We Make It Easy

The Sarasota Bradenton International Airport (SRQ) is a regional international airport serving five Florida counties: Sarasota, Manatee, Hardee, DeSoto and Highlands. Considered as a secondary travel choice to Tampa International Airport to the north and Southwest Florida International Airport to south, SRQ suffered from a tremendous amount of leakage to these alternatives. In fact, nearly 70% of those who traveled to and from the five-county service area chose TPA alone.

For the first time in 15 years, SRQ had undergone a recent branding process with another firm. But while the airport was reasonably satisfied with the logo and design work provided, they believed that they needed a company that was familiar with airport marketing and acquainted with its potential economic impact in the community to fully execute the new brand in a comprehensive and effective manner and develop campaigns to deploy it across various marketing segments and channels.

Leveraging the work of the previous marketing firm, a thorough analysis was conducted of SRQ performance statistics, market situation and competitive set. Based on that review, campaigns were developed to address three markets: in-bound leisure and business travelers, out-bound leisure and business travelers, and airlines. The overarching message to each target was that “We Make It Easy.”

To in-bound travelers, “easy” meant that SRQ was closer, requiring less drive time. To out-bound travelers (local area residents), it meant that it was simpler to get in and out of the local airport’s location than its competitors. Finally, the campaign to airlines communicated the ease of doing business at SRQ because of their services, depth of knowledge regarding the needs of the market, and incentives that enhanced profitability.

Services Provided:

• Marketing Strategy
• Advertising
• Public Relations
• Website Development
• Digital Marketing
• Sales Development Strategies
• National Positioning Strategy
• Vis-à-vis Alternatives