numbers on commercial airlines. He says his focus is on raising awareness among the general public and encouraging more people to use the airport.“People had a snapshot in their heads that was probably taken in about 1998, where they still think there are two or three destinations, and the prices are always higher here than they are at bigger hub airports,” he admits. As part of the effort to change this perception, Boyd employs a mix of traditional and digital marketing strategies, including web advertising, and targeted commercials on streaming platforms like Apple TV and Roku. Boyd says Facebook remains a useful tool for reaching the public, but the focus is primarily on digital outreach to connect with potential travelers and promote the airport’s offerings. “A large part of our marketing effort, really, since we’ve occupied our current terminal, which we opened in 2009, was to try to make the airport a part of the community. 7 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 09 SPRINGFIELD-BRANSON NATIONAL AIRPORT
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