• A new brand launch for a new service, Fly Salem
  • A new brand launch for a new service, Fly Salem, meant a campaign developed around a cohesive design.
  • A new brand launch for a new service, Fly Salem, included a billboard ad.
  • A new brand launch for a new service, Fly Salem, was a multi-media advertising campaign.

CASE STUDY

CLIENTFly Salem

MARKETLocal airline

PROGRAMFly Salem

New air service creates community buzz.

Created and launched a vibrant identity and multi-media advertising campaign around the "Fly Salem" theme.

Business

New daily passenger airline service in Salem, Oregon.

Audience

Business travelers in the mid-Willamette Valley and central Oregon coast; other travelers who want to avoid crowds and parking costs at the Portland airport.

Challenge

Build excitement for the new service quickly; create a high-impact, multimarket campaign within a specified budget; educate audiences on location of airport (and ease of getting to it).

Optimized

Create a vibrant brand identity around the campaign theme, “Fly Salem;” plan a multi-media advertising campaign to maximize reach; develop creative for the campaign, including a dual-purpose flyer/newspaper insert, magazine ads, radio and cable spots, luggage tags and stickers for giveaways, and billboards (placed en route to the Portland airport from target markets).

A new brand launch for a new service, Fly Salem, included a flyer.A new brand launch for a new service, Fly Salem, included marketing materials to get the word out.

 

Results

Flights booked at 66% of capacity in the first month of service, 80% in the second month and close to 100% in the third month; a “buzz” among business travelers and others in the target markets.

A new brand launch for a new service, Fly Salem, centered around a branded design.

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Work