Case Study: Rochester International Airport's Dodge High Fares Competition

A few months back, we published a blog article about Rochester International Airport’s “Dodge High Fares” promotion. In case you missed it, throughout the summer, CWS teamed up with RST, conceptualizing and implementing this promotion. Dodge balls were hidden around Rochester. Some balls had codes, giving contest entrant additional entries and chances to win.

Through the entirety of the contest, CWS marketed and built awareness about the promotion.

What Rochester International Airport was looking for…

Rochester International Airport (RST) wanted to increase visibility throughout Rochester and the surrounding areas, get public participation, form relationships with area businesses, partner and raise funds for a local non profit, build awareness for Allegiant Air, and generate buzz. Additionally, they wanted to grow their overall Facebook fanbase.

What CWS did for them…

Heather Holmes and Sheryl Barlow took the lead on this project, implementing various methods of marketing RST’s contest, using traditional marketing techniques, such as broadcast advertising and exposure through a booth on Thursdays on First. They received hundreds of submissions into their contest, partnered with a charity, raised awareness, received news coverage and built goodwill.

Ethan Herber, Social Media Manager of CWS, utilized the power of new media advertising in RST’s contest, generating 1,457 new followers of their Facebook page, going from 2,016 “Likes” to 3,473 “Likes”. Since the contest ended RST has had a very active audience, receiving many comments, likes, shares, and overall positive engagement.

We enjoyed working with Rochester International Airport on this unique promotion. Don’t forget to check out their newest, Pack Your Bags event, on Friday, November 1st!