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.

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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.

 
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