This hand-out flyer for Coyote Radio's Lunchtime Live, sponsored by the San Bernardino International Airport, won a Silver Addy Award in 2024.
The Sponsor's Background:
After its closure in 1989, Norton Air Force Base was reworked into the San Bernardino International Airport. Since 2011, the facility has been used primarily by United States Forest Service planes, fighting forest fires. In August 2022, SBD started operating commercial passenger flights.
The Sponsor's Goals:
1. Promoting SBD to San Bernardino County residents, in which the majority were unaware of the airport's new services.
2. Advertising their daily flight options with an extremely competitive ticket fare for one-way flights.
Research Key Points:
Along with advertising, our team did marketing research with SBD. Here are some of the key points:
- 88% of students live in San Bernardino and Riverside counties, 9% come from counties in Southern and Northern California, 3% come from other countries. (Source A)
- 16% of UC students in Southern California are out-of-state residents, meaning they moved from a different state for college. (Source B)
- For holidays like Thanksgiving, an estimated 6.58 million Southern California residents are expected to travel outside of their home counties, with 676,000 expected to fly. (Source C)
- In terms of traveling for vacation, residents of San Bernardino rarely participate in tourism. The average household income is $60,000 (D). For tourists visiting San Bernardino County, the per capita tourism-related tax receipts were $196 per resident in 2019 (E). This is the lowest per capita tax receipts among the Southern California counties compared. (Source D) & (Source E)
Solution & Live Event:
We defined the value proposition as affordable airfare, convenient parking, and expedited TSA screening. Our primary target audience consisted of students living on campus who were most likely to fly home during the summer and winter breaks. Our team started the campaign with on-the-air radio sweepers, flyers, and on-site tabling taking place near the dormitories.
At our September Lunchtime Live music event, we gave out a free pair of two-way tickets to San Francisco for a student and a guest, fit to their schedule. Requirements to enter were following our sponsor's Instagram account and sharing their post, in which it was shared 51 times.
