Manhattan Regional Airport • Manhattan, KS

Proposal under the Small Community

Air Service Development Program

Docket DOT-OST-2010-0124

Legal Sponsor: City of Manhattan

DUNS #: 087770178

Congressional Code: KS-02
page 2

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Summary Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Manhattan Regional Airport . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Air Service Success Story . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Build On Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Existing and Historical Air Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Existing Air Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Historical Air Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Extenuating Factors Affecting Air Service . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Past Small Community Grant Award Recipient . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Air Service Development . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Air Service Development Efforts and Results . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Air Service Needs and Deficiencies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Market Analysis . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10

Top 20 Domestic Destinations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11

Overview of Current Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

The Strategic Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Project Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Proposed Plan . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

Project Implementation and Funding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Public-Private Partnerships . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Project Funding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Funding Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21

Schedule and Monitoring . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22

Project Continuation and Sustainability . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Legal Sponsor . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Contact . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23

Appendix A Current Advertising/Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24

Table of Contents
page 3

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

E. Applicant Information:

1. Federal amount requested $300,000

2. State cash financial contribution

3. Local cash financial contribution...

 3a. Airport cash funds

 3b. Non-Airport cash funds $ 150,000

 3c. Total local cash funds (3a + 3b) $ 150,000

4. TOTAL CASH FUNDING (1+2+3c) $450,000

5. Local funds contributed from 

already-existing programs or 

projects included in line 3c. amount

6. Local funds contributed from 

new commitments or new resources 

included in line 3c. amount

$ 150,000

7. Airport in-kind contribution 

 (Free Parking)

$500,000

8. Other in-kind contribution 

 (Media, Adv./Mktg.)

$ 211,000

9. TOTAL IN-KIND $ 711,000

10. TOTAL PROJECT COST $1,161,000

F. Enplanements:

2000 12,137 2005 10,397

2001 10,951 2006 10,860

2002 9,068 2007 11,313

2003 5,987 2008 11,649

2004 8,092 2009 19,225

G. Is this application subject to review 

by State under Executive Order 12372 

process?

 a. This application was made available

 to the State under E.O. 11372. Process 

 for review on (date) ______________.

 b. Program is subject to E.O. 12372, but 

 has not been selected by the State for 

 review.

 c. Program is not covered by E.O. 12372.

H. Is the Applicant delinquent on 

any Federal debt? (If “yes”, provide 

explanation).

 No Yes

Summary Information

A. Applicant Information:

X Not a 

Consortium

Interstate 

Consortium

Intrastate 

Consortium

Community now receives EAS Subsidy

X Community (or Consortium member) previously received a 

Small Community Grant. If previous recipient, expiration date 

of grant: 2006

B. Public/Private Partnerships:

(List organization names)

Public Private

1. City of Manhattan 1. Manhattan Area 

Chamber of Commerce

2. 2.

C. Project Proposal:

(Check all that apply)

X Marketing Regional Service

Personnel Launch New Carrier

Travel Bank First Service

Surface Transportation Secure Additional Carrier

Revenue Guarantee New Route

Start Up Cost Offset Low Fare Service

X Study Subsidy

X Upgrade Aircraft X Other: Passenger Incentives

X Increase Frequency

Service Restoration

D. Existing Landing Aids at Local Airport:

X Full ILS X Published Instrument Approach

Localizer Outer/Middle Marker

X Other (specify): VOR, RNAV(GPS)
page 4

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Overview

Manhattan Regional Airport (MHK) is a former Essential Air Service (EAS) 

subsidized airport located in north central Kansas and serves the growing 

metropolitan area of Manhattan, Kansas, and the small rural communities of 

the Kansas Flint Hills region. Manhattan is home to Kansas State University, an 

internationally recognized leader in animal health and food safety research and 

future location of the U.S. Department of Homeland Security’s National Bio and 

Agro-defense Facility (NBAF). MHK also serves the official and leisure travel needs of the 

U.S. Army installation at Fort Riley, home to the famed 1st Infantry Division (Big Red One).

Air Service Success Story

The Manhattan community believes it is a true air service success story that other growing 

EAS communities can look to as a positive example. Commercial air service at MHK had 

been in steady decline since the late 1990s. In 2003 the single air carrier serving MHK 

gave notice that it would suspend unsubsidized service. Following that event, the U.S.

Department of Transportation (USDOT) 

established an EAS subsidy for the 

community of Manhattan. The EAS subsidy 

ensured commercial air service remained at 

MHK, but the Manhattan market remained 

underserved given the parameters of the 

EAS program. In 2009 the City of Manhattan, 

in a Public-Private Partnership with the 

Manhattan Area Chamber of Commerce and 

the Kansas Department of Transportation, 

entered into a two year Minimum Revenue 

Guarantee (MRG) agreement with American 

Eagle Airlines to provide twice daily regional jet service between MHK and Dallas/Fort 

Worth International Airport (DFW). The American Eagle service was well received by the 

public and USDOT rightly determined the community of Manhattan no longer required 

the EAS subsidized service. In April 2010, at the end of its contract with USDOT, the EAS 

carrier departed with its last MHK passenger.

