Late last year, a new company devoted solely to airport marketing was launched, becoming the first agency of its kind. The Quotient Group, which is based outside Houston, was created by former Continental Airlines executive Damon Hylton with the mission of helping airports implement strategic and creative marketing with measurable results.
“Airport marketing is hard, given that airports are promoting a product they don’t own or control,” said Hylton, President of The Quotient Group. “It’s even more difficult today with the ongoing airline ‘capacity discipline,’ particularly for smaller airports. Not only that, but airport marketing is a relatively new field, which means many airports are still without dedicated marketing staff.”
Those who work in airport marketing know it’s a relatively new field, with industry best practices still being defined and refined. Which is exactly why Hylton has built a team with more than 40 years’ experience in aviation marketing.
“Our team is positioned to deliver the missing piece in any airport’s marketing efforts,” said Hylton. “That missing piece is different for each airport; our strength lies in figuring out what’s needed, and then pulling all the pieces together in a cohesive and effective way.”
Vice President Kim Sippola joined the company after holding long-term marketing positions with both the Akron-Canton Airport (CAK) in Ohio and the Outagamie County Airport (ATW) in Appleton, Wis. Sippola’s 13 years in airport marketing have yielded countless successful projects in community engagement, customer service and digital ventures, not to mention the title of Airport Marketer of the Year from Allegiant Air.
Also on the team is Amy Burritt, Director, who brings seven years’ experience from her marketing role with the Asheville Regional Airport (AVL). Burritt’s work encompasses many elements of airport marketing, but she specializes in social media, design and branding. Her efforts have been rewarded with a pair of ACI-NA Marketing and Communication Awards (1) (2).
Hylton’s own background includes 20 years’ experience in aviation, transportation and tourism, including his role as Vice President of Seabury APG, Head of Marketing for Hawaiian Superferry, Senior Director of Market Planning for Hawaiian Airlines, and various positions in revenue management, strategy, finance and route planning for Continental Airlines.
Hylton’s wife, Susan, is the company’s Chief Operating Officer and brings 20 years of experience in international project management and strategy development to the company. Over the course of her career, Hylton has worked extensively with executive teams and boards to develop bespoke strategies for organizations on a country-by-country basis. She has a successful track record of project and program portfolio management solutions and has led a number of large-scale change management initiatives.
As a husband-and-wife duo, the Hyltons have planned their current venture for years.
“I’ve known airport marketing was a great niche opportunity for a long time, and am really excited about the ways in which we can help airports of all sizes step up their marketing,” said D. Hylton. “Between the members of our team, we have an exceptional range of skills and experience, and a lot of passion for knocking it out of the park for our clients.”
The Quotient Group’s client list includes the Las Vegas Convention & Visitors Authority, Colorado Springs Airport (COS), Rochester International Airport (RST), Melbourne International Airport (MLB), Oakland International Airport (OAK) and others.