BOSTON. GATEWAY TO NEW ENGLAND UNITED KINGDOM CAMPAIGN
OBJECTIVE: Develop a strategy to promote Logan Airport to the consumer and travel trade as the preferred gateway to the region of 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.
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.