Build On Success

Although the American Eagle service has realized considerable success in its first ten 

months, a June 2010 Air Service Study shows sizable passenger leakage continues 

from the MHK Airport Catchment Area (ACA) to the Kansas City International Airport 

located approximately 120 miles east of Manhattan. The City of Manhattan, in continued 

partnership with the Manhattan Area Chamber of Commerce, is requesting a $300,000 

federal grant under the Small Community Air Service Development Program (Small 

Community Program), matched by $150,000 of local cash funds, and additional Inkind contributions, to implement a two year comprehensive strategy that will build on 

recent air service success and increase the awareness of ACA passengers to the new and 

improved commercial air service at the Manhattan Regional Airport. The following pages 

will provide supporting information that will assist the Department’s Selection Committee 

in selecting our Partnership for a Small Community Program grant.

MHK Passenger Terminal.
page 5

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

This section provides a description of MHK’s existing service that began on August 

25, 2009 and continues to grow. Also presented here is a summary of our historical 

service including service providers, destinations, 

enplanements, service frequency and past factors 

that might influence current and future service.

The past award of a Small Community Grant is also 

addressed

Existing Air Service

American Eagle Airlines provides direct service 

between MHK and DFW. This service began in 

August 2009 with twice daily 50-seat regional jets. In 

April 2010 American Eagle increased the number of 

flights to three daily, but changed the aircraft to the 

44-seat regional jet; this was an increase in capacity 

from 100 to 132 seats daily. Load Factors for the first 

seven months of this year have been at or above 80 percent. In June 2010 American Eagle 

announced it would add direct regional jet service between MHK and Chicago-O’Hare 

International Airport (ORD). When this service begins on November 18, 2010, existing 

service will be as depicted in Table 3.1. Two prominent factors influenced American 

Eagle’s decision to increase service in such a short time; a strong passenger market and 

the MRG agreement that is in place until August 24, 2011.

Table 3.1 Existing Air Service

Airline Frequency Destination Aircraft Seats/Day

American Eagle 3/day Dallas/Fort Worth Regional Jet 138

American Eagle 1/day Chicago–O’Hare Regional Jet 50

DFW 3X Daily

ORD 

1X 

Daily MHK

ORD 

1X

Daily

W 3X Dail

MHK

Existing and Historical Air Service

Inaugural flight 

August 25, 2009.

K-State and 

American Eagle 

Mascots.
page 6

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Historical Air Service

Between 1996 and 2009 the Manhattan community was served by a single carrier flying 

the 19 passenger, Beech 1900 turboprop aircraft; first by Air Midwest, then in 2008 by 

Great Lakes Aviation.

On June 20, 2003 Air Midwest gave notice to USDOT that it would suspend its three 

unsubsidized RT flights to Kansas City International Airport (MCI) on September 18, 2003.

In response USDOT established a subsidy and entered into a two-year agreement with 

Air Midwest effective March 2004. In 2006 the EAS service to MCI was renewed with 

Air Midwest continuing with three RT flights. During this two year period Load Factors 

remained high, averaging over 70 percent, not easily attainable with B1900 service. The 

high Load Factors were attributable to strong demand in a growing region, especially 

the military market. Additionally, Air Midwest’s codeshare agreements with USAirways 

and Midwest Airlines allowed for relatively convenient travel for Manhattan passengers.

However, due to capacity limitations with this aircraft, many military travelers from nearby 

Fort Riley were forced to drive 120 miles to Kansas City. This was primarily due to the 

number and size of bags they were required to carry. Efforts to 

initiate discussions with Air Midwest to add capacity were not 

answered.

In January 2008 Air Midwest filed notice with USDOT that 

it would again suspend its service to Manhattan. This notice 

followed a decision by the carrier’s parent company to liquidate 

the assets of Air Midwest and cease operations. As a result, 

USDOT entered into an EAS subsidy agreement with Great Lakes 

Aviation. Great Lakes, flying the Beech 1900, would provide three 

daily RT flights to MCI. Additionally, given the airline’s presence 

in Denver, Great Lakes decided to provide two RT (one-stop) 

Denver flights outside the EAS subsidy. Unfortunately, Great 

Lakes did not have the same codeshare agreements with other carriers and their ticket 

reservation system proved cumbersome for passengers. The Denver service was a 

welcome addition, but the length of the one-stop trip, in an aircraft with no lavatory, 

proved uncomfortable for many passengers. Great Lakes was attentive to the community’s 

desire for larger aircraft, but aircraft availability hindered their ability to respond.

