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56 Marketing Guidebook for Small Airports
7.4.4 EXAMPLE--HARRISBURG, PENNSYLVANIA, ENGAGES THE BUSINESS COMMUNITY
One example of an awareness program focused on the business community comes from Harrisburg,
Pennsylvania. There, the airport persuaded a major carrier to reduce fares and then heavily marketed the lower
fares by
· Conducting press conferences,
· Hosting dinners aimed at travel agents, and
· Buying billboard, radio, and other advertisements in the regional media.
The campaign not only highlighted the availability of lower fares, but also stressed that the business commu-
nity would either "use or lose" those fares. The message was that the program would succeed only if travelers
supported the local airport (see Exhibit 7.5).
Every airport engaged in marketing campaigns to reduce diversion can look at Harrisburg's experience and
then customize a message to speak directly to its local audience.
Exhibit 7.5--Example of Harrisburg, Pennsylvania's Website Campaign to Engage
the Business Community.
"South Central Pennsylvania is the fastest growing region in PA
and is an emerging player on the international stage. By working
together the HIA (Harrisburg International Airport) Travel Network
can help realize the tremendous potential of this region.
Record high gas prices, pending mergers and bankruptcies are
leading to air service cutbacks at cities throughout the country.
With your help by continuing to purchase tickets on the airlines
flying to and from we can encourage these airlines to maintain
the levels of service we have today and grow levels of service
to and from our region in the future!"
The Antidote to the Big Airport
Harrisburg International Airport
Source: Harrisburg International Airport
7.5 IMPORTANCE OF A POWERFUL EXECUTIVE SUMMARY
Every marketing plan should also have a powerful executive summary. A good executive summary keeps
everyone on track and motivated. The summary should be a persuasive call to action and a power advertise-
ment for the airport's marketing program.
The executive summary should be treated as a dynamic document. Revise it as needed. As the airport enters a
new phase of the marketing campaign, add a summary of what was accomplished in the last period and how
this new phase of activity is different.
