Since 2022, RDU has welcomed eight new airlines, including Avelo Airlines, Icelandair, Bahamasair, Breeze Airways, Air France, Aeromexico, Copa Airlines, Lufthansa, BermudAir, and WestJet.

With this rapid expansion, it was critical that BermudAir was able to establish their new offerings from RDU and start developing passenger interest and ticket sales. 

The organization identified three primary objectives to address this challenge: increase ticket sales for the 2024 season, boost merchandise revenue, and achieve higher overall attendance at games. Success would be measured not just by total numbers but by sustained growth throughout the season, indicating building momentum and fan loyalty.

• Increase Ticket Sales: Attract new audiences and transplants in the growing Raleigh/Durham market

• Boost Merchandise Sales: Motivate current and new fans to buy more branded merchandise

• Higher Overall Game Attendance: Increased energy, concession sales and engagement with the brand

Flights to paradise should sell themselves, but using efficient digital strategies, we were able to accomplish the campaign objectives with a unified and integrated plan.

Multi-Channel Digital Campaign

Implemented a comprehensive strategy across various online platforms to maximize reach with consistent messaging.

Audience Segmentation

Developed tailored messaging for distinct audience segments, particularly vacation planners and Bermuda enthusiasts.

Two-Pronged Approach

Combined broad awareness tactics with focused targeting to capture both general interest and high-intent travelers.

Geographic Targeting

Concentrated marketing efforts on RDU's extensive catchment area to reach the most relevant potential passengers. 

Flights to paradise should sell themselves, but using efficient digital strategies, we were able to accomplish the campaign objectives with a unified and integrated plan.

Multi-Channel Effectiveness

The combination of broad awareness initiatives with targeted sales tactics created a powerful synergy that effectively reached and converted the target audience.

Engagement Drives Conversions

High engagement rates across digital channels directly translated to significant ticket sales, proving the ROI of captivating content and precise targeting.

By combining precise digital targeting, compelling messaging, and optimized campaign structures, BermudAir achieved remarkable growth in both awareness and bookings, establishing a strong foundation for this new direct route.