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FlyORH: Good Marketing Is Key to Higher Loads at Worcester Airport

Thursday, April 03, 2014

 

JetBlue has got a great service on its hands—now it needs to do a better job of telling people about it.

Fort Lauderdale is a major destination for JetBlue and is in fact one of their 6 focus cities, which means that JetBlue will have a rather large presence and a lot flights:

  • Boston
  • San Juan
  • Long Beach
  • NYC-JFK
  • Fort Lauderdale
  • Orlando

 

Another way to look at it is that these cities are hubs for JetBlue. In particular, Fort Lauderdale has become a major destination to connect to the Caribbean and Latin America. I would think that would be the major reason for JetBlue changing the Fort Lauderdale flight to the morning effective May 1.

Here are the cities that you can reach from Worcester through Fort Lauderdale:

  • Nassau, Bahamas
  • Punta Cana, Dominican Republic
  • Santo Domingo, Dominican Republic
  • San Juan, Puerto Rico
  • Montego Bay, Jamaica
  • Bogota, Colombia

 

For example, if you wanted to go to Nassau from May 9 and return to ORH on May 16, the total cost would be $461, including taxes. My point is that we need to start marketing more then just daily flights to Orlando and Fort Lauderdale.

Ask yourself this: Did you even consider Worcester as an option to any of these 6 destinations? Next time someone tells you we should have a flight to a hub, please tell them we do have a daily shuttle to a hub that will enable you to connect to the Caribbean and Latin America.

Again the topic of this column is that marketing of ORH. All the pieces are in place; let’s do a better job marketing ORH! Here are some ideas to make people aware:

  • David Ortiz telling people to visit the Dominican traveling out of Worcester.
  • For the hundredth time, the digital billboards on Route 290 and Route 146 are awesome.
  • Reach out to these destinations to advertise in Central Mass.
  • Miles program specifically tailored to Worcester Airport.
  • Airport needs a spokesperson!

 

Now that would be a great contest—who should be the spokesperson for ORH?

 

Bill Randell is the President of Advantage Benefits, an insurance brokerage house specializing in employee benefits with an emphasis on health insurance, based in Worcester since 1992. He can be contacted at [email protected] or follow him on Twitter (@FlyORH).

 

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