Following the commencement of American Eagle regional jet service in August 2009, 

Great Lakes decided to pull out of the Manhattan market at the expiration of the contract.

Table 3.2 summarizes.

Table 3.2 Historical destinations and service providers 

Destination Airline 2006 2007 2008 2009 2010

Kansas City Air Midwest Apr

Great Lakes Apr Apr

Denver Great Lakes Apr Apr

Dallas/Ft. Worth American Eagle Aug

Chicago O’Hare American Eagle Nov

 

Great Lakes 

Beech 1900D
page 7

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Extenuating Factors Affecting Air Service

Regional jet service to DFW and ORD will address many of the access and reliability 

issues encountered in the past with EAS carriers. However, for several reasons the issue of 

aircraft capacity will continue to be a challenge, especially with the recent trend by airlines 

of cutting back capacity throughout the system. Given the newness of the Manhattan 

market, American Eagle will be cautious about increasing capacity at MHK. Clearly 

American Eagle has responded this past year to passenger demand by adding flights; 

however, these improvements would not have happened if it were not for the Revenue 

Guarantee in place. The military travelers from Fort Riley, with the quantity and size of 

their bags, bring a unique challenge to service on regional aircraft. An additional goal of 

this Proposal, beyond improved retention of ACA passengers, will be to obtain a larger 

aircraft to meet the capacity needs. The MRG expires in August 2011, the Small Community 

Program Grant would provide marketing support for one year beyond the MRG expiration.

Past Small Community Grant Award Recipient

In 2002 the City of Manhattan was among the first communities to participate in the Small 

Community Air Service Development Pilot Program. In September 2002, the City was 

awarded a grant in the amount of $388,350. The initial grant period was for two years 

and the funds were obligated to marketing the Beech 1900 turboprop service between 

MHK-MCI. As was mentioned in the Historical Air Service section, in 2003 Air Midwest 

served notice that it would no longer provide unsubsidized air service in Manhattan. In 

light of Manhattan joining the ranks of EAS supported communities, the City petitioned 

USDOT for a two year extension of the Grant set to expire in 2004. USDOT granted the 

extension for an additional two years. The community had hoped to use the Grant funds 

to attract an additional carrier, but Program rules would not allow financial support of 

service competing with EAS subsidized carriers. The City continued its marketing of EAS 

service to MCI and also negotiated a fare subsidy program with Air Midwest that lowered 

the roundtrip walk-up fare to MCI which had a positive impact on attracting passengers to 

the service. In March 2006 the grant expired. In contrast to the prior grant, this new grant 

request will focus on retaining ACA passengers and marketing the regional jet service to 

both DFW and ORD. Additionally, the community has an alternative goal of increasing 

capacity preferably with a larger aircraft. 

Safety net of MRG 

expires Nov. 2011.

Military bags 

impact capacity.
page 8

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Air Service Development

This section will describe our air service development efforts over the past five years.

Those efforts included a thorough analysis of air service and establishment of a PublicPrivate Partnership for recruitment of an airline.

Air Service Development Efforts and Results

Description of Community’s air service development efforts over the past five years and 

the results of those efforts:

2006— The Manhattan Regional Airport received proposals from four air service 

development consultants and selected Mead & Hunt, Inc. to assist the community 

in its effort to attract unsubsidized air service to a large hub.

2007— January: The Airport and Mead & Hunt kicked-off its initiative at the Chamber 

of Commerce annual retreat of three communities. Nearly 300 business leaders 

from three combined Chambers were provided an overview of the air service 

effort and asked to support the initiative.

March: The results of a Passenger Survey were provided giving insight to what 

business and leisure travelers wanted.

April: A Passenger Demand Analysis (PDA) was completed supporting the 

premise that the Manhattan market was sufficiently large enough to support 

unsubsidized air service to a large hub.

June: Attended ACI-NA JumpStart Conference and met with several airlines 

to outline Manhattan’s potential for service.

September: Formed Regional Air Service Initiative Coalition with Chamber of 

Commerce and other partner communities. Conducted air service pro formas to 

Dallas-Fort Worth and St. Louis hubs.

November: Met with American Eagle planners in Dallas and provided 

presentation of PDA and pro forma information. American Eagle expressed 

interest in initiating service at MHK if offered suitable Revenue Guarantee and 

other risk sharing incentives.

2008— January: Presented update at the annual Chamber of Commerce retreat.

Garnered significant community support to establish a Revenue Guarantee fund.

February: Met with Kansas State Legislators, received support for establishing 

State funding of Revenue Guarantee.

March: Kansas Governor signs law authorizing $2 Million over two years for 

Revenue Guarantee.

Early summer: Fuel costs sky rocket. Air service initiative stalled.

Formal Studies

Passenger Survey 

completed March 

2007.

