Finally, some face to face marketing. But while the effort is commendable, there's a little more to the science of marketing than the current exercise.
So: selfies, your favourite souvenir, upload the pic to the 'under 30's' local radio station etc. etc. All adds up to a chosen target market for the TW-BN sector of young travellers, say, 18's to 30's. Wasn't the message late last year to offer 10 flights a week for the business person ?
That's fine, but the message you're sending now is, hey business traveller, this is not really a service with you in mind.
But its fine if the research shows that's where the highest yield is. But really, in regional marketing you have to be seen to be appealing to a broad prospective market.
Why not a selfie/ FM station thing for the young'ns and say a phone competition for the 'oldies' with a different radio station. Whatever, just don't confuse the market with what you offer. The latest QF ad campaign's a pretty good example of targeting a very broad audience with a simple message of people 'coming home to family and friends'.
Next, they need to be doing these promo's and
PR exercises, sponsorships etc. every week for 3 months minimum to really secure the operation & see it established. There are bus service alternatives! Dont assume there is not competition. What's also planned for similar Brisbane marketing?
Where this sector is at real risk is in say 3+ months, the numbers are excellent and QF or Rex or both decide they now want some of the action too. And they won't thank you for creating a previously non-existant market for them. If you think this is a bit of a long bow to draw, consider why Hungry Jacks opens after McDonald's has established a site - smart business.
What are Jetgo's options in that scenario? Arguably not many. The jet won't be as economical on such a short sector as a TP, thus fares will most likely favour the competion. Their only chance to beat the competition is dependent totally on their repuation as the most reliable provider that always delivers and in a way that surpasses the competition. That's a big call! The jet, bit quieter & faster, won't help much.
What's really perplexing, why was there no marketing such as this in Gladstone when the aircraft was a clear success over the competition and yet in Tamworth there's a significant boost to the marketing effort but the aircraft is unsuited to the short sector & the market catchment is far smaller. Frequency is always critical for business travellers and I believe the 3 days/ week schedule will be less than well regarded.