MELBOURNE, Fla. (June 23, 2010) — Melbourne International Airport and US Airways have announced what is believed to be the single largest private marketing investment in Brevard County tourism – dedicated to boosting the Space Coast as a destination.
The airline, which resumed daily flights to Melbourne less than six months ago, is partnering with the City of Melbourne and the Space Coast Office of Tourism in a comprehensive, six-month marketing campaign that combines nearly $200,000 in local dollars with a more than 2-to-1 match from US Airways.
“We and US Airways recognize the enormous potential of our new partnership,” said airport Executive Director Richard A. Ennis, CPFO, “and we’re proving – in dollars and other resources – that this will be a lasting, productive relationship.”
US Airways officials say the new marketing push is the right move at the right time.
“Cooperative marketing has long been successful for both US Airways and our partners,” said Kevin Jackson, US Airways’ managing director of consumer and partnership marketing. “Melbourne already is a popular business and leisure destination, so it only made sense to expand our marketing to the Space Coast.”
Space Coast Office of Tourism Executive Director Rob Varley agreed.
“The marketing project has the potential of bringing thousands of new visitors to the Space Coast,” Varley said. “US Airways is opening new markets and generating positive economic development for the Space Coast. They are a much welcomed and valuable new asset to the Space Coast travel industry.”
The new effort combines print, e-mail, online and in-flight advertising to strategically reach a wide spectrum of travelers. The local contributions will be $99,475 from the Space Coast Office of Tourism and $100,000 from the City of Melbourne.
The partnership brings an immediate benefit to consumers: US Airways is offering 1,000 bonus miles in its frequent-flyer Dividend Miles program for coach travel and 2,000 bonus miles for first-class travel to and from its hub in Charlotte, N.C. Travel must be booked by August 1 for travel between now and September 1 to qualify for the bonus miles.
“These bonus miles are expected to be a major draw for business travelers,” Ennis said.
The campaign geo-targets online marketing vehicles to reach the Boston, New York City, Washington, D.C., Baltimore, and Charlotte, N.C., markets.
Local funding of the new project is in addition to the $500,000 in marketing approved by the Melbourne Airport Authority in April. But that earlier commitment by the airport played a role in the new US Airways campaign, Ennis said.
“I believe the board’s action to approve the additional $500,000 in April was recognized as the airport’s continuing commitment to invest in airlines serving Melbourne,” he said. “We invest in them, and they invest in us. That’s the foundation of a great partnership.”
About Melbourne International Airport
Melbourne International Airport serves east Central Florida, including Brevard and Indian River counties, and is responsible for generating more than $1 billion per year in economic activity. The airport, which has three runways and a 200,000-square-foot terminal, currently serves Delta Air Lines, Delta Connection, Direct Air, US Airways and Baer Air. For more information, visit www.flyorlandomelbourne.com.
About US Airways
US Airways, along with US Airways Shuttle and US Airways Express, operates more than 3,000 flights per day and serves more than 190 communities in the U.S., Canada, Mexico, Europe, the Middle East, the Caribbean, Central and South America. The airline employs more than 31,000 aviation professionals worldwide and is a member of the Star Alliance network, which offers its customers more than 19,700 daily flights to 1,077 airports in 175 countries. Together with its US Airways Express partners, the airline serves approximately 80 million passengers each year and operates hubs in Charlotte, N.C., Philadelphia and Phoenix, and a focus city in Washington, D.C. at Ronald Reagan Washington National Airport. And for the eleventh consecutive year, the airline received a Diamond Award for maintenance training excellence from the Federal Aviation Administration for its Charlotte hub line maintenance facility. For more company information, visit usairways.com.