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Challenge: Update and re-brand the outdated “Fly Lafayette” campaign for the Lafayette Regional Airport.
Strategy: To introduce the new marketing campaign for the Lafayette Regional Airport, Russo wanted to emphasize the convenience, time saving, travel saving, safety factor, and economic benefit of flying Lafayette. With a multifaceted campaign comprised of an invitation in the form of a personal suitcase that included an air sickness bag, luggage tag, boarding pass, t-shirt and travel organizer, the concept, “It’s Time Acadiana…Fly Lafayette,” was fully branded. These components were used as part of a comprehensive program targeting the business owners and travel managers of the top 100 businesses in Acadiana. A new identity, promotional materials and an innovative radio campaign were created for the airport in just over three weeks.
Results: This program was combined with an earned media strategy (press releases and a press conference with record attendance by local media, government officials, and the airport employees) which increased enplanements by over 30% in the first year and generated press coverage valued at over $100,000.
(See samples from the Fly Lafayette Campaign)
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