Airport launches marketing campaign

Its multi-million dollar expansion and modernization complete, the Helena Regional Airport is preparing a marketing campaign to convince more people to fly local.

"The airport commission was very interested in marketing our new terminal and all that we have to offer out here," said Jeff Wadekamper, the airport's business development officer.

Wadekamper is putting the finishing touches on the "Fly Helena" campaign, expected to be rolled out in October.

The campaign targets business travelers and other frequent fliers.

Brochures will highlight the flight schedule along with amenities that airport officials believe are their top selling points: inexpensive parking, a business lounge, Captain Jack's Bistro and Bar and free Internet and newspapers, among other things.

Wadekamper said the campaign will also try to lure travelers from Jefferson and Broadwater counties who may look elsewhere for their flights.

"You might find a cheaper flight in Bozeman, but by the time you buy the gas to drive down there and pay for the more expensive parking, it may not be worth it," Wadekamper said.

Luggage tags, apparel and banners with the logo may also be part of the campaign, and airport officials plan an open house and listening sessions with service groups and major employers to make sure the airport is meeting the needs of the traveling public.

The "Fly Helena" logo incorporates the "Helena: Heart of the Rockies" emblem owned by the Helena Area Chamber of Commerce. Chamber president Cathy Burwell said giving the airport license to use the Helena slogan was "a no-brainer."

"They're obviously looking to grow their numbers, but anything the airport does to promote Helena is good for us, too," Burwell said.

"Their success and our success are linked." The marketing plan comes at a time when passenger numbers are down locally and across the state, and Delta partner SkyWest is trimming flights from most cities.

To some extent, the Helena airport is protected from downturns in the airline industry. By leasing property to unrelated businesses - everything from the Montana Association of Counties to Costco and the Independent Record -- the airport enjoys income from businesses beyond aviation.

There's also the airport owned and operated Rocky Mountain Training Center and driving track to provide extra income.

Still, there's plenty of room for more flights and more passengers, which helps the bottom line.

"All the airports in Montana have extra capacity that we're not using," airport manager Ron Mercer said. "We've got to plow the runways, pave them, keep the lights on. We've got all this stuff going on whether we've got five planes a day or 25."