Air Service Development Marketing

Marketing support can be what separates two airports whose fee waivers and credits look identical. A carrier reads it as proof you’re committed to the route’s success, not just discounting to win it. It also does the practical work of reaching your catchment area, the people who actually have to buy the seats. We help you build that support into your incentive package and show the airline how the dollars will be spent.

Before the airline publishes a schedule or announces the destination. Once the route is public, the decisions that matter most are already behind you, so strategy, budget allocation and local partnerships should be settled first. That upfront work gives you a plan that lands in your catchment and shows the carrier your airport is serious before anyone buys a ticket.

We start with aviation questions. Is the airline already in your market, or does the community need an introduction? Is the destination leisure, or do universities or industries tie the two cities together? Is service daily or weekly, seasonal or year-round? Is this an ASIP campaign or a co-op with your visitors bureau? The answers set the audiences, channels and goals. Recent launches have mixed programmatic, paid social, out-of-home and influencers.

Yes. Media buys can run as co-op advertising with destination marketing organizations when the opportunity comes up, and we write marketing plans for the airline itself. We also connect campaigns straight to booking. On Long Beach Airport’s inbound campaign, ads sent travelers to the airport’s FlyMyAirport booking tool, and we’ve used the same product in Northwest Arkansas National Airport campaigns.

We set the goal with you first, such as clicks to the airline’s booking page or awareness in your catchment, then track it on a real-time dashboard. Our first target is beating travel industry benchmarks. For San Bernardino International’s first commercial service, paid search was the top source of qualified leads, and the six-month campaign sent 20,000 leads to the Breeze Airways booking page. After year one, we work to beat our own numbers.

We’ve worked on the airport side of the table. Our team has more than 100 years combined working at airports or as consultants to them, building campaigns, bringing communities together and supporting airlines on the ground during launches. Before starting the firm, our founder worked in air service consulting. We stay with a route from the first airline meeting through established service, not just through launch week.