NEWS
County airport aims for student travelers
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by Taylor Cox
Friday, February 1, 2008
Dane County Regional Airport launched Wednesday a new
advertising campaign to highlight expanded routes and the easy use of its new
services.
Set to launch in February, “All About the Journey” will
highlight the benefits of traveling in and out of Madison.
“It’s a competitive
environment, and people have the option to go to other airports, so we just
want to make sure people know what is available locally,” said Sharyn
Wisniewski, advertising associate at the airport.
While aimed at business travelers, the campaign also seeks
to lure students to the Dane County Airport for their traveling needs,
particularly for their spring break plans.
Brainchild of Glowac Harris marketing service firm, the
$70,000 campaign promotes a number of the airport’s benefits since the
completion of an expansion project in 2006.
The project, which doubled the size of the airport, has increased its
itinerary to 110 inbound and outbound flights per day and now includes direct
flights to 15 locations.
Wisniewski said
taxpayers would not feel a burden because the campaign is funded entirely by
airport revenues.
“We also know
that traveling can be stressful, so we want people to know that our airport is
easy to use, and [traveling] can be made less stressful in its more intimate
setting,” Wisniewski said.
Wisniewski said Dane
County Airport has been “looking to advertise for a while but wanted to make
sure [campaign organizers] understood well what appeals to the public and what
motivates them.”
STA Travel, a
popular student travel organization, advertises through Facebook,
student newspapers and other student-targeted venues to inform travelers about
cheap flights out of Madison.
“There is
certainly still a demand for last-minute spring break options and those looking
to get away for the holiday,” said Amanda Webb, corporate communications
coordinator of STA Travel.
While DCRA competes for business with larger surrounding
airports such as Milwaukee and O’Hare,
STA said the campaign would build their reputation as a fierce competitor.
Air travel can be obnoxious these days, Wisniewski said.
“We want to let
people know that the airport is easy to use and a less stressful atmosphere,”
she added.
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