"Perspectives 2011" - Sustainability and Annual Report (pdf)

Introduction Company profile and strategyService portfolio Communication and social responsibilityP Aviation businessq Non-aviation businessp Quality, security and safetyefforts to optimize the choice available in the two terminalsand the MAC (known collectively as our “airportcity”). In the first half of the year particularly, the airport’sretail business showed exceptional growth. Keychanges at Terminal 2 included a new Italian restaurantand a steak house, and an expanded Travel Valuestore. Several fashion boutiques and a confectioneropened in both terminals.Retail units in 2011Total: 202 (103 airside, 99 landside)Retail/services: 154 (total)Hospitality: 48 (total)“Mount Quattro” in the München Airport Center’sForum, along with a test track and an automobileexhibition.From January to the middle of May, more than 10,000sales and service employees from Audi branches allover the world came to the airport to attend familiarizationtraining on the new Audi A6. August verymuch belonged to the Audi Q3: Again in the MACForum, the company promoted its brand new modelof car by installing a 1,400-square-meter, 9-meter-highmirrored cube, creating an experiential, three-dimensionaldisplay with thrilling special effects and the newQ3 at its center on a rotating stage.Hospitality,airside19Hospitality,landside29Retail/services,airside84Retail/services,landside70A world first and the OlympicsThe main highlight among the events in 2011 camein August with Surf & Style in the München AirportCenter Forum. Here, Munich Airport presented theworld’s first – and largest ever – stationary wave poolat an airport, and invited professionals and beginnersalike to come and surf the wave for free. As part ofthe event, we hosted the first European championshipin stationary wave riding, on August 20-21, whichdrew a crowd of around 20,000 spectators.) www.airport-mediamuc.de) www.munich-airport.com/parkingAdvertising on the terminal façadeMunich Airport offers an extensive range of advertisingspace in its two terminals, the München AirportCenter and outdoors. This includes promotional andevent space, in particular the MAC’s covered Forum,plus a variety of other high-quality advertising options.Besides standard advertising, such as lightbox signsand posters, advertising customers can choose froma range of more specialized forms of advertising, suchas giant posters on building and parking garage fa -çades, advertising on baggage carts, and gobo adver -tising on floors. We also offer exhibition and displayspace for standing and suspended advertising objects.Germany’s largest poster space, the west facade ofTerminal 2, was used again by Audi AG and byDeutsche Lufthansa AG to install advertising for peri -ods of several months in 2011. Audi came up with severallandmark marketing initiatives at Munich Airportin 2011. To celebrate 30 years of the Quattro system,for example, the automaker set up a 13.5-meter-highOne key focus of Munich Airport’s activities in thefirst half of 2011 was Munich’s bid to hold the WinterOlympics and Paralympics in 2018. As a national sponsorof our city’s candidacy for the Games, we ran ajoint advertising initiative with Lufthansa early in theyear, consisting of a giant welcome gate – 16 metershigh, 40 meters wide and weighing 200 tons. This wasinstalled on the main approach highway to MunichAirport to highlight the city’s Olympic bid. Ultimately,though, the South Korean city of Pyeongchang wasthe successful candidate.Parking and Services: An attractiveportfolioOur Parking and Services subdivision is responsiblefor operating the parking facilities at Munich Airport,comprising 14 multistory garages and several open-airlots, with a total capacity of more than 34,000 parkingspaces. The subdivision’s customer base includes notjust air travelers and airport visitors but also airportbuilding tenants and airport employees who park atthe airport.52