RASC Assists JetBlue launch non-stop service

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RASC Assists JetBlue launch non-stop service

Regional Air Service Corporation

03/11/2019 |

Service from JFK-RNO begins

Spring 2015

Through a combined marketing and risk mitigation effort, the Regional Air Service Corporation undertook a partnership with JetBlue to launch non-stop service from Reno Tahoe International Airport to New York’s JFK Airport.
In order to ensure consistent and ongoing booking and awareness of the new non-stop flight, RASC focused its marketing efforts in three different tiers to drive awareness.
The initial awareness campaign focused heavily on digital advertising including paid search, display and programatic to drive pre-bookings of the flight in winter and spring of 2015. 
At the time of flight launch, media relations efforts were employed through both a partner media event in Manhattan that exposed New York-specific journalists and national journalists to the Reno-Tahoe area and its offerings as a vacation destination. Additionally, a joint event between RASC and JetBlue was hosted at the gate for the inaugural flight. 
Following the inaugural flight, a yearlong media relations and social media campaign began that brought 14 journalists to the region resulting in 18 placements and publicity value of $1,905,256. A resulting social media contest giving away a Reno-Tahoe getaway resulted in more than a quarter million impressions in the New York region.