The City of Wichita and Mid-Continent Airport begin their effort to recruit more people to fly through the state’s largest airport today with a campaign targeting those people that fly through competing airports.
The campaign will utilize television, radio, newspaper, billboards and the Internet to target leisure and business travelers in the Wichita area and outreach markets in the Airport’s regional area (such as Emporia, Garden City, Great Bend, Hays, Hutchinson, McPherson, Newton and Salina).
"The campaign is designed to bring awareness to the traveling public about the convenience and affordability of air travel from Mid-Continent Airport," said interim Airport director Tom Nolan.
Featuring informational points such as 100 arrivals and departures daily, 12 non-stop destinations and prices comparable to those of other major metro airports, the campaign strategy encourages the flying public to choose Wichita over other airports in the region.
Sullivan Higdon Sink is the Airport agency of record that developed this campaign in concert with Airport and City staff. The campaign will last for the remainder of the year.
Airport Campaign Elements
Television - Launches July 7
Two TV spots feature fictional travelers in situations that viewers have directly experienced, barely avoided or heard of. For example, one spot talks about a family who drives to Kansas City and the downsides of learning that the flight was delayed.
Radio – Launches June 27
Two radio spots expand on the stories featured in the TV spots. One spot has a new bride talking about the drive to KC complete with the mishaps of a flat tire and how they miss their flight – and their honeymoon.
Print – Launches June 24
Three print ads support the messages in both TV and radio. Two directly refer to leisure travelers and one print ad is directed at the business traveler.
Web site – Launches June 24
Flywichita.com has been re-designed to offer easier navigation and features a dedicated area that highlights the same stories in the campaign. Each campaign element drives people to the Web site to learn more about flight options and the affordable destinations at Mid-Continent.
Online Travel Booking Site Ads – Launch July 4 and August 1
The interactive strategy is to place banners on online travel booking Web sites where visitors are planning airline travel out of Kansas City. Messages similar to the print ads will appear on Orbitz.com, CheapTickets.com and Expedia.com.
Directional Billboards – Launch week of July 4
Travelers on the turnpike will see two messages. For those heading to KCI, they’ll see a message that they’d be on a plane already if they flew from Wichita. For those heading home, the message is they’d be home already if they flew from Wichita.
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