To heighten consumer awareness of New England's airports, the Massachusetts Port Authority (Massport) is launching a new advertising campaign to highlight the efficiency of regional airports and advocate their use as smart alternatives to Logan International Airport. The prints ads will run in various newspapers across Massachusetts, targeting passengers in the vicinity of Manchester Airport, T.F. Green Airport, Bradley International Airport, and Worcester Regional Airport. The innovative campaign will complement Massport's efforts to create an efficient regional aviation system that will reduce Logan's burden while providing passengers with more airport choices, closer to home.

"Millions of Logan's passengers actually live closer to one of New England's regional airports. Having travelers use airports close to their home or business makes sense for Logan's customers and neighbors," said Virginia Buckingham, Massport Executive Director and CEO. "Massport is investing money and resources into creating regional alternatives for today's traveler. Logan Airport is no longer the only show in town."

The $80,000 advertising campaign will highlight New England's four main regional airports and feature the headline: AHours after you leave for the airport you should be in Florida. Not Traffic." The ads will appear in various newspapers in Boston, Lawrence, Lowell, New Bedford, Fall River, Cape Cod, Worcester, Springfield, and Framingham. The ads in the Boston area will list the four major regional airports, while ads running in other cities will feature the name of the closest regional airport.

"I can think of no other transportation authority in the country that aggressively spends advertising dollars promoting other airports to improve efficiency and benefit the environment," added Buckingham.

Buckingham has made regionalziation a top priority for the Authority and recently met with the airport directors of T.F. Green Airport, Manchester Airport, and Worcester Regional Airport to discuss a unified marketing strategy for New England's airports. The strategy for these ads was approved at that April meeting.

The new print ads will augment an ongoing $150,000 advertising campaign promoting Worcester Regional Airport. These ads were launched last month and target Worcester-area passengers within 25-miles of the airport. Buckingham's innovative approach in encouraging growth at regional airports marks a bold departure from previous Massport campaigns focused exclusively on Logan International Airport.

Massport plans to build on the success seen at regional airports in Manchester and Providence -- the two fastest growing airports in the nation in 1997 and 1998 -- which have grown at about 40 percent. While regional airports are booming, Logan's growth has declined to about two percent a year. Increased service at regional airports and a new runway at Logan, will improve the efficiency of New England's regional transportation system.

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