ACI-NA Data Conference: Forming Community Partnerships

Transcription

1 ACI-NA Data Conference: Forming Community Partnerships

2 There is a difference between Northern and Southern Nevada

3 Where is Reno-Tahoe? RNO is Centrally Located on the U.S. West Coast 3

4 Reno-Tahoe Physical Location RNO is located: Further west than Los Angeles Further north than San Francisco At the crossroads of two major highways 132 miles from Sacramento 448 miles from Las Vegas 4

5 Closer to Beijing than the Los Angeles Basin What Does This Mean to the Carrier? One- and Two-Day Truck Transit Range Distance Difference: 300 nm B Fuel Burn: 3,200 gal/hr B Max Cruise: 584 mph Fuel requirement difference: 1,644 gal Additional Fuel Cost: $3.00/gal **NOTE: This additional cost is only related to fuel cost, and does not include other operational costs. Also, this does not include any airborne delays for traffic congestion or weather. PEK-RNO: 5,132 nm PEK-LAX: 5,432 nm 5

6 RNO Air Service 62 Daily Departures 7,399 Available Seats 16 Destinations 6

7 RNO Catchment Area Total Population: 1.2 Million 7

8 America s Adventure Place Great outdoors plus Nevada-style gaming and entertainment 8

9 World Class Ski & Golf Resorts Orbitz Insider: Lake Tahoe #1 of Top 10 Most Popular Ski Resorts 18 World Class Resorts to include: Alpine Meadows (Family Favorite) Heavenly (Vail Resorts) Kirkwood (Most Annual Snowfall) Northstar Resort (Ritz-Carlton) Squaw Valley (Resort at Squaw Creek) 35 Golf Courses to include: Montreux: Home of PGA Legends Reno/Tahoe Open Edgewood: Home of the American Century Celebrity Golf Championship 9

10 Only Bowling Stadium in the United States United States Bowling Congress (USBC) Approximately 150,000 visitors to Reno each year for next 5 years Held February through June Contracts confirmed in Reno through

11 RTIA Marketing Mission Statement The marketing mission statement of Reno-Tahoe International Airport (RTIA) is to: Increase the level of passenger and cargo air service at RTIA by focusing on and collaborating with community stakeholders to define critical markets and together aggressively pursue them. 11

12 The Catalyst Behind the Regional Marketing Committee In 2001, the Airport Authority recognized the need to better bring together public and private organizations and businesses in order to: Contribute marketing dollars and expertise as an air service incentive Position the Reno-Tahoe region as one destination To increase and maintain quality air service to and from RTIA 12

13 Primary Goal Sustain existing flights and grow air service from new and existing markets to increase passengers into the Airport through RMC funds and destination brand marketing efforts. 13

14 Bottom Line Airport Goal: Market for Air Service Community Goal: Get Butts in Seats! Marketing Efforts Long Term vision Methodical Build sustainable markets Strategic Tactical Aggressive Immediate Fire-fighting 14

15 RMC Consists of Regional Members 15

16 Regional Marketing Committee (RMC) Members Carson City Convention & Visitors Bureau Harrah s Reno and Lake Tahoe Incline Village/Crystal Bay Visitors Bureau Lake Tahoe Visitors Authority Nevada Commission on Tourism North Lake Tahoe Resort Association Regional CVBs Hotel Properties Ski Consortium Airport Reno Properties (Atlantis, Grand Sierra Resort, John Ascuaga s Nugget, Peppermill, Sands Regency) Reno-Sparks Convention & Visitors Authority Reno-Tahoe International Airport Ski Lake Tahoe Tri-properties (Eldorado/Silver Legacy/Circus Circus Additional grant support from Reno-Tahoe Territory 16

17 Objectives Increase visitor demand to the Reno-Tahoe region by creating awareness of the year-round destination. Support Airport efforts to develop new nonstop air service from all markets with marketing and promotional funding assistance. Identify and develop ongoing partnerships with specific airlines that are a good strategic fit for the Airport and the region designed to increase and maintain air service. Promote the Reno-Tahoe destination in all marketing efforts. 17

18 Consortium Benefits Leveraged marketing value Promote air service messaging Direct program participation Access to RMC sponsored events and activities Annual collective budget of $800,000 Unused funds can be rolled over and accumulated RNO contributes $50,000 per year Total Expenditures since Conception: $3.5M 22 Different Co-op Marketing Programs 18

19 Various Southwest Airline Programs Chicago-Midway Campaign Summer 2003 In-Airport Poster Winter 2004 Rapid Rewards Insert BWI One-Stop Airport Billboard PHX/OAK Airport Billboards 19

20 2005 Winter Delta ATL-RNO, In-Flight Magazine (Two-page Spread) RMC Programs 2005 Continental Times Square Spot US Airways Cocktail Napkin 2005 Winter US Airways Fall 2003 Alaska In-Flight Ad 20

21 Use of Creative in More Than One Program 21

22 Southwest Chicago-Midway RMC Efforts Rapid Rewards In-Airport Promotion FlyRenoTahoe.com Landing Page RMC Regional Direct Mail piece SWA Billboard at Chicago-Midway Promotional Sweepstakes Chicago Billboard Southwest Airline Efforts Southwest Co-op: Billboard, radio, newspaper Rapid Reward: Direct blasts, Rapid Report In-Airport Promotion: banners, posters, Spirit Magazine FlyRenoTahoe.com Landing Page Media Dinner Promotional Sweepstakes Magazine Spread, In-Airport Poster 22

23 Alaska/Horizon Program Frequent Flyer 2009 E-Marketing Campaign Special rate offered for travel from Portland, Seattle and Los Angeles FlyRenoTahoe.com landing page with offers and details 17 destination partners provided offers Customized partner specific HTML e-blast templates and partner website banner ads 23

24 Example of Program Results Southwest Airline Billboards at both PHX and OAK Airports PHX RNO Nov 2004: up 7.2% Dec 2004: up 4.4% Jan 2005: up 13.7% OAK RNO Nov 2004: up 5.9% Dec 2004: up 6.5% Jan 2005: up 12.9% Increase in Loads WITHOUT Adjusting Yields 24

25 Manage Expectations Balance marketing with analysis Keep members abreast of changes in market conditions Be realistic 25

26 RMC Funds Innovata Interactive Flight Mapping Tool Tool can be used by ANY regional entity, RMC member or not 26

27 RMC Partners Utilize Mapping Tool 27

28 THANK YOU! 28