Take the pledge! yyxj yxj NORTH PEACE REGIONAL AIRPORT

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1 Take NORTH PEACE EDAC AWARDS SUBMISSION Organization: Economic Development Commission Contact Name: Jennifer Moore Project/Item Name: Take Pledge to YXJ Campaign Category: Events Date Project Began: April 26, 2013 Date of Completion: September 2013

2 Take Page 2 Project Brief The Regional Airport worked successfully to recruit a third carrier to service region. With explosion of industrial activity in Norast BC, growth of airport to facilitate development of business and industry, as well as, movement of workforce are vital to successful advancement of our communities. Photo Opportunities - Pledging Ceremonies Local government, business organizations, industry participants and community groups were asked to Take Pledge to Fly YXJ. Local media covered se ceremonies which created a buzz for campaign and raised awareness of benefits of flying local. The arrival of a third carrier opened up access to new markets, achieved competitive fares, and increased capacity for movement of passengers. In partnership between Regional Airport, Economic Development Commission and Vantage Airport Group, Take Pledge to Fly YXJ Campaign was launch in April. The campaign ran for three months and saw local governments, business organizations, industry participants, and community groups take pledge, committing to make Regional Airport ir first choice for air travel. The campaign saw a cross platform approach to engaging community, including: SOCIAL MEDIA PRINT & ONLINE ADVERTISING PRESS RELEASES & PHOTO OPPORTUNITIES TERMINAL & ONLINE SURVEYS A VARIETY OF PROMOTIONAL ITEMS Each of three carriers offered a flight prize as part of incentive to Take Pledge to Fly YXJ. The Pledge Pledging ceremonies included pledge recited from a scroll. Once pledge was completed, pledgers were asked to sign a pledge certificate (shown above). The certificates were n framed and given to each pledger to display at ir business or organization. The pledge reads: I pledge to make Regional Airport my rst choice for travel, I understand this commitment will bene t me, my family, my business, my community and my region.

3 Take Project Goal and Purpose The Take Pledge to Fly YXJ Campaign was launched to increase awareness of cost and time efficiencies in utilizing local airport over those 2, 4 and 8 hours away. The Regional Airport is an important part of infrastructure required to support massive resource based development in region and historically has been utilized primarily by industry and government. PLEDGE STATS - APRIL 26-JULY 27, Page 3 The arrival of new carrier with new destinations increased opportunity and affordability for residents and small business to utilize this important part of our infrastructure. This new service would only remain if locals were notified it was offered. The region had a goal of recapturing much of market (personal and business) that was travelling to Grande Prairie, Edmonton, and Prince George for ir air travel needs. Campaign Visuals Total Pledges 108 Written Pledges The campaign generated 676 written and online entries. Of 676 pledgers, 568 of m were direct page views to where pledgers used airport s online pledge form to take pledge. QR Codes on print ads and social media sites most likely attributed to se direct hits Online Pledges Be a superhero on your next business trip! Flying YXJ is fast, easy and convenient. We ll have you on your way in a flash! CITY CENTRE TO AIRPORT IN 8 MINS CONVENIENT SECURE PARKING 60 SECOND WALK TO TERMINAL FAST CHECK-IN Take Print Advertising Print ads increased awareness of cost and time efficiencies in utilizing Regional Airport over those 2, 4 and 8 hours away. Ads targeted personal and business travellers. QR Codes were placed on print ads so smartphone users had easy access to online pledge form on airport website. Traveling for business? Take express route! CITY CENTRE TO AIRPORT IN 8 MINS CONVENIENT SECURE PARKING 60 SECOND WALK TO TERMINAL FAST CHECK-IN Guy s hockey weekend? Oh yeah! Flying YXJ is quick, easy and convenient. Just breeze in and breeze out... CITY CENTRE TO AIRPORT IN 8 MINS CONVENIENT SECURE PARKING 60 SECOND WALK TO TERMINAL FAST CHECK-IN Flying YXJ is quick, easy and convenient. Choose to take advantage of... Take Why not choose express route? Flying YXJ is quick, easy & convenient. Take Find out how Website Banner Ads Rotating Banner ads were placed on community websites. The twitter hashtag #pledgeyxj was used on se banner ads to encourage pledgers to tweet y had taken pledge. #pledgeyxj #pledgeyxj #pledgeyxj

4 Take Page 4 Campaign Visuals Continued... Take Need to make a connection? Loose stress and relax :) Flying YXJ is quick, easy and convenient. Now deep breath in...hold it...brea out... re you go...you got it! Convenient daily service to... Edmonton, Calgary, Vancouver, Prince George, Kamloops & Kelowna Cinema Pre-Show Advertising Cinema pre-show ads were placed in Fort Nelson, BC to encourage travellers from that area to choose YXJ as a convenient and quick alternative over or airports. e ok! We to pledg We took j.ca w.yx a T ww e e RPOR North PeacAL AIRPORT Peac North ONAL AI REGION REGI Pledge Draw/Terminal Survey Airport travellers were asked to Take Pledge to Fly YXJ by entering a draw. Each entry form contained a Terminal Survey to gar information about each traveller s needs and habits. We took a Sticker Clings Sticker clings were distributed to businesses and organizations who took pledge. The sticker clings were displayed in shop windows to show support for campaign s message. Buttons & Coasters Buttons were distributed to pledgers after y Took Pledge to Fly YXJ. Coasters were distributed to restaurants & pubs. Coasters included a QR Code on back of coaster which directed public to airport s website where y could take pledge through an online pledge form. Vehicle Decals The entire airport fleet was decaled with Take Pledge to Fly YXJ logo. Local Media Coverage Free local media coverage of campaign and pledging ceremonies spanned across internet, newspaper and television news. This created more community awareness and helped spread message of campaign.