Passenger 

Demand Analysis 

(PDA) 2007

True Market 

Estimate 2010

State of Kansas 

authorizes 

$2 million 

revenue guarantee 

March 2008.
page 9

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

2009— March: Attended NetworkUSA 2009 air service conference in Fort Worth, TX 

and met with several airlines including American Eagle. Following the meeting 

additional negotiations took place and the Manhattan Area Chamber of 

Commerce, representing the coalition of communities that make-up our PublicPrivate Partnership provided a Letter of Intent of support to American Eagle for 

service between MHK-DFW. On March 23rd a joint news conference was held at 

the Manhattan Regional Airport to announce the new service commencing 

August 25th.

Early Summer: Partnership communities pledge revenue guarantee and 

marketing funds for the American Eagle start-up.

June: Chamber of Commerce signs agreement with marketing firm and 

obligates $75,000 of partnership funds for marketing.

August: Service to DFW begins with two daily RT regional jet flights.

2010— January: Held joint news conference with American Eagle to announce third 

daily non-stop flight to DFW.

May: Held joint news conference with American Eagle to announce daily nonstop service to ORD.

June: Completed True Market Estimate to gauge air service success.

August: Submitted Small Community Air Service Development Program 

grant application. 

New service 

announced with 

American Eagle 

March 2009.

Inaugural celebration attended by state and local lawmakers, American Eagle 

Airlines, Chamber of Commerce, Fort Riley Commanding General, and Kansas State 

University dignitaries
page 10

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Air Service Needs and Deficiencies

With the start of American Eagle daily regional jet service to DFW and ORD, the 

Manhattan Partnership has made significant progress in addressing several air service 

deficiencies that existed under Essential Air Service carriers. What remains to be 

addressed is substantial passenger leakage from the Manhattan Airport Catchment Area 

(ACA) to Kansas City. In 2007 MHK had a Passenger Demand Analysis (PDA) performed 

in order to understand MHK’s true market. Data taken from the PDA was essential to 

attracting the new airline.

Market Analysis

In the 2007 PDA the MHK-ACA was defined. The MHK-ACA (Exhibit 

4.1) represents the population of travelers who should use MHK, 

considering drive time to the nearest available commercial airport. It 

is comprised of 69 zip codes. In the 2007 study the ACA population 

was 166,000 people. To maintain consistency the 69 zip code ACA 

was used again in the 2010 True Market Estimate; however, the ACA 

population had increased to 172,000. This population of travelers is 

our primary focus for air service improvements.

The True Market Summary (Table 4.1) summarizes the findings in the 

2010 True Market Estimate as it compares with the 2007 PDA. The 

results of the 2010 analysis indicate that the MHK-ACA generates 

392,791 origin and destination passengers per year, or 537 passengers 

per day each way. Although the Summary shows an improvement in 

ACA retention over 2007 percentages, the retention level is still only 

18 percent of Domestic and International passengers. The remaining 

passengers continue to drive to Kansas City. 

Table 4.1 True Market Summary

Rank Origin Airport 2010 2007 Change

PAX % PAX % PAX %

Domestic

1 Manhattan 66,844 18 20,111 7 46,733 11

2 Kansas City 314,688 82 266,821 92 47,867 (9)

3 Other 0 0 3,655 1 (3,655) (1)

Subtotal 381,352 100 290,587 100 90,945

International

1 Manhattan 2,369 21 1,445 4 924 17

2 Kansas City 8,890 79 28,987 86 (20,097) (7)

3 Other 0 0 3,192 9 (3,192) (9)

Subtotal 11,259 100 33,624 100 (22,365)

