Stockton Metropolitan Airport

Branding & Video Production

Challenge

Stockton Metropolitan Airport was in need of a rebrand. The airport, after a period of decline, was under new leadership committed to increasing the number of passengers arriving at and departing from the airport, and to attracting new airline carriers to the airport.

The challenge was to create a dynamic, engaging presence online to tell the story of this new airport to existing and potential passengers and to air carrier decision-makers.

Strategies & Tactics

PRxDigital created a branding campaign focused on defining messaging, burilidng and launching a new website, creating content (blogging and video), cultivating media relations, and developing partnerships in Stockton.
A partnership with a local sports team offered the airport an opportunity to promote itself to a larger audience.
PRxDigital implemented social media strategies to promote the airport by sharing local print articles and broadcast segments to social media and leveraging other San Joaquin efforts, such as Cafe Coop Greater Silicon Valley, to amplify social media reach.

Results

The strategic branding campaign resulted in overwhelming community support.
A new stand-alone website flystockton.com was launched in 2014 with an emphasis on blogging to highlight their new identity. Previously, their website was a webpage buried in the San Joaquin County website.
Social media engagement has grown steadily in the past year, with Facebook at 1,600+ followers, placing it second among regional airports that maintain Facebook pages.
PRxDigital and airport staff worked with local media to provide information about the progress of the airport, which has resulted in several positive articles.
Creating an online presence for the airport that engages the community plays an important role in creating a new brand for Stockton Metropolitan Airport.