5 Take Page 5 Social Media $250 generated 63% of direct website hits! Take Pledge to Fly YXJ FACEBOOK STATS APRIL 26-JULY 27, Total Facebook Likes Take Take Pledge to Fly YXJ Take pledge to make YXJ your first choice for travel! Win one of three prizes to be drawn! For more details visit 34% of all pledges were likely Facebook generated. Twitter Page & Facebook Facebook and Twitter pages were branded with Take Pledge to Fly YXJ logo. Tweets and Facebook posts were made throughout campaign to encourage travellers to Take Pledge to Fly YXJ. Tweets and Facebook posts always included a direct link to online website pledge form on airport s website. The Twitter page utilized hastags such as #pledgeyxj and #YXJ. Pledge ceremony photos were posted to both social media sites throughout campaign, as well as winner of early bird draw and 3 final grand prize winners. News stories about campaign were also retweeted. The $250 Facebook ad campaign was well worth money, as 63% of all direct page entrances to came from Facebook referrals alone. Who are participants in this project? Who was involved in planning/implementation? Who is affected? 54% of Facebook Likes were converted to.ca visits. The average time spent re was 2 minutes, most likely taking pledge. Partners in campaign included: Economic Development Commission Airport Services Airport Society Vantage Airport Group Air Canada Central Mountain Air WestJet Encore 63% of all direct page entrances to.ca/fl came from Facebook referrals. Indigo Designs was responsible for visual identity of campaign, including all graphic design components, and management of social media channels. Indigo Designs worked with Internet Guys for website-based components of campaign.

6 Take What has been Impact of project? How effective has it been in furring economic development in your community? Identify any tangible and/or intangible results and value added. The Regional Airport has seen a 58.6% increase in passenger movements through airport in last six months of Passenger growth in Q is 61% over Q1 of has a forecast of 228,000 passenger movements this year. A true measure of increase will not be available until third carrier has been servicing Regional Airport for one full year. This growth has increased number of jobs directly related to air services sector in region and increased ease of access for many of fly-in/fly-out workers required for resource development in Norast British Columbia. Planning for development of airport lands has been moved ahead at a much faster rate than previously scheduled. CAPITAL EXPENDITURES 7M 6M 5M 4M 3M 2M 1M $2.4M 2013 Proposed $5.0M 2013 Actual $4.5M 2014 Proposed $6.5M Estimate Terminal expansions are eminent as holding room is often standing room only. Phases 3-5 of parking lot expansion will take place this year as lot is already at capacity majority of days. What has been truly amazing about numbers is that though we expected to recapture some market travelling to Grande Prairie, we have recaptured a good portion of that market. It was estimated that we had 40% leakage to or markets for air travel and this has been more than recaptured. Our primary carrier thought y would see a dip in ir passenger numbers but have actually seen an increase in ir overall passenger movements. The newest carrier is adding an additional flight to an existing market. Conversations are happening about which markets are next targeted for expansion of our scheduled service. STATS & FACTS 58.6% increase in passenger movement through airport in last six months of % Passenger growth in Q1 of 2014 over Q1 of % of air traveller market has been recaptured. 228,000 passengers movements forecasted in Page 6

7 Take Page 7 Is this project replicable or transferable? Can it be adapted for use in or communities? What lessons have been learned? This project is 100% transferable to or communities and for a variety of projects. We would not likely utilize it again for a campaign in near future but as our communities grow and we see local infrastructure grow along with it, it would be an effective tool to increase awareness of some of our publicly owned assets. The biggest lesson learned from this would come from short time frame. The announcement of WestJet Encore service and new Q400s from Air Canada came very close to launch of Take Pledge to Fly YXJ Campaign. If a longer time frame was available, we would have been able to roll out a more comprehensive plan for engaging community. We were able to be effective with our short time frame due to strong relationships with media and community partners. In what ways is this project innovative or creative? We created awareness of increased and more competitive air service from our regional airport through a fun, interactive campaign. Due to scheduling and cost, locals often did not even consider Regional Airport for travel for personal or business travel. A simple marketing campaign in a community that is incredibly busy would have had little effect. The team agreed that something different would have to be launched in order to capture attention of marketplace. Project Budget ITEM DESCRIPTION COST IN KIND PORTION Print Advertising Web & Design Services Alaska Highway, Norast & The Pipeline News, Chamber of Commerce Magazine, Alberta Venture - June Issue, Alberta Oil - October Issue Fly YXJ webpage online survey, and entry forms. Behaviour survey - baseline and follow-up 13, , , Print & Supplies Clings, signage, paper entry forms, buttons, pledge collectables, coasters Livery for Staff Vehicle Fly YXJ livery for staff vehicle for pledge events Corporate Wear Uniform shirts for pledge ceremonies and events Prizes & Swag 3 sets of airline tickets from carriers and early-bird luggage prizes , Volunteer Administration of pledges and manning of Take Pledge tent at Fort St. John Air Show 2, Total Campaign Tactics Net Campaign Expense $25, $40, $15, Are re any or relevant details not covered or specific to your category? The community pride piece of this campaign became clear after contest closed. When analyzing results we found something that community should celebrate. The contest component of Take Fly YXJ Pledge Campaign was intentionally not advertised anywhere, with exception of draw box at Regional Airport. Over 85% of individuals who took pledge did so online and y were not aware of potential rewards for ir commitment until after y had taken pledge. The people of region demonstrated ir sense of ownership of this important infrastructure and are committed to supporting future development of Regional Airport.