BOSTON. GATEWAY TO NEW ENGLAND UNITED KINGDOM CAMPAIGN

UK Bus with Boston ad
  • Objective

    Develop a strategy to promote Logan Airport to the consumer and travel trade as the preferred gateway to the region and the United States.

  • Program

    The airport was positioned using the city’s name and “Gateway to New England”. A campaign was developed that did not portray the “traditional” New England.  Two year campaign included advertising, public relations and direct sales.

  • Results
    • Air service to Boston went from 5 daily flights to 10 daily flights.
    • The number of UK tour operators using Logan as the Gateway increased from 88 to 114.
    • Inquiries increased 300% over previous year.
    • Visitors from the UK increased by 10% the first year and 15% the second year of the program.