March 30, 2007
Bradley Airport appeals to a higher-end audience with new flight to Denver.
Bradley International Airport launched its first nonstop daily flight to Denver on March 3, music to the ears of skiers who crave the Colorado experience – soft powder, high-end village-style lodging and upscale restaurants. So you might be surprised that it’s offered on one of the most affordable air carriers – Frontier Airlines. Well, don’t be.
The new Denver flight is not appealing to the super-rich, who could easily have their driver take them to New York to fly first-class on a major carrier, or better yet, take their own private jet. The main audience is made up of the “mass affluent,” individuals who (loosely defined) hold $100,000 to $1,000,000 of liquid financial assets. These are people who “trade up” for a luxury item they really want and “trade down” on other items to get it. For example, they might take an affordable airline to a Colorado ski area, checking into a 5-star resort when they arrive.
By going this route, they aren’t really making much of a sacrifice. Frontier Airlines boasts wider seats, more legroom and newer airplanes than most mainstream carriers, ensuring a comfortable travel experience even at their very affordable prices. For ski enthusiasts looking for an alternative to Boston and New York departures, this certainly is an attractive one. A preliminary report shows a high level of both interest and satisfaction with the flight.
Xpresso PR has led the charge in spreading the word about the Denver flight through the appropriate channels. In the meantime, Mascola Advertising has created a campaign to boost awareness of all of Bradley’s destinations. And Caffeine is currently in the process of designing and producing the new website, which will include real-time flight data from the FAA, flight scheduling and an interactive service map.