february-2012

ILLUSTRATIONS © ROSS MURRAY / WWW.ROSSMURRAY.COM
PRESIDENT’S MESSAGE
As I begin my tenure as president of APEX, I am
fortunate to have inherited a core set of strategic
objectives that the APEX Board and its committees
have worked under and made steady progress
against for the last two years. For the coming year, our goal
is to continue to focus on four strategic areas - growth,
education, engagement and marketing - and to build on the
momentum so that each area continues to grow and evolve
with our organisation.
Th e fi rst objective is twofold: we need to grow the
membership base and broaden the existing membership.
Continued growth is fundamental to our organisation; it brings
in new ideas and helps to increase our voice and stature.
Th rough targeted campaigns launched in advance of, and in
conjunction with, our educational events and our specialised
markets, we plan to make some good inroads in this area.
Second, we need to provide educational content relevant
to the broadened membership base, while continuing to fulfi l
the content needs of our long-standing membership base.
Th e timely and thought-provoking topics that are covered
within this magazine and the APEXnews Digest combined with
the in-depth educational sessions within the TV Market
Conference, APEX EXPO, stand-alone Education Events
and the Technical Committee meetings, off er excellent
opportunities to keep up-to-date in these areas.
Th ird, we need to engage APEX members and stakeholders
from all over the world. Engagement is another key
component of our growth and vitality. I urge committee
chairs to encourage participation among new members
in new regions.
Overall, as an organisation we are facilitating this goal by
off ering programming this year in Europe, Asia and both
North and South America. (Check our events and educational
calendars for exact dates and topics for these events.)
Th e fi nal objective is to continue to enhance APEX’s
recognition and presence in the aviation industry through
exceptional marketing. We are currently in phase two
of our website redesign, with APEXTube and APEXPedia
rounding out our online marketing off erings. Stay tuned for
more information on these exciting website tools in the
coming months.
Our magazine and APEXnews Digest will have wider and
more frequent distribution next year. In addition, we expect
our awards programmes to achieve even greater recognition,
creating more awareness of APEX’s and its members’
innovations to improve the passenger experience.
With these objectives in mind, I look forward to working
with each of you to make these goals a reality in 2012!
CHRIS BABB
“Continued growth is fundamental
to our organisation; it brings in new
ideas and helps to increase our voice”
WELCOME
APEX | AIRLINE PASSENGER EXPERIENCE
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