It’s no secret the airline industry is highly competitive. The Colorado Springs Airport (COS) needed to find a creative way to reposition its brand with airlines and the community to grow inbound travel and reduce leakage to other regional airports. When COS put out a call for a new marketing strategy, D Custom joined forces with The Quotient Group and Seabury APG to offer the airport a robust solution to increase traffic and contend with the competition.
We wanted to grasp a complete understanding of COS’ current state, so we conducted a SWOT analysis, an assessment of current marketing tactics, and extensive market research, including surveys with travelers and local businesses and a leakage study. We hosted a branding workshop with COS’ top decision-makers, presenting our research along with strategic marketing recommendations covering brand vision, channel opportunities, target personas, brand standards, key messages and proof points, content themes, air service best practices, and KPIs. Using this information, we helped COS develop a digital and social media marketing strategy to amplify its messaging.
We combined our market research, marketing recommendations, and digital media strategy to create a phased execution plan for implementing our recommendations. Additionally, we provided creative briefs and proofs of concept for three example umbrella campaigns that would resonate with all target audiences and be consistently executed across all channels.