CASE STUDY

Durant Regional Airport Branding

SITUATION BEFORE

  • Lack of accurate identity, not preferred or used
  • Moderate activity
  • Disconnected from tourism & economic development
  • Irregular social media presence

 

ACHIEVABLE OBJECTIVES

  • Increase fuel sales
  • Bring more people to the airport
  • Connect to the community
  • Encourage people to land, stay and play
  • Become perceived as an economic engine for Durant

 

STRATEGIC OPPORTUNITIES

  • Become the FAVORITE airport in the area
  • Stand out from other airports
  • Create an FBO experience like no other
  • Make it EASIER for pilots to choose DUA

EVALUATED AND IMMERSED

  • Studied airport history and heritage
  • Worked together to identify and prioritize benefits
  • Reviewed competing airports
  • Developed differentiation

 

RESULTS

  • Social media followers more than tripled / engagement skyrocketed
  • Website traffic more than quadrupled
  • Transient traffic increased
  • Airport activity increased
  • 40 email signups from the website
  • Launched event calendar with a highly successful first event
  • Self-sufficiency improved from past years - now operating in the black!
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