Related Programs

Certification Programs The CDP, CSM, CMD, and CLS designations serve to recognize professionalism, raise standards and improve shopping center industry practices.

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1998 MAXI Awards

PR Campaign

BAA Pittsburgh, which manages the Airmall at Pittsburgh International Airport, undertook a proactive media relations campaign to maintain its leadership position in the growing sector of airport retailing and to provide Airmall and its tenants with expanded public relations opportunities. The effort coincided with the fifth anniversary of the airport and Airmall. The foundation of the campaign was to offer the media prompt, professional follow-up, assistance in story development, research and source referrals. The BAA team developed a press kit, photography and video, logos and other graphic elements, as well as brochures and other collateral material. To ensure the success of its pitches, the team backed all suggestions by sound research, including details of store openings, sales performance, awards, promotional activities, seasonal events, and special events, such as the anniversary; ongoing research kept the team abreast of airport retailing and travel trends. The effort increased the number of story placements for the year (June 1997-May 1998) by 47%, generating 1,536 column inches and 40 minutes and 38 seconds of broadcast coverage. The campaign put Airmall and its tenants in the media spotlight, and successfully positioned BAA Pittsburgh's management as experts: BAA executives were quoted extensively in articles and interviewed on camera for at least 25 major stories.

Owned by: Allegheny Dept. of Aviation.

Managed by: BAA Pittsburgh.

Professional recognition to: Daniel Tomkinson, retail operations executive; Mark Knight, CSM, president; Jay Kruisselbrink, vice president; Ronnie Savion, Elias/Savion.