Growing Air Service, Growing Community Impact
Summary
In Traverse City, every arrival is part of the story—whether you’re landing in time for cherry season, wine tours, or fall colors. To grow air service and strengthen the visitor economy, Traverse City Tourism partnered with Cherry Capital Airport and Madden on a co-op campaign. We built a digital media strategy that promoted new flight routes while showcasing the region’s year-round appeal, turning airport growth into broader community impact.
Client
Port Aransas
Scope
Digital Media
Campaign Title
Co-op Brand Campaign
Results
$80K+
in gross booking revenue from Expedia ads
1M+
impressions on Mobilefuse
98K+
impressions on Tripadvisor ads
12K+
clicks across paid media campaigns
Partnering Together
Aiming to increase visitation from flight markets, Traverse City Tourism teamed up with its local airport, Cherry Capital Airport—the third largest in Michigan—to expand its reach through a cooperative marketing campaign.
Eye-Catching Creative
Madden’s creative team designed visually compelling assets to inspire leisure travelers and paired with the tagline “Make every moment Count, Fly Non-Stop,” underscoring how easy it is to travel to these picturesque spots.
Layered Media Plan
Madden’s media team developed an omnichannel plan to both build awareness and increase bookings. The plan included mobile ads, travel sites like Expedia, and Tripadvisor, as well as print ads in an in-flight magazine and in-flight WiFi. As an added layer, two influencers flew on direct flights to Traverse CIty and documented their experience on social media.
