TPA Secondary Catchment Campaign

As part of an ongoing marketing consulting relationship with Tampa International Airport since 2021, TPA identified an opportunity to grow bookings from travelers in its secondary catchment areas. New York City, Las Vegas, and San Juan were already high-interest destinations among these audiences, but travelers were not always choosing TPA for their trip. The challenge was to turn existing destination demand into greater consideration for TPA, positioning the Airport as the preferred starting point while competing with other airports serving these markets.

Bell & Porter developed the campaign strategy and creative for all three destinations, producing the designs in-house and providing TPA with digital media strategy, targeting, and ad spend recommendations. Rather than creating demand for the destinations themselves, the campaign focused on giving travelers compelling reasons to choose TPA for trips they were already considering. The campaign has contributed to increased bookings in the targeted markets, with airline partners reporting a lift in passengers traveling from these secondary catchment areas to New York, Las Vegas, and San Juan.