Atlantic City Airport

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With a footprint large enough to fit Philadelphia and Newark Liberty International Airports, Atlantic City International Airport was well-situated for growth –  but limited service led to stagnant passenger counts and unmet potential.

 

CHALLENGE

  • Atlantic City International Airport (ACY) was viewed as a minor airport primarily served by low-fare airline Spirit Airlines and charter flights for casino patrons.

  • ACY needed a communications program to complement its repositioning plan to attract new airlines, expand service, and attract consumer travelers across the New Jersey and Philadelphia metro region.

 

SOLUTION

  • Winning Strategies created a brand campaign – ACWhy? – to position the airport as an ideal option for travelers in the region.

  • Branding components included new roadway, lot, terminal and shuttle signs; new employee uniforms; and new collateral items to promote added air service and the website.  

  • An ACWhy? landing page promoted new airline service drove consumer engagement

  • Media relations publicized new airlines and routes, plus superior customer experience of ACY. 

  • Advertising featured travelers sharing the benefits of flying through ACY.

 

RESULTS

  • Visits to ACY’s Website – through the new landing page – increased 20%.

  • Media coverage of new service to Boston and Atlanta appeared on Philadelphia andNew Jersey broadcast television outlets, with regional print media and Associated Press coverage. 

  • Passenger counts at ACY achieved record levels:

    • In 2009, monthly passenger records were broken in August, November and December.

    • In 2010, the airport served 1.4 million passengers – the most in its history – and represented a 31 percent increase over 2009.

 

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