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.

​​​

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.