Domestic and International

1 Manhattan 69,213 18 21,556 7 47,657 11

2 Kansas City 323,578 82 295,808 91 27,770 (9)

3 Other 0 0 6,847 2 (6,847) (2)

Total 392,791 100 324,211 100 68,580

Exhibit 4.1 MHK-ACA
page 11

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

TABLE 4.2 True Market Estimate—2010 Top 20 Destinations for ACA Travelers

Rank Destination MHK Retained % 

Retained

Diverting to 

MCI

True Market

1 Washington, DC (DCA) 1,719 6 25,444 27,163

2 Dallas, TX (DFW) 12,892 81 3,053 15,945

3 Seattle, WA 1,337 9 12,870 14,208

4 Philadelphia, PA 1,400 12 10,097 11,497

5 Atlanta, GA 2,153 19 9,096 11,249

6 Orlando, FL 958 9 10,164 11,121

7 Denver, CO 2,079 19 8,914 10,993

8 Chicago, IL (MDW) 0 0 10,988 10,988

9 Las Vegas, NV 739 7 10,187 10,927

10 Chicago, IL (ORD) 662 6 9,995 10,658

11 Los Angeles, CA 999 10 8,658 9,657

12 Phoenix, AZ 1,565 16 8,000 9,565

13 San Antonio, TX 2,934 40 4,456 7,390

14 Baltimore, MD 897 12 6,411 7,307

15 Dallas, TX (DAL) 0 0 6,779 6,779

16 Nashville, TN 1,027 19 4,504 5,531

17 Tampa, FL 808 15 4,573 5,382

18 San Juan, PR 360 7 4,860 5,219

19 Indianapolis, IN 428 9 4,415 4,843

20 Miami, FL 546 12 4,192 4,738

All Markets (Dom/Inter) 69,213 18 323,578 392,791

Washington DC

#18San Juan, PR

#16Nashville

#19 #19 Indianapolis Baltimore

#20Miami

#2

DFW

#15 DAL

2

FW

15

#7

Denver

7

enver

#8

Midway

#10

O’Hare

#8

Midway

#10

#5 Atlanta5

Seattle Seatt

#9

Las Vegas

#9

Las

LasVegas

#12

Phoenix

s

#12 Phoen

True Market Estimate—TOP 20 Destinations

#17 Tampa

#6 Orlando

Top 10 Destinations

Destinations—11-20

Manhattan 

Regional 

Airport

Top 20 Domestic Destinations

Table 4.2 provides the ACA true market 

and retention rates for each of the top 

20 domestic markets. MHK’s highest 

retention rates (over 18 percent) were in 

the Dallas (DFW), Atlanta, Denver, San 

Antonio, and Nashville markets. The lowest 

retention rates (less than 10 percent) were 

experienced in the Washington (DCA), 

Seattle, Orlando, Chicago (MDW), Las 

Vegas, Chicago (ORD), Dallas (DAL), San 

Juan PR, and Indianapolis markets.

Exhibit 4.2 shows the distribution of 

destinations throughout the United States. 

Each of the Top 20 destinations can be 

easily reached from MHK via the large hubs 

of DFW or ORD with only one connection. 

Simplified travel is an important element of 

our marketing message and will continue to 

play a role in increasing ACA retention. 

Exbibit 4.2
page 12

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

The “It’s Travel Simplified” theme was introduced with the initial marketing of American 

Eagle jet service to DFW in 2009. This theme was used to tell the story of MHK—

• No more two hour commutes to an airport

• Free Parking, and the associated cost savings

• Competitive fares when all factors of travel were calculated.

• Good connections to more destinations through DFW than either Kansas City 

 International, or Wichita MidContinent Airport.

When planning began (mid 2009) for marketing the new jet service to DFW a decision 

was made to focus the advertising message toward a newly-created website, FLYMHK.

COM. This allowed more information about the service, the facility and the region to be 

easily accessed by potential passengers both inside the catchment area...as well as people 

coming into the region. This has proven to be a success, as the site has seen over 70,000 

visits from every state and 112 foreign countries.

The comprehensive advertising campaign that 

supported the website included regional television and 

radio (broadcast and cable), newspaper advertising 

in the community newspapers within the catchment 

area, and advertising centered around K-State sporting 

events. In particular, the sporting event advertising was 

highly effective. Results of the advertising have been 

tracked and evaluated with website analytics after the 

advertising has run. (See Exhibit 4.3)

During the initial planning of the marketing, Dean 

Headley, Associate Professor of Marketing at Wichita 

State University (co-author of the National Airline 

Quality Rating Report), was consulted. His comments 

revealed that to change flying habits would take a 

minimum of two years of constant marketing and 

would revolve around a mixture of price and schedule.

He continued by indicating that those two factors would 

play differently with different segments of the audience.

The website was specifically designed to address 

issues revolving around price and schedule. Manhattan 

Regional cannot complete on price alone. Both Kansas 

City International and Wichita MidContinent offer 

better fates. The possible addition of subsidized 

Southwest services to Wichita will greatly increase 

the issues of price.

Overview of Current Marketing

Successes, but a ways to go.
page 13

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

The website contains a number of tools to attract travelers to MHK and highlight the 

new service. An example is the “Fare Comparison Calculator”—which allows travelers to 

calculate total costs of the travel; mileage, overnight lodging, meals, parking and airfare.

This tool has assisted in overcoming the perception of higher costs for flights out of 

MHK. The website also provides a portal to Kayak, allowing travelers to book their flights 

directly from the flymhk.com site.

Businesses see time as a valuable commodity and when they compare prices 

between airports MHK is a good option. What has not yet been accomplished is to 

change the travel habits of the non-business traveler in the catchment area. Much 

work is still required to change the perception. (See Appendix A for samples of the 

Website and current advertising.)

