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Colorado Springs Airport
Background
Following the tragedy of 9/11, the Colorado Springs Airport faced what airports nationwide were experiencing—skepticism in airline safety and a fight for a strong customer base. The Colorado Springs Airport asked Cukjati to join their management, board, and community leaders in a campaign to recapture the market and effectively position the airport to take advantage of growth opportunities that would occur when the industry stabilized.
Strategy + Branding
Cukjati developed a marketing and branding strategy with the following goals:
— Convince the traveling public to utilize the Colorado Springs Airport
— Reduce passenger leakage to Denver
— Increase enplanements
— And position the airport to reach its planned capacity for the future
The tagline, "Fly Quick, Fly Easy, Fly Everywhere," is the foundation of the airport's marketing and promotional strategy to introduce travelers of all demographics to the hometown convenience of the Colorado Springs Airport.
Creative
A two-pronged approach was used to reinforce the existing brand while working to educate travelers. Research was conducted before, during, and after the campaign, which included:
— Television spots
— Radio commercials
— Outdoor advertising
— Newspaper and magazine ads
— Direct mail
— Public/community relations
— Collaborative marketing with local businesses
— Website redesign and support
— Interactive DVD and packaging
— Media guide and carrier-specific marketing collateral
The Budget and Result
— $450,000+ budget.
— The result was positive for the airport —a 1% increase in enplanements when airports nationally decreased an average of 15% in the wake of the 9/11 tragedy. The ads won national and local awards, including honors from within the industry: the North American Airports Council International designated it first place for the airport media guide, first place for print advertising, and second place for television advertising.
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Services
Primary and Secondary Market Research
Strategic and Account Planning
Brand Vision
Media Planning and Buying
Creative
Promotions
Public Relations
Direct Mail
Information Architecture and Website Development
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