We go the extra sMILE

WE GO THE EXTRA SMILE!

I like the new tag line for the Ninoy Aquino International Airport (NAIA) - "We go the extra SMILE."  A smart play on the popular idiom "go the extra mile."  Reading it while waiting for my turn to go through the security machine made me smile.  I hope that the airport staff and personnel will embrace and live up to this new tag line.  

WE GO THE EXTRA SMILE

In celebration of its 25th year of creditable service as the nation’s premier gateway to the rest of the world, the Manila International Airport Authority (MIAA) rebranded the Ninoy Aquino International Airport (NAIA) by showcasing the distinct Filipino character known worldwide.

Departing from the conventional track of promoting infrastructure or commercial support services, the MIAA highlighted its people, a most powerful resource in any system, and an area where the Philippines has a clear edge. In reasserting its core competence in passenger servicing through warm, effective and meaningful passenger service.  NAIA adopted the tagline, “NAIA — We go the extra smile.”

This was accompanied by relevant and methodical enhancements to the infrastructure of the terminals. These included initiatives such as the terminal expansion programs at Terminal 1 and Terminal 4, free airport shuttle within the complex, new security equipment, airline time slotting, more intensive meet and assist services, way-finding improvements, and thematic airport complex development.

To further cement this commitment, the MIAA, together with all government agencies operating at the NAIA, embarked on the ISO Certification of all systems and procedures involving passenger arrival and departure at the NAIA terminals.  As well, industry customer relations experts worked tirelessly with the MIAA to provide continuing training to all customer service front-liners.

These efforts earned the recognition of the Department of Trade and Industry and its Center for Industrial Competitiveness. In April 2007, the MIAA was cited as a Model Company in Quality & Productivity Improvement and Labor-Management Relations.

Within the competitive field of airport management, the MIAA and the entire NAIA community claim the proud distinction of an airport system built on warm, hospitable and service-oriented people.

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