How do you market an airport? Not just announce a new route, but make a community feel like the airport belongs to them?

My first full-time digital marketing role was at Akron-Canton Airport, and it shaped how I approach airport promotions to this day. Working at a smaller airport meant wearing every hat, spending every dollar carefully, and getting creative to stand out. Those three lessons still guide the way I build airport marketing strategy now.

Hands-On Experiences

At a smaller airport, you don't just see one corner of the operation; you see all of it. In a single month, I might be speaking directly with customers at a route announcement, walking out on the tarmac to photograph planes, or guiding school tours through our maintenance and emergency departments.

That kind of access changes how you market. You know the travelers because you've talked to them. You know what makes the airport special because you've seen it from the inside. And the content you create is better for it, because it comes from real experience instead of a creative brief handed down from someone who has never stood on the airfield.

ROI Point of View

A small hub airport doesn't have an endless budget to spread across a wide range of channels. That forces a different way of thinking: a direct ROI point of view.

When the budget is limited, you can't afford to test everything. You have to choose only what is most impactful, the channels and campaigns with real, measurable return. You take a much more critical role in your ad spend, asking hard questions about what each dollar is doing before it goes out the door.

That mindset doesn't go away when the budget gets bigger. It's the reason I still start every airport campaign by asking: what's the outcome we need, and what's the most direct path to get there?

Creativity & Community Connections 

Limited budgets also push you to be resourceful. When you can't buy your way into every conversation, you find other ways in:

  1. Try new tools. Test new platforms and formats selectively, and stay curious about what's working now.
  2. Leverage local community groups. Showing up where your travelers already are, rather than waiting for them to find you.
  3. Find new avenues to connect. Looking for ways to make the airport a visible, familiar part of the surrounding area, not just a place people drive past on the way to somewhere else.

An airport that's woven into its community is one people choose first. That loyalty is one of the most valuable things an airport marketing strategy can build, and it's one that doesn't always show up in a media plan.

How Do I Bring This Kind of Strategy to My Airport?

Whether you're announcing new air service, growing parking revenue, or building your brand in the region, you need a partner who understands the airport from the inside out. That's where Bell & Porter comes in. With a team of certified digital marketing experts and deep, hands-on experience in aviation, your airport and your goals are in good hands.

If you're ready to take your airport marketing to the next level, reach out today to talk to our team.