VISITS TO flymhk.com website / GOOGLE ANALYTICS July 24—August 23, 2010

Manhattan

Ft. Riley

Lawrence

Wichita

Junction City Topeka

State Capitol

pop. 122,500

Abilene

Salina

pop. 47,000

Catchment Area

Inside of Catchment Area

Outside of Catchment Area

Potential to draw 

from outside the 

ACA is high.

Exhibit 4.3
page 14

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

The Strategic Plan

MHK has improved the capture rate within its ACA from seven percent in 2007 to 18 

percent in 2010. This has occurred because of the year-old regional jet service to Dallas-Ft.

Worth (and soon Chicago). The success realized was because MHK entered into a twoyear Minimum Revenue Guarantee (MRG) with American Eagle. Although the MRG money 

has not been needed over the past nine months it has provided the assurances that 

convinced the airline to add new service. The MRG ends August 2011.

In order to ensure the service remains self-sustaining after that time MHK needs to attract 

those passengers that continue to drive to MCI for their air travel.

Project Goal

Our goal for this two year Grant Program is to increase ACA passenger use retention for 

MHK from 18 percent to 30 percent. The increase in passenger demand will ensure the 

current service is self-sustaining and will also be a catalyst for additional flights, larger 

aircraft and new destinations.

Proposed Plan

To achieve this increase in traffic six distinct types of marketing and advertising will be 

undertaken to help create a change in attitude with the population within the catchment 

area. This is one of the cornerstones outlined in the recently released FAA publication 

Marketing Guidebook for Small Airports.

This cornerstone is based on the “SMART Marketing Objectives”—

Specific, Measurable, Achievable, Realistic and Timed Actions required to create a local 

buy-in:

These are the objectives that MHK has used as a foundation:

• Are the objectives specific?

• Are they measurable?

• Can the objectives be achieved with this plan?

• Are these objective realistic and is the timing appropriate to the project?

1. Traditional Media

Traditional media—radio, television, newspaper and magazine advertising, as well 

as billboards—play a key part in the overall marketing plan for increasing the use of 

Manhattan Regional Airport. Above all, a consistent look, feel or sound to the advertising 

ensures that the advertising is immediately recognizable as FLYMHK.COM advertising.

By driving viewers and listeners to the website a solid foundation of information can be 

developed as to how effectively the advertising is working. The analytics attached to the 

website give a clear picture of who is seeing and reacting to the advertising.
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Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

TV and Radio spots will constantly drive home the benefits of using MHK. Each ad 

will emphasize one particular benefit unique to the airport. It may be free parking, 

the convenience of not having that two-hour drive to MCI, or the great connections 

available from DFW or ORD. The tagline, “It’s travel simplified” and FLYMHK.COM are an 

essential part of the unifying message. Again, it is possible to see the effectiveness of the 

advertising by reviewing the visits to the website. For instance, TV ads placed on Monday 

Night Football will create a spike in visits immediately after the ad is aired.

A combination of network and cable TV buys will cover all parts of the catchment 

area, including cable specifically targeted at the highly transient K-State and Ft. Riley 

populations. Each of the TV stations have offered in-kind contributions, with K-State’s own 

channel offering a generous three-to-one match.

Newspaper ads will be placed in as many as 13 catchment area newspapers as well as 

a quarterly magazine. Newspaper and magazine advertising is useful in reaching an 

audience that skews to an older demographic. Using these community papers also shows 

support of an important business (the newspaper) in these communities.

Billboard advertising is the in-your-face, single quick message to the traveler. If correctly 

designed, it hits everyone traveling by the boards. A combination of locations will be used.

Two are already on I-70 and others will be installed on catchment area highways coming 

in to Manhattan.

Magazine ads will be placed in three area lifestyle magazines.

This proposal includes a market review after the first year. That information will be used to 

change the mix of media if needed to better reach the catchment area and beyond.

2. K-State Sports/Learfield

One of the most successful marketing partnerships the airport developed a year ago when 

the American Eagle service to Dallas began was one with Kansas State. The agreement is 

through K-State Sports/Learfield, but it doesn’t just have an athletics component.

Kansas State is part of the Big 12 Conference and athletics are a huge part of not only 

campus life but the area around Manhattan. Through all parts of the marketing package 

the airport reaches a receptive audience in the catchment area and also those outside of 

the catchment area planning trips back to K-State. (The largest alumni club happens to be 

located in Dallas.) Kansas State recognizes the value having jet service from Manhattan to 

major hubs such as DFW and ORD..

Funding from the grant will enable us to continue an effective partnership that has a 

significant in-kind component to it.

The promotions start with regular mentions by University President Kirk Schulz when he 

is speaking. He also mentions the American Eagle service in his blogs and tweets. Athletic 
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Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Director John Currie does the same as well as a monthly live web chat sponsored by the 

airport. They both use the service regularly.

A promotional email sent out to the entire K-State Alumni email list resulted in a twoday spike in website hits of over 1,200. A similar email will be sent to the entire Athletics 

Department list at a time of our choosing.

