Auckland International Airport Limited (AIAL) announced further
details of its new vision, positioning and future strategy for the business.
AIAL has extended its vision beyond Auckland towards a strongly New Zealand-based
positioning, adopting a new vision of representing the country, and new core
values of being outstanding, uniquely Kiwi and welcoming.
Chairman, John Maasland, said "Over the last 12 months, the Board and senior management of AIAL have given significant consideration to the vision and strategy for the future of our company. This has involved substantial analysis and consideration of a range of strategic initiatives. We have undertaken in-depth surveys and conducted interviews with our customers and other stakeholders.
The research highlighted the importance of Auckland Airport to the New Zealand economy and tourism and transport infrastructure. Every year, Auckland Airport welcomes nearly three-quarters of all international passengers to New Zealand. In addition, activity involving Auckland Airport contributes approximately NZ19 billion to the New Zealand economy annually.
The clear and consistent conclusion is that AIAL is increasingly becoming New Zealand's Airport. Accordingly, the airport believes it has a significant opportunity and obligation to contribute further to the growth of New Zealand tourism, the country's single largest industry and export earner.
The new strategy reinforces AIAL's commitment to growing New Zealand tourism and business, providing a unique and compelling New Zealand airport experience, delivering outstanding customer service, operating in a safe, secure, sustainable and efficient manner, enhancing our people capability and performance and creating long-term value for our owners.
This journey began some time ago as can be seen in AIAL's 2006 annual report entitled "Haere mai - Welcome to Our Airport" and the 2007 interim report entitled "Haere mai - Welcome to New Zealand's Airport".
The new vision and positioning will be reflected in greater detail with new branding on the cover of the company's 2007 annual report. This new branding is designed to better reflect a distinctive New Zealand look and feel. The new branding will adopt the name "Auckland Airport" in place of "Auckland International Airport Limited" or "AIAL". Further details of the new strategy will also be set out in the 2007 annual report.
The commitment to this vision and strategy has been fundamental to the Board's consideration of the various strategic and ownership initiatives which have arisen this year. The Board and management are absolutely committed to delivering an outstanding and uniquely New Zealand airport. The Board has been careful to ensure that all parties expressing an interest in owning AIAL shares this year fully understand, support and commit to this fundamental objective.
"The company will continue to progress the comprehensive upgrading and expansion of Auckland Airport, and, as an integral part of that, implement the first phases of an exciting new future strongly aligned to our country's travel industry and economic growth", Mr Maasland said.