A playful new marketing effort for Rochester International Airport took flight this summer with the launch of the “Flocal” (Fly Local) campaign.
The gist of Flocal is that each time an area resident chooses to fly through RST, they are helping to fill the airport’s current flights. This makes RST more appealing to airlines considering adding new direct routes from Rochester to more cities.
“We’re highlighting that the airlines decide which flights we can offer, not us. We need to show the airlines that people in Rochester and southeast Minnesota want to fly out of RST,” said John Reed, RST’s Executive Director. “Travelers who Flocal essentially become a copilot in our airport’s growth and vitality.”
Department of Transportation data shows that there are more than 1.1 million passengers who live near RST and travel on a regular basis but only 14% of those passengers choose to fly out of RST. Airport analysis of this data shows that if local travelers shift to flying out of RST even 5% more, the airport could gain two more flights per day each way, adding several wide-ranging direct flights across the country.
The slightly mischievous Flocal campaign features ads on billboards, buses and digital platforms, as well as videos on social media. Flocal applies to all kinds of travelers from southeast Minnesota – individuals, families and those flying for business.
“I’ve already heard from many people and businesses who support the goals of our Flocal campaign,“ says Mary Gastner, RST’s Director of Marketing & Communications. “We know we’re located in an area with significant opportunities to gain more passengers. We’re really just encouraging people to take another look at RST if they haven’t flown with us for awhile,” Gastner notes that in the past year, Delta Airlines has increased flight frequency to three times a day to Minneapolis and American Airlines has increased flight frequency four times a day to Chicago creating improved connection times. In addition, RST’s restaurant and bar were renovated and expanded in 2022, with the upgraded establishment serving a broader array of hot food items, local beer, specialty cocktails, and espresso.
Gastner says she and Reed especially love presenting to area businesses on the benefits of Flocalling, and that the list of businesses who’ve pledged support for Flocal is growing. Businesses interested in learning more are welcome to schedule time with Reed and Gastner.
Concludes Gastner: “We hope when local travelers read an article, see a billboard or watch a fun social media clip about Flocal, they book a flight starting at RST to show the airlines they’re willing to use our services. Our goal is to fill the flights so the airlines see the demand and give us more!”.
Connect with Mary Gastner at mgastner@flyrst.com if your business wants to learn more about Flocal.
