Lafayette Regional Airport: Fly Lafayette

With companies concerned about safety and the delays that often occur on the interstate while travelling to the next closest airport, a multi-media campaign aimed directly at the top 500 businesses in the area communicated the message – “It’s Time Acadiana, Fly Lafayette”. The campaign was launched with a standing room only press conference, that in many ways was a successful result of its own. The earned media helped to change the conversation with the target audience, as well as deliver the new message that it was indeed time to fly Lafayette.

Challenge: Lafayette Regional airport was rocked by a 13% decrease in travelers following the tragic events of 911. After 4 years, enplanements were still down, as the rest of the travel industry began to recover. At the end of 2005, they still weren’t back up to the levels they were at in 1999. The next closest airport was one hour away in a larger town, but offered more direct flights that were are on average, $150 less expensive.

Insight: Consumer insight indicated that leisure travelers would continue to spend the two hours round trip in order to save an avg of $150 per traveler. Business travelers however were more willing to spend the money to fly locally if we could provide a compelling reason to do so.

Strategy: With companies concerned about safety and the delays that often occur on the interstate to the next closest airport, a multi-media campaign aimed directly at the top 500 business in the area communicated the message “It’s Time Acadiana, Fly Lafayette”. The campaign was launched with a standing room only press conference, that in many ways was a successful result of its own. The earned media helped to change the conversation with the target audience, as well as deliver the new message to those who needed to hear it most.

Results: Within the first 6 months of the campaign, travel grew 18% and has continued to grow at double digit rates every year since. The use of radio, direct mail and earned media helped to generate an awareness of the many benefits that come from flying local.