Starting on May 14, the Massachusetts Port Authority (Massport) will launch an advertising campaign aimed at luring local passengers to Worcester Regional Airport. The multi-media ad campaign will include buys in print, radio, and cinema screens in the Worcester area. The campaign will complement Massport's efforts to create an efficient regional aviation system that will provide passengers with more airport choices, closer to home.

"Business and leisure travelers have more choices than ever when deciding which airport to use --our job is to make sure that they know Worcester Regional Airport is an option," 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 advertising campaign will span three months and include radio spots and print ads touting Worcester Airport's convenience and accessibility for local travelers. It will also feature slides to be displayed at area theaters before movies. The initial investment of $150,000 will be followed by a long-term effort in July, 2000. By targeting potential passengers within 25 miles of Worcester, the campaign will draw on the nearly 1 million people in the market area who generate approximately 2 million air trips per year. In 1999, the airport served fewer than 50,000 passengers -- less than 3 percent of the region's demand for air service.

The headline for the print and cinema ad will read: "Even Worcester Airport has delays. 5 minutes to park. 2 to check in."

Massport took over operation of Worcester Regional Airport on January 15, 2000 under an agreement aimed at reviving the underutilized facility. Since then, two major airlines, Delta/ASA and American Eagle, have announced new service to Atlanta and New York, respectively. Currently, Massport officials are marketing the regional airport and meeting with the representatives of airlines operating out of Logan to highlight Worcester Airport as an option.

Buckingham has made regionalziation a top priority for the Authority and recently met with the airport directors of TF Green Airport and Manchester Airport to discuss a unified marketing strategy for New England's airports.

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 Worcester and a new runway at Logan, will improve the efficiency of New England's regional transportation system.

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