In air service development, there’s a simple formula for growth: more butts in seats = more flights. It’s the insider phrase airlines use when deciding where to expand service, and at RST, we’re bringing that phrase into the public conversation — with humor, heart and a whole lot of momentum.
Flocal’s Strong Foundation
Last year’s Flocal campaign—short for “Fly Local”—proved that fun, quirky, and memorable messaging works. Instead of glossing over challenges like limited flight options and airline “leakage” (when local travelers book out of other airports), we tackled them head-on. The result? People across Southeast Minnesota now recognize and use the word Flocal, and there is greater awareness that we need to fill our existing flights in order for the airlines to see the demand and give us more.
The campaign helped put RST on the map in a fresh, fun way—even earning a prestigious Telly Award for its creativity and impact. (Flocal Campaign Wins Telly Awards)
Enter Flocal 2.0: More Butts In Seats
With that foundation in place, we’re taking things up a notch. Flocal 2.0, dubbed the Butts in Seats campaign, brings a well-known airline metric—load factor (how full each flight is)—into the public conversation in a clever and family-friendly way. The closer RST gets to its optimal load factor of 85% (instead of our current average of 76%), the better positioned we are to attract new direct routes and more frequent flights.
The campaign’s tone is welcoming and clever. On bus wraps, billboards and videos, we’re leaning into playful messaging like More Butts = More Flights, Your Butt Here, and Your Butt Can Make a Difference. The campaign’s call-to-action is clear: choose RST, fill the seats and watch opportunities for our region take off.
30 Days In: The Buzz Is Real
In the first 30 days of launching Flocal 2.0, the campaign has already generated more than 650,000 impressions and over 153,000 video view plays on Facebook, Instagram and YouTube. That’s a lot of eyeballs—and conversations—about why flying local matters.
“People are noticing, talking and sharing,” said Mary Gastner, RST’s Marketing Communications Manager. “That’s exactly what we set out to do. The more buzz we create, the more travelers choose to fly from RST and the closer we get to filling every seat. Ultimately, that’s what convinces airlines to add more flights.”
Looking Ahead
With the campaign already sparking attention, RST is continuing to build on its community-driven brand. Just like the original campaign, this one is designed to make people feel part of something bigger: supporting their local airport and securing the future of air service in Southeast Minnesota.
Want to learn more about the campaign’s origin story? Check out Flocal Campaign Gains Altitude. And next time you’re booking a trip, remember: the best way to help RST grow is simple—put your butt in one of our seats.
