Brownsville South Padre Island International Airport talks about new marketing campaign - Brownsville Herald: News

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Airport seeks a higher profile Brownsville South Padre Island International Airport talks about new marketing campaign

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Posted: Saturday, May 27, 2017 10:27 pm

Bryant Walker wants to have a talk with the airlines.

The director of the BrownsvilleSouthPadre IslandInternationalAirport, during a discussion of the airport’s new marketing campaign, noted that some airlines not currently serving Brownsville still print “South Padre Island” on passenger tickets.

“They use the ‘South Padre Island’ name in the reservation systems, but those passengers are not departing our airport, the Brownsville South Padre Island airport,” Walker said.

That can be confusing to passengers, many of whom see “South Padre Island” on their tickets, assume they’re flying out of Brownsville only to discover they’re at the wrong airport — in the wrong city, he said.

“We get phone calls to that effect, and we get passengers in the terminal that have just gotten dropped off by a cab,” Walker said. “It’s pretty routine.”

He believes it’s a good way to talk to airlines that serve South Padre Island vacationers about offering service to the airport that’s actually closest to the Island. Brownsville South Padre Island airport is 25.8 miles from South Padre Island via State Highway 48. The shortest route from ValleyInternationalAirport is 42.5 miles via FM 510.

“I’m going to say, ‘If you do want your passenger getting as close as they can, then you should fly into the right airport.’ It’s kind of ironic that they would fly to an airport and then drive by another airport on the way to their final destination,” Walker said.

Such thoughts occupy Walker’s mind these days as he oversees what he describes as “quite an extensive strategic marketing plan.” The campaign, which kicked off late last year, includes new billboards featuring the catchphrase: “Let the journey take flight.”

“The one sector of the market that we’ve left largely untapped, despite what it might look like around Spring Break, is the leisure market,” Walker said. “We’re not accessing that or advertising for it to the degree that we should. The business market, knock on wood, is stable.”

sclark@brownsvilleherald.com

A more complete version of this story is available on www.myBrownsvilleHerald.com

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