The marketing continues with the TV spots running on the video board at football games 

as well as LED ribbon board signage at football, and men’s and women’s basketball 

games. TV spots will also run on the men’s basketball coach’s TV show. Radio spots are 

scheduled for both the football and basketball radio network. This network covers the 

entire catchment area. There will also be live interviews at halftime of a football and men’s 

basketball game.

3. Website/Social Media/Web Advertising

The website upgrades will benefit the airport, the surrounding communities and their 

citizens by providing updated information and by making the website more usable. Since 

the website was initially built, the structure of information flow from the airlines has 

changed and we now have the option to provide enhanced tools to viewers.

Some options for the website include flight notifications via email and text message, low 

cost fare widgets for advertising on other websites, social media integration and email 

notification for low cost fares.

In addition to the real time portions of the website, the static content needs to be 

updated and will continue to need updates as information changes. The communities in 

the catchment area play an integral part in the success of the airport and need enhanced 

coverage on the airport website. The budget will allow creating the information already 

on the site about each community to become more calendar-driven and updatable by a 

representative from that community.

The presence of MHK in social media venues will be increased with the addition of 

local-homegrown video and photos. Interested persons can already sign up for email 

info/newsletters from the airport. The budget will allow for regular informational and 

promotional emails.

Additionally, paid advertising on travel websites will help increase awareness and drive 

more traffic to the website, which should generate more flight bookings.

4. Community Marketing

Manhattan is a regional shopping destination for the entire catchment area. Therefore, 

partnerships with the Manhattan Area Chamber of Commerce, the City of Manhattan, 

Manhattan Town Center, Ft. Riley Moral Welfare Recreation (MWR) and Commerce Bank 

will be created.

The Manhattan Area Chamber of Commerce has been a strong supporter of the airport 

from the very beginning, offering several thousand dollars worth of free advertising and 

marketing. They will continue to do that under this grant proposal. A lot of its advertising 

reaches not only Manhattan residents but the catchment area audience as well.
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Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

The airport will have free ads in their directory, Visitors Guide, Street Map, Quality of Life 

Guide, as well as website banner ads. They will also pay for FLYMHK.COM flight schedule 

cards and holders to be given to area businesses.

The Chamber has also offered sponsorships of weekly emails, newsletters, and events such 

as their annual meeting. They will also include flight schedule cards in all of the Newcomer 

Packets for the military and general population. Finally, they would display FLYMHK.COM 

materials at all Chamber functions, write articles for their newsletter, do an email blast to 

entire membership and have promotional display in their building.

The City of Manhattan will run the airport TV spots on its TV channel, run ads on its 

website as well as display promotional posters and have flight schedule cards available in 

the lobby area of the City offices.

Manhattan Town Center is located in downtown Manhattan and is the destination 

shopping mall for the catchment area. A quick drive through the parking lots shows car 

tags from all of the counties in the ACA. They have offered to allow the airport to have a 

banner that would rotate through different storefronts at the mall as well as have an ad on 

the back of their food court calendar table tents for a month. In an effort to help with the 

community events they will provide two gift bags per month that include a $25 gift card 

for use as giveaways at these events.

Ft. Riley families are served through Moral Welfare and Recreation (MWR) facilities and 

programs. Partnerships will be developed. They have initially offered to allow a large 

outdoor banner on their fence line on one of the main roads on base.

5. Community Events

MHK has, over the years, gone through a number of different air carries and an association 

with the EAS program. A large segment of the catchment’s population was not pleased 

with quality of past service and needs to be convinced that the changes begun in August 

of 2009 will continue. The airport has not yet created real local ownership.

The lack of initial funding did not allow the opportunity to create an advocacy support 

group or community marketing for the airport. The idea for that group, tentatively named 

the “Ground Crew” would have been tasked to make the rounds to the various civic clubs 

selling the virtues of flying from MHK. This group would be made up of local citizens 

interested in the vitality of our airport.

Many of the communities served by the airport are of the size that most everyone knows 

each other and they all support the local schools and community events. It would be very 

beneficial if the airport could become involved as a sponsor at some of these events.

One idea discussed with the owners of Ray’s Apple Markets, the local grocery stores in 

Manhattan, Clay Center, Council Grove and St. Mary’s, is to co-sponsor family-friendly 

tailgate parties prior to high school football games. The grocery store would provide 

advertising for the even in their weekly sales newspaper inserts, serve the food and help 

host. MHK and American Eagle would provide logoed giveaways and prizes. Many other 

options are available for community participation, including county fairs and community 

celebrations.
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Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

6. Passenger Experience

Reward Program 

A reward program is not a new idea...it will be patterned after a successful program in 

place at Dubuque Regional Airport (DBK).

