo and web link are always incorporated in the ad
- All campaigns have to be approved between the airline and airport in advance - prior the commencement of the campaign
Tariff “Open to All”
Airlines operating Prague on regular basis can receive the following support at the airport:
- Airline’s logo placement on the airport information system
- Advertisement on check-in and gate screens in Terminal 2
- Banner promotion at www.prg.aero
- PR activities such as press conferences
- Celebrations of various events - e.g. the millionth passenger flying to/from Prague, route anniversary celebrations, etc.
- Further promotion activities negotiated with and approved by Prague Airport
Tariff “New Traffic”
Airlines introducing new destination or new frequency on existing routing are eligible for the following support:
- Support mentioned under the Tariff “Open to All”
- Further promotion at the airport - e.g. placement of a mega-board in Terminal 1, navigation boards, luggage trolleys, advertisement on board of airport buses, etc.
- Allocated budgets can be used for mass media communication. Prague Airport can provide an efficient media plan covering the Czech Republic together with communication proposals.
Tariff “TOP 5”
PA very much appreciates all business executed by airlines in Prague. Airlines that rank among the TOP 5 according to the number of serviced passengers are treated with additional care in relation to promotion and support of the brand.
Tariff “Celebration”
Prague Airport will readily support events recommended by the airlines linked with the route anniversaries, airline passenger records, years of airline’s time in operation from/to Prague Airport, etc. More details are available upon request.
Prague Airport offers, besides other activities, a number of possibilities of using its commercial areas. Airlines are offered the option of placing their logos or adverts e.g. on luggage trolleys, information panels, mega-boards, commercial space on board of airport buses or the option of placing their POS materials at check-in desks to be distributed upon check-in. Those are only a few of the options offered by Prague Airport. More details are always provided as part of a bespoke presentation prepared for each airline individually.
