Traverse City Tourism
Cherry Capital Airport Co-Op
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Situation
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. Together they tagged Madden with developing ads and a media plan that would target audiences in direct flight markets and increase air travel to the destination.
Approach
Traverse City has a lot to offer travers—from stunning natural beauty along Lake Michigan to scenic vineyards, and sprawling golf courses. With this in mind, Madden’s creative team got to work designing visually compelling assets to inspire leisure travelers. These images were paired with the tagline “Make every moment Count, Fly Non-Stop,” underscoring how easy it is to travel to these picturesque spots. Each ad also included the logos for both Traverse City Tourism and the Cherry Capital Airport.
Madden’s media team developed an omnichannel plan that included mobile ads to build awareness and consideration, as well as Expedia, and Tripadvisor to increase bookings. The plan also generated awareness among travelers through print ads in United Airlines in-flight magazine and in-flight WiFi. As an added layer, we brought in two influencers who flew on direct flights to Traverse CIty and documented their experience on social media.
RESULTS
Partnering together was a success for Traverse City Tourism and Cherry Capital Airport. With the same goal of increasing leisure travelers from flight markets they were able to split costs to create a robust campaign.
Expedia
- 137.5K Impressions
- $80.7K Gross Booking Revenue
Mobilefuse
- 11,ooo Clicks
- 1 Million+ Impressions
TripAdvisor
- 149 Clicks
- 98,196 Impressions
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.
