Increased patronage on air service being targeted

An intensive marketing campaign to increase patronage for Rex

By Latrobe City - 22nd January 2003 - Back to News

An intensive marketing campaign to increase patronage on the Rex air service from the Latrobe Regional Airport to Canberra and Sydney is being undertaken by Latrobe City Council, following a meeting of Council with stakeholders in the airline and tourism industries.

The campaign targets not only the local Latrobe community but also the wider Gippsland community, and also emphasises the benefits of the service into Gippsland to Sydney and Canberra residents.

Latrobe City’s Chief Executive Officer, Richard Hancock, said that increasing patronage of the service is absolutely essential if Gippsland is to keep the air services now operating. "The current level of service being provided by REX is the best we have ever had," Mr Hancock said.

The marketing campaign includes all major Gippsland newspapers, Radio 3GG, Radio 3TR and Prime TV, and will run over the next month or so.

From the local perspective, the Gippsland marketing campaign focuses on the convenience of not having to drive to Tullamarine to get daily flights to Canberra and Sydney with links to other destinations.

"There are enormous savings in time for those using the local service. The fact that one can save more than two hours drive to Melbourne airport, the stress of heavy traffic on the urban road network, the inconvenience and cost of having to procure day passes on City Link, together with the hassle and cost of parking at Melbourne airport, all add up to enormous savings for Gippslanders," Mr Hancock said.

"For those living east of Latrobe, the savings are even greater as the Melbourne airport haul becomes an even more taxing event, and while many of our local citizens are aware of the Rex service now being offered, the message needs to reach those living further afield, such as residents of Sale, Bairnsdale, Yarram and Leongatha. Other key messages are the convenience of free parking right next to the airport terminal, instant check-in, and the fact that the service operates at times that allow the user the best part of the day at their preferred destination.

"Additionally, the fares that are being offered at the present time as part of the marketing campaign appear very competitive," Mr Hancock said.

Mr Hancock said that while the local campaign emphasis was on convenience and timesaving, the campaign in Sydney and Canberra concentrated on selling the tourism attractiveness of Gippsland with Rex being a key means of accessing the region.

"Whether we are talking Wilsons Promontory, the Gippsland Lakes, Walhalla, the National Parks in the Strzeleckis, or even the power industry, Gippsland has a lot to offer those living in Sydney and the nation’s capital. To tap into this market, we are specifically targeting travel features in the Sydney and Canberra press, working with them in producing stories that emphasise the attractiveness of our region as a holiday destination, while also promoting Rex as a convenient and reliable means of travelling here.

"Rex will be doing more work with the corporate market in Gippsland in the first quarter of this year. There will be more marketing campaigns at other times during 2003," Mr Hancock added.

Source: www.gippsland.com

Published by: news@gippsland.com