New Flight Service from RNO
Destination marketing sells San Diego and Chicago to Reno and Lake Tahoe
Destination marketing or travel marketing takes a good deal of planning, patience and the flexibility – especially in the airline industry. After years of working with Southwest Airlines, Reno-Tahoe International Airport was extremely pleased to bring new non-stop flights to the Reno-Tahoe region to/from Chicago and San Diego. Once the initial announcement was made and the new flights began service, it was determined passenger levels for the flights were at only approximately 50 percent. So the airport turned to KPS|3 for help with a destination marketing campaign aimed at increase passenger awareness and travel to Chicago and San Diego.
Quick and cost-effective destination marketing tactics
With a limited budget and a final timeline to launch of just two weeks, KPS|3 composed a plan to fill seats using a variety of tactics to help raise awareness and increase passengers on the newly added flights. Demographic targets were developed and a campaign encompassing radio, newspaper print, TV, website messaging and promotions were launched for a period of one month. A secondary goal of the campaign was to make sure area markets had a chance to be re-introduced to connections available through all the nonstop and one-stop destinations served by the airport.
Our campaign focused on reasons to visit both Chicago and San Diego – from shopping to sporting events, from beaches to the zoo. Promotions included round-trip ticket giveaways to Chicago Midway and to San Diego, hotel accommodations, even Sea World tickets.
The results of an effective destination marketing campaign
Following the month-long “boost campaign” to increase awareness of the new non-stop destinations, the Chicago Midway flight took off with a remarkable 90 percent passenger level, exceeding the airport’s goal of 70 percent. The airport also exceeded its goal of a 60 percent passenger level on flights to San Diego, as advanced bookings were above normal and flights saw a passenger level in the high 80 percent range.
