Consulting Group

Client: Portland International Jetport (PWM)

 

Overview: KDK has worked with PWM to encourage Maine travelers, both business and pleasure, to fly out of Portland. These campaigns have included TV ads, radio spots, and print and digital ads. We also supported PWM with banners, posters and trade show components.

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In addition to the traveling audience, we also worked with PWM to create an in-house, employee encouragement campaign to ensure that the internal audience experience was as positive as the external persona we hoped to convey.

 

Goals: To encourage travelers to fly out of Portland (PWM) instead of traveling to Boston. In spite of more than 13 non-stop flights per day and a ticket price of nearly 10% less than flying from Boston, Maine travelers were continuing to drive (or take bus/train) to Boston to fly direct into other hubs such as New York, Washington DC and Philadelphia. Our business and pleasure campaigns were aimed at changing the old mindset that Boston is cheaper and/or easier than Portland – when in truth it was quite the contrary.