Airport Advertising
Mike W. wants to know:
"How much does the airport spend on asking people to fly out of SGF? Quite candidly, do you think that someone telling me that they fly out of Springfield will cause me/anyone to fly out here? Could that money be better spent?"
The advertising campaign does more than ask people to use the airport. Before the campaign began we took a hard look at market research. Of the many things it told us, these items jumped out:
- There is a general lack of awareness of what the airport offers.
- Many people have a snap shot in their head that is ten or 15 years out of date—they think the airport has two airlines and flies to four or five destinations (it has five airlines and 12 destinations).
- Many people are convinced that fares are always higher from Springfield. They don't know how to find cheap fares. They don't know that the market has a low cost airline.
The campaign is aimed at those who are unaware, with the hope that they will use the airport. It's part of an on-going effort to attract more airline service. How? Larger passenger numbers make it easier to attract more airline service. Overtime, larger passenger numbers and more airline service translates into lower fares.
We'll spend about $100,000 on advertising during the fiscal year.
Kent
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