Long Island MacArthur Airport has recently revealed a media campaign to launch the facility's new slogan, a new website, and a five-year strategy to increase airline capacity.
Most airports and airlines act independently to offer their services to the same markets, so the idea of the airport, airlines, and community working together is a new one, and one it is hoped will yield good results for everyone concerned.
The most visible part of the plan is a paid media campaign. The campaign features ISP's brand-new motto ‘Stress Less . . . Pay Less’, and is the result of consumer research, industry knowledge, and local stakeholders' input. In addition to the new slogan, a new landing page for the website (FlyMacArthur.com) has been created, and advertisements are appearing on platforms of the Long Island Rail Road. Also, ads are created in digital media, as well as being display in Print, on the radio, and on the sides of buses.
Angie Carpenter, Islip Town Supervisor, has worked on the program for the past year, conducting surveys, carrying out consumer research, and meeting with stakeholders, trying to identify the best way to influence airlines and their customers over time. The airlines said they focus on airports where they believe their financial goals will be exceeded, so Carpenter wants to convince them MacArthur will be profitable for them.
Efforts like this can benefit if officials use Brochures to enhance the campaign already in place, distributing them in and around Central Islip.
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