Louisville International Airport
FlyLouisville.com Launch Campaign
Disciplines: Advertising, Promotion, Publicity, Web Site Development
Objectives:
- Establish Louisville International Airport as the airport of choice for leisure travelers within a 100 mile radius
- Re-position the airport to be viewed as more than simply a municipal facility, but as a progressive, customer focused, forward moving organization
Strategies:
- Created a new Web site/brand name for the airport “FlyLouisville.com”
- Incorporated a booking element into the site enabling price comparison and purchase of tickets for any flight on any airline departing Louisville
- Created a multi-media advertising campaign to create awareness and generate trial of the new site during key travel planning periods
- Directed the campaign towards females between the ages of 25-54 based on research indicating these consumers as the primary decision influencers of leisure travel
- Launched the campaign in the Louisville market to re-energize declining traffic and in the Lexington market to capitalize on price and flight availability advantages
- Developed promotional partnerships with local AAA baseball team and
arena football team to distribute promotional items
Results:
- In the first month of the campaign, registrations increased by over 250% and continued increasing by nearly 150% each month throughout the four month campaign
- Within the first four months, membership increased by over 20,000 people
- Over 240 more tickets were sold on the booking engine the month the advertising began
- Ticket sales goals were exceeded during each month of the campaign
- After six months, research measured market-wide awareness at about 20%
