"Major League Messaging" Milwaukee Brewers Statewide Radio Advertising

Radio Advertising

Many Milwaukee-area airline passengers have the false impression that to fly to their destination nonstop they need to connect by car to Chicago’s O’Hare Airport. To gain awareness in the marketplace that Milwaukee’s Mitchell Airport (MKE) offers nearly 40 nonstop destinations, and easy one-stop connections to nearly anywhere in the world, a savvy partnership was created with the Brewers Radio Network, airing spots during the pregame broadcast to a Wisconsin statewide audience of adults 25-65.

To optimize timeliness of messaging, two 30-second radio spots were produced – both with a taggable 10-second music bed for promotional content (added at no cost by the station). This gave MKE the continuous ability to feature new routes, additional service and more.

Entry Statement

1. Project Goals: 

• Increase understanding that MKE offers a plethora of nonstop flights, and easy one-stop connections to nearly anywhere in the world.
• Drive visitors to MKE's website, which features "cities served nonstop" prominantly.
o The website also displays Southwest Airline’s flights/routes, not found on travel aggregator sites. (Southwest Airlines is a large contributor to MKE’s quantity of nonstop flights.)
• Connect Wisconsin’s favorite baseball team with its largest airport.
• Build frequency of message: the Milwaukee Brewers play 181 games from April – October, and MKE’s message aired prior to all of them.
• Reinforce MKE’s convenience, affordability and ease of use.
• Drive additional passenger and parking lot traffic.

2. Production: 

To produce the “Major League Messaging” Milwaukee Brewers Statewide Radio Advertising, Milwaukee's Mitchell Airport partnered with 2-Story, a Milwaukee-based marketing communications firm, on concept, script-writing, production and distribution. 2-Story was able to secure Joe Block, the popular Milwaukee Brewers radio broadcaster, to do the voice over for one of the spots – this helped create continuity of message as well as implied endorsement.

3. Evaluation: 

The radio buy included pre-game placement for every Milwaukee Brewers game, a total of 181 games throughout the 2015 season, on the Milwaukee Brewers Radio Network – a statewide collection of 37 stations.
• Brewers statewide radio buy ran (:30) spots in the pre-game NETWORK. There were a total of 178 spots and the net cost was $38,556. According to Scarborough Research, 521,600 of adults 18+ (on average) listen to Brewers baseball on WTMJ-AM. Total gross impressions across the 178 games = 28,337,600 (A18+). Total cost per impression = < $.01
• Facebook - likes grew by 22% year-over-year from 17,196 in March 2014 to 21,030 in
August 2015
• Twitter - followers grew by 24% year-over-year from 7,506 to 9,296
• The website saw the following increases year-over-year: +8% in visits, +21% in page views, +13% in pages visited, +13% in duration of visits.

4. Budget: 

The total budget for radio was $52,556, with $4,000 going to production and talent, $10,000 to agency creative and media placement fees, and $38,556 to the media buy. Budget was maximized as the airport’s agency does not charge advertising commission.