"Airport marketing campaign lands on airwaves and buses"

Friday, October 29, 2004

Airport campaign lands on airwaves and buses 
By Janene Scully
The Lompoc (CA) Record
 
 
Already on the airwaves, the campaign to get people to fly from the Santa
Maria Public Airport could soon be launched aboard buses.

The district's marketing consultant, John Sorgenfrei, from Tom Jones and
Associates in San Luis Obispo, revealed the advertising plan to the Santa
Maria Public Airport District Board of Directors Thursday night. 

The theme is to "fly Santa Maria" to avoid the stress of driving to Los
Angeles, and the campaign touts the benefits of using the local airport, he
told the board. The bus banners will use faces of different people with
various levels of grimacing expressions for choosing Los Angeles over Santa
Maria's free parking and easy-to-access terminal.

"I don't know about you, but I certainly had this look on the 405 freeway
once or twice," Sorgenfrei said.

The nearly $89,000 program will use television, radio, newspaper and bus
advertising over approximately nine months. The remainder of a federal grant
to improve air service will fund 90 percent of the program, with district
money covering the rest of the costs.

As they reviewed the proposal, board members repeated their frustrations at
airline ticket prices, citing a resident's experience purchasing tickets
between Santa Maria and Los Angeles.

A Santa Maria departure was nearly $330 more than the same flight from Santa
Barbara. Both trips would have used the same United Express flight from Los
Angeles to Las Vegas.

"Somebody's pulling somebody's leg," said Director Dick Hulme. "Everything's
the same except the rate."

General Manager Gary Rice said the airlines use sophisticated computers that
adjust airfares. If another airline that serves Santa Barbara adjusts its
prices, United follows suit, but usually only in that market.

Since Santa Maria is served by just one airline, those adjustments often
don't occur. That's one topic Rice said he intends to take up with a United
Airline official during a meeting next month at the firm's headquarters.

"This is certainly nothing new," said board President Jim Klucker. "We've
been fighting this battle since I've been here."

Last year, the district's infomercial promoted the use of Santa Maria's
airport and helped boost ridership, Sorgenfrei said.

"This new campaign is very similar," he said, adding it homes in on those
who drive to Los Angeles instead of using Santa Maria's airport.

A radio commercial now airing notes that using the local flights
demonstrates a demand for service and assists when officials try to recruit
new airlines.

"It's a good spot," Klucker said.


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