Music on the Fly Passenger Experience Program

Customer Service Programs - Small Airport

Whether business or pleasure, we want the overall experience of everyone who crosses our path to be pleasant and enjoyable. We are proud to belong to a unique community known for its unmistakable scenery, trademark cuisine, and the sounds of its vibrant music scene. We determined there needed to be a way to bring a part of the character of our region inside the walls of our airport. We wanted to develop a program that would appreciate our loyal travelers and welcome visitors into an atmosphere that reflects our unique community; Music on the Fly is a passenger appreciation program designed to do both. Music on the Fly events involve local musicians performing pop-up concerts in the gate areas of the terminal. A podcast of the live performance and musician interviews is produced and posted online, for passengers, our social media following, and the public to be able to listen to anytime. Branded stickers, guitar picks, water bottles, can coolers, sunglasses, and earbuds are a few of the SWAG items we give to passengers during Music on the Fly, as another part of the passenger appreciation experience.

Entry Statement

1. Project Goals: 

1. To develop and execute a passenger appreciation program that would highlight the unique character of our region by involving local musical entertainment events throughout the year and enhance the experience of our passengers.
2. To give the program a name and visual identity that follows the airport’s brand standards and allows for recognizable promotion.
3. To create engaging, enjoyable, relevant content for our social media followers and website users.
4. To give away fun branded SWAG, as a memorable token of our appreciation.

2. Production: 

When developing the idea for a passenger appreciation program, we knew we wanted it to be a branded program that we could promote and involve music/ live performance and giveaways. We were looking for a way to have a talented line-up of local musicians and a manageable schedule in the gate areas of the terminal. However, our airport did not have strong connections with local musicians, nor the staff resources to manage bookings. Therefore, we collaborated with Ashvegas.com, a local blog that is very involved in what’s “hot” in Asheville and western North Carolina. This collaborative partnership was a perfect way to achieve a meaningful passenger appreciation program with musical performances.

Ashvegas.com – Their Role:
• Develop a name for the program (Music on the Fly)
• Line-up, booking, and management of musicians
• Produce and record podcast at events, including the musical performances and conducting interviews with the musicians.
• Promote Music on the Fly on their website through homepage takeovers

Asheville Regional Airport – Our Role:
• Create Logo for Music on the Fly
• Design and brand all creative collateral
• In-Terminal Printed Displays
• Webpage and Online Advertisements
• Social Media Posts
• In-Terminal Displays
• Outdoor Welcome Sign
• SWAG/Giveaway Promo Item
• Promote the program
• Manage event logistics in the airport

3. Evaluation: 

GOAL #1:
To develop and execute a passenger appreciation program that would highlight the unique character of our region by involving local musical entertainment events throughout the year and enhance the experience of our passengers.

MEASUREMENT:
• We developed and successfully executed a passenger appreciation program concert series known as, Music on the Fly.
• We strategically collaborated with Ashvegas.com to manage the local musician bookings.
• We highlighted the character of our region by giving tremendous exposure to the vibrant music scene in western North Carolina through promotion in many outlets:
• Event Attendance = 300+ people per event (planned to coincide with full gate areas)
• In-House promotion average number of impressions = 13,500+ per day
• Window Seat e-newsletter recipients = 3,400+
• Social Media Reach
i. Facebook Reach to date = 1,900+ avg. per post
ii. Twitter Impressions to date = 1,900+ avg. per post – Music on the Fly posts by followers received Top Mention status on Twitter.
• Website – Spikes in traffic on Flyavl.com/musiconthefly is driven directly by calls to action on branded promo items given away at event and in Window Seat e-newsletter.

GOAL #2: To give the program a name and visual identity that followed the airport’s brand standards and allowed for recognizable promotion.

MEASUREMENT:
• Named the program Music on the Fly gave it a descriptive name with an aviation theme.
• Designed the Music on the Fly logo in-house – the colors, graphic wings, and font choices for the logo follow our organization’s branding standards and style guide for in-house programs.
• The local, retro, outdoor concert style is carried throughout the promotional collateral, photographic elements, advertisements, giveaways, etc.

GOAL #3: To create engaging, enjoyable, relevant content for our social media followers and website users.

MEASUREMENT:
• The creation of the Music on the Fly podcast at the live event includes the musical performances and interesting interviews with the musicians.
o 24/7 access to podcasts (on Ashevegas.com and flyavl.com) give the program sustainable longevity.
o Ashvegas.com podcast numbers –
• Facebook – Organic Engagement is 129% higher for Music on the Fly posts versus any other posts on the airport Facebook page since the program started.
• Followers have access to the podcast and a photo gallery of the event on flyavl.com/musiconthefly.

GOAL #4: To give away branded SWAG that was a fun and memorable token of our appreciation.

MEASUREMENT:
• Custom branded Music on the Fly SWAG
o Stickers (they look great on guitar cases or suitcases)
o Pulpboard Coasters with call-to-action about finding the podcast and photo gallery online (dual purpose is better than one).
o I fly AVL guitar picks have been a fun keepsake for the musicians.

Unintended Result:

Increase in applications to our broader Music in the Airport program, in which musicians may apply to perform on the public land side of the airport at a designated time.

4. Budget: 

Ashvegas.com partnership $500/mo
o Line-up and management of musicians
o Podcast recording, musician interviews, and production
o Online ads/homepage takeover on Ashvegas.com (included)
o
Creative collateral design – produced in-house
o Initial Design/Staff time – 8 hrs. ($170)
 Logo design and visual identity development
 Webpage setup
 Homepage takeover design
 Photo gallery setup and photo edits
 Social media promos design
 In-terminal LCDs design
 Promo Item artwork design
o Custom Magnetic Poster and Printing – Total $85.00
o Giveaways (SWAG) – Total $538.88
 (250) Branded Stickers – $166.95 ($0.67ea.)
 (500) Branded Pulpboard Coasters – $312.13 ($0.58ea. + ship)
 (80) I fly AVL Guitar Picks – $59.80 ($0.75ea.)
 (We augment the “gift table” with various branded items from our supply)