Birmingham Airport has appointed 3Sixty to aid it in maximising the monetisation of its website while also ensuring that it communicates with airlines and tour operators alongside consumers.

The Bristol-based digital agency has begun work immediately and will launch a new site for Spring 2010.

The agency aims to encourage new airlines and tour operators to establish routes from BHX through a targeted digital marketing approach.

As it looks to target consumers from their perspective, the agency will attempt to increase the proportion of travellers living within a one hour catchment area, who fly from Birmingham Airport. 40% of local travellers using the airport with the remainder leaving the region for airports in London or Manchester.

The current BHX database will also be grown, building on the current CRM programme, to allow the airport more opportunity for ongoing consumer dialogue.

3Sixty will initiate quick wins to address the most immediate issues – improvements to the online booking systems as well as launching welcome home and pre-arrival emails. However, following a usability study and ongoing market research, the main bulk of the work will see a redevelopment of the BHX website to help improve customer experience, stickability and commercialisation.

Chris Thurling, managing director of 3Sixty, commented: "Many regional airports around the UK are looking to enhance their offerings as viable alternatives to London. Enhancing the digital commercial opportunities for airports is an area that we know well and I have no doubt that our work will provide Birmingham Airport with an increase in both direct and indirect revenues."

Paul Kehoe, CEO, Birmingham Airport, added: "Our objectives were very clear in this commercial brief but what wasn’t clear was how we were going to achieve them in as short a time as possible. 3Sixty’s experience in our sector as well as its response to the brief will help to develop the BHX offering and solidify its status as a modern airport of choice for consumers and businesses alike.”