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| An Elvis impersonator entertains a fan who is ready to
take Allegiant Air’s first flight from Fort Wayne to Las
Vegas. | | |
Last
year, advertisements told you where you could end up if you took a flight out of
the Fort Wayne International Airport.
This year, they
likely will tell you how important the airport is to the
community.
A new long-term marketing plan is under
consideration for the airport that will include support for the commuter
airlines flying to the facility and industrial and commercial development around
it.
Tim Borne, chairman of the airport’s new
advertising firm, Asher Agency, said part of the focus will be winning over
travelers heading to Indianapolis or another airport because the fares are
lower.
Borne said Fort Wayne International Airport has
become an underappreciated asset.
“We know business
travelers are fairly loyal about flying out of Fort Wayne,” Borne said. “Leisure
travelers are looking for the lowest price. We emphasize the value (the airport)
has on the community.”
Airport officials landed a big fish
when Allegiant Air agreed to come to Fort Wayne. The low-cost carrier started in
February with flights to Orlando and the Tampa, Fla., areas. On March 2, the
carrier celebrated its first flight from Fort Wayne to Las Vegas with an Elvis
impersonator and Las Vegas showgirl performing in the terminal just before the
early morning departure.
Allegiant’s arrival was
significant after ATA ended its Fort Wayne flights in 2005 after a short
stay.
American Eagle, an affiliate of American
Airlines, also announced additional daily flights to Dallas and Chicago’s O’Hare
International Airport beginning April 10. And another low-cost carrier, AirTran
Airways, included Fort Wayne in a poll for potential new
destinations.
More competition at the airport could
lead to lower fares and more travelers. Borne said travelers also have to
realize going to another city to fly adds to the cost of that lower ticket
price.
“Every time someone flies out of Fort Wayne it
is good for the airport,” he said. “I think (we) need to raise the level of
awareness.”
Asher Agency received the airport contract
after LaBov & Beyond Inc. did not pursue a renewal of its deal. Asher
already has designed billboard advertising for American Eagle and is involved in
implementing Allegiant’s local marketing, Borne said. Both campaigns will
include newspaper and billboard advertising. American also will air some of its
ads on local radio.
The American print ad plays on the
company catering to Fort Wayne fliers’ demands for more
flights.
Supporting the airlines flying into the
airport with advertising is not new, said Dave Young, vice president of air
services for the Greater Fort Wayne Chamber of Commerce. He said last year’s
campaign meant to overcome the perception that travelers could not get anywhere
from Fort Wayne will end. Young said the ads created some buzz, but a new
strategy will be created.
The integrated marketing
plan for the airport also will include the industrial land in and around the
airport complex that is available for development.
The
final plan still is being considered. Young said he did not know when it would
be approved.
