ANNE LE BOUR Communications Director

DRIVING STRONGER BRAND EQUITY

DO YOU KNOW THE VALUE OF THE VINCI BRAND?

VINCI Airports Convention 2014 €5.4 BILLION

VINCI Airports Convention 2014 €5.4 BILLION * *BRAND FINANCE VINCI CARTIER HERMES SAINT GOBAIN LOUIS VUITTON GROUPE CASINO E LECLERC CNP ASSURANCE

VINCI Airports Convention 2014 WHY DEVELOP OUR BRAND ? Build Stakeholder Trust Diario Economico – 2th October 2014 The Secretary of State emphasised that he is “very proud of the decision I took in the process to privatise ANA”, VINCI(…) improved strategic project,“for which the results are within sight given the increase in traffic and service quality, the interconnection between the stakeholders and the joint work that is being done by the ANA and VINCI Airports teams in various areas”

VINCI Airports Convention 2014 WHY DEVELOP OUR BRAND ? Build Stakeholder Trust Boost our Development

VINCI Airports Convention 2014 THREE DRIVERS OF BRAND IDENTITY What we look like – our visual identity What we do and how we do it - passenger services Aligning what we say and what others say about us

VINCI Airports Convention 2014 WHAT WE LOOK LIKE: OUR VISUAL IDENTITY Building Recognition of what differentiates our Airports Enhancing our Client Experience

VINCI Airports Convention 2014 WHAT WE LOOK LIKE: OUR VISUAL IDENTITY

VINCI Airports Convention 2014 >We are under the group projectors >We need to enhance information flow >We need to broadcast our successes better and share across our airports Eg Smiling Day ALIGNING WHAT WE SAY AND WHAT OTHERS SAY ABOUT US Raising our communications game with the Group

VINCI Airports Convention 2014 > Sharing information with our people Value & Identity 5,000 Employees Meeting of the experts communication Internal meeting Newsletter VINCI AIRPORTS INTRANET ALIGNING WHAT WE SAY AND WHAT OTHERS SAY ABOUT US Talking about it – internally

VINCI Airports Convention 2014 >Digital branding Launch of Twitter, social media guidelines, coherence of Facebook pages across French airports……. >Markets Press and financial analysts same & right messages ALIGNING WHAT WE SAY AND WHAT OTHERS SAY ABOUT US Talking about it – externally

VINCI Airports Convention 2014 > Tailored Services > Customer Data Collection WIFI… Family Services… WHAT WE DO AND HOW WE DO IT - PASSENGER SERVICES

VINCI Airports Convention 2014 VINCI AIRPORTS BRAND EQUITY SERVES VINCI GROUP’S BRAND VALUE

How do we share information and best practices better?

VINCI Airports Convention 2014 INTERNAL COMMUNICATION

VINCI Airports Convention 2014 MAIN INTERNAL ATTRIBUTES 1.Commitment, mobilization 2.Together, sharing information up and down, team building 3.Share best practices, evaluation, open minded

VINCI Airports Convention 2014 # 1 INTERNAL MEETING > Convention > Networks meetings > Challenges / workshops  Team building

VINCI Airports Convention 2014 # 2 INTRANET A same intranet for all > To promote the sharing information >To get the people know each other better > Information up and down

VINCI Airports Convention 2014 # 3 GUIDELINES Share the same communication work methods > To have the same framework, same standards > To deliver the same messages in the same way > To better understand and work together

VINCI Airports Convention 2014 # 4 HIGHLIGHTS / MAIN EVENTS MONTHLY REPORTING > Need to promote internal events within the group > Need to get the information from all the airports > Share the airports informations to feed the group with local events > Share best experiences (Smiling)

VINCI Airports Convention 2014 # 5 SOCIAL MEDIA GUIDELINES > The reputation of VINCI Airports depends in part on how each employee talks about the company. > And particularly on social networks. How using social media The right way?

VINCI Airports Convention 2014 EXTERNAL COMMUNICATION

VINCI Airports Convention 2014 MAIN EXTERNAL ATTRIBUTES 1.3 countries, one voice, one group Global / local : « when diversity becomes unity Commitment » 2. Brand awareness, pro-activeness, credibility/trust 3. Planning, follow the best practices, benchmark

VINCI Airports Convention 2014 # 1 ONE STRATEGY, ONE POSITIONNING > The basis of external communication = share the strategy of the group > Which story for the company? > Communication strategy based on the Group strategic positionning

VINCI Airports Convention 2014 # 2 A COMMON ACTIVITY REPORT > One activity report for all

VINCI Airports Convention 2014 # 3 BUILDING STRONG RELATIONS WITH STAKEHOLDERS > Shareholders, customers, companies, press, contracting authorities, government, etc.  To speak to them: a public relation strategy > All the stakeholders have to trust the airport, the company, the group

VINCI Airports Convention 2014 # 4 PRESS RELATIONS > Need a group press relation strategy : same messages > Adapt to local specificities group guidelines > Press clipping can have an impact on global group reputation so press relation are not local but global > Media training / crisis communication

How do we roll out global high value services for our passengers?

VINCI Airports Convention 2014 BENEFITS OF IMPLEMENTING NEW SERVICES 1.Brand image & awareness: quality of services, innovation, replicability of services accross airports (« think globally, act locally »), credibility 2.Customer oriented: identification, data basis, proximity, loyalty, satisfaction, experience improvement at the airport 3.Business generation: added value for passengers, internal synergy (for more revenues), avoid leakages

VINCI Airports Convention 2014 CHALLENGES DURING IMPLEMENTATION OF SERVICES > Providing a range services across our 23 airports that can be adapted to each airport > Sustain the corporate image whilst adapting to local stakes and resources > Respond positively to a broad range of passenger segments and respective needs

VINCI Airports Convention 2014 VIRTOUS CIRCLE OF SERVICE IMPLEMENTATION Services offer Segment ation / CRM Customiz ation; fitted solutions innovatio n added value Think global; act local REVENUE INCREASE BRAND IMAGE & AWARENESS

VINCI Airports Convention 2014 EXAMPLE OF APPLICATIONS > Per channel _ app _ traffic info; tourism data; specific services; different entry per country/airport > per service _ shop advisor for disabled passengers_ tailor made solution for specific segment; adapted to airport configuration > per segment _ families: specific infrastructure requirements; different use of terminal VINCI Airports App

VINCI Airports Convention 2014 … AND ALSO COMMUNICATION ADAPTED TO SEGMENTS > Innovation should exist particularly if it « surfs the wave of the customer » > Channels developed according to passenger type: app; maps; leaflets > Contents sorted according to passenger location : on the go; at home

VINCI Airports Convention 2014 … AND COMMUNICATION ADAPTED LOCALLY > Local adaptations for kakemonos and web banners