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Mobile Airport Authority Launches New Advertising Campaign for Mobile Regional Airport According to Bill Sisson, Mobile Airport Authority, Executive Director, “the ultimate solution to improving air service at Mobile Regional is to fill planes - this will entice airlines to add new or enhanced service. Additional air service allows existing businesses to grow and attracts new businesses and conventions to our area. Together we have the power to transform our airport and thus continue to improve our city and region. With this campaign, we are asking for our community’s help in that effort.” The airport’s new campaign is in part the result of research conducted for the Mobile Regional Airport by Red Square Agency and New South Research in late 2009. Research indicated that air travelers’ main concerns were fares, amenities, customer service and access. “I FLY MO” will showcase how the airport is working to improve all of those things and how the community can play a role in our continued progress simply by flying in and out of Mobile Regional. The campaign emphasizes the tangible and intangible, emotional and often priceless benefits of our hometown airport. “This campaign simply starts the conversation. With the help of our Chamber’s Air Service Development Task Force, Community Leaders and Authority Employees, we can continue the conversation and continue to educate patrons about the benefits of supporting their hometown airport. This is a long-term effort that will continue to evolve.” said Mobile Airport Authority, Director of Aviation, Thomas G. Hughes. “That is why the Campaign Unveiling is so essential. Our community, through their support and ability to educate others, has the power to move our effort forward. Therefore, before we launch our campaign, we want to involve and ask for the support of Mobile and Baldwin County leadership,” said Richard Davis, Mobile Airport Authority, Chairman of the Board. The main hurdle to increased use of Mobile Regional Airport, historically, has been air fares. Airlines, not airports, have the power to set fares. However, the Mobile Airport Authority can and does communicate opportunities to airlines. The Authority is in contact with airlines of all scopes and niches and communicates opportunities for new and enhanced service as it sees them. The more air service in a market, the lower the fares as more low-fare seats become available; competition also increases, putting downward pressure on fares. By supporting Mobile Regional Airport, even when fares are slightly higher, passengers support the growth of their hometown airport, not an airport located in a different state. Long-term this guarantees growth by improving Mobile’s chances of securing service aboard new airlines or incumbent airlines to new destinations. “We are asking patrons to check fare and flight information out of Mobile before heading to another airport,” said Mobile Airport Authority, Director of Aviation, Thomas G. Hughes. In response to the research and to improve our passenger experience, many projects have been undertaken over the past year. Projects include the installation of new, brighter lighting and ceiling tiles throughout the airport, the addition of modern furniture, landscaping of airport grounds and the repaving of all public parking lots including the addition of new ticketing equipment and larger signage. To further improve the passenger experience, Mobile Regional also offers free wireless internet service. According to the Mobile Airport Authority, Executive Director, Bill Sisson, “MAA’s goals for the airport remain on track: to provide a safe, comfortable and reasonably attractive airport environment; to offer the level of air service the community deserves; and for the community to adopt our hometown airport.” |