“The FlyDBQ Rewards program is the Airport’s way of thanking travelers for flying 

Dubuque. When flying out of DBQ, travelers already enjoy the perks and amenities, 

such as free wireless internet, short security lines and a restaurant onsite. In addition, 

travelers will now be able to save on the finest Dubuque and the Tri-State Area 

has to offer by visiting our FlyDBQ Rewards program partners and take advantage 

of savings. It’s simple really, the more you travel out of Dubuque, the higher your 

savings will be.

By signing up on our website at www.flydbq.com or at the designated area in the 

main terminal, each traveler will automatically be mailed a green FlyDBQ Rewards 

passport and a proximity card within a few days. On your next trip after passing 

through the security screening checkpoint, there will be a proximity reader on the 

wall. Travelers pass by the proximity reader with their proximity card and that’s it.

The proximity reader automatically reads their proximity card and updates their trip 

counts. It’s convenient and no hassle, just like flying out of Dubuque.”

The Manhattan Regional Airport would partner with a large number of local businesses 

and organizations, to provide the incentives for the program. Once implemented, partners 

could be K-State, area golf courses and other area attractions. All would provide in-kind 

tickets, rounds of golf or free admission.

A number of community businesses will also provide reward incentives for the program 

in the form of discounts on goods and services ranging from free oil changes to gift cards 

for dining. The airport purchases these goods and services for substantially less than face 

value from the local businesses.

In-terminal Enhancements

Part of this proposal is to enhance the in-terminal experience for all using the airport. To 

be competitive Manhattan Regional Airport must be able to offer passengers a pleasant 

in-terminal experience. Traveling is stressful to both passengers and families...many of the 

departures out of MHK are military travelers who are being deployed, sometimes for over 

a year.

The amount of seating that currently is available at the airport is sometimes not enough.

That issue would be addressed by thinking outside the box a bit. Wouldn’t it be nice to 

offer an area that families could wait with their soldier that’s about to be deployed? Wouldn’t 

it be nice to give the group waiting to go to a K-State football game a special area? 
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Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

There are few televisions and they are the same vintage as the terminal. New and 

additional TVs are needed to entertain and inform the rapidly increasing numbers of 

passengers using the facilities.

Free Wi-Fi is currently available. However the airport would like to add customized 

Wi-Fi. What difference that would make is when a person would like to use it they would 

be asked to log in. A message would then appear thanking them for using the airport 

and could even include information about the Rewards Program or any other pertinent 

information.

Other enhancements could be in the form of signage and information displays which, 

would provide up-to-date information or easy access to hotels, taxis, etc.

Many enhancements could probably be created with public-private partnerships and 

in-kind services.

7. Passenger Demand Analysis and Marketing/Advertising Analysis

Airport usage is growing and it is due to the year-old regional jet service provided by 

American Eagle. However, because of the short history of jet service from MHK ideal usage 

habits from people within MHK’s catchment area haven’t truly been established. For longterm success continued advertising and marketing will be required and adjustments will 

need to be made to the marketing plan.

This is the reason another PDA is proposed at the end of the first year of the grant. The 

study will give indications on the initial success of increasing the retention rate from 

18 to 30 percent in the catchment area. After evaluating the findings a marketing and 

advertising analysis might also be needed to provide a clear direction on future marketing 

and advertising so adjustments can be made in the second year of the grant.
page 20

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Exhibit 6.1

Public-Private Partnerships

Manhattan Regional Airport is governed by the City of Manhattan, which is the sponsor 

for this grant proposal. The City has committed $150,000 if MHK receives the $300,000 

in grant funding it is requesting. Community support of this grant request has been very 

positive with several local partners providing support. Exhibit 6.1 depicts this.

The Manhattan Regional Airport has made the decision to continue to offer free parking 

to airline passengers for the duration of the Small Community Grant program period. Free 

parking is considered a strong marketing tool in convincing potential passengers to fly 

from MHK. Following an analysis of parking lot usage, MHK believes the in-kind value of 

free parking is $250,000 annually. This is based on current parking lot usage data and fees 

charged by comparable airports in the Midwest.

Some of the public-private partners are already supporting the airport with in-kind 

services. The Manhattan Area Chamber of Commerce serves as the coordinator for the 

existing funds that were raised from catchment area communities for the purposes of 

marketing/advertising this past year. They have generously donated in-kind a complete 

range of advertising, sponsorships and other services from the very beginning.

Other partners range from Kansas State University (including it’s President and Athletics 

Department), to the local shopping mall that serves the catchment area as its regional 

destination shopping center. Area media have also made major commitments. Every radio 

and TV station that has been approached has offered in-kind matches.

See page 21 for a list of businesses and the dollar amounts of in-kind services they are 

pledging. That in-kind support totals over $711,000 and will only continue to grow as 

additional cities and businesses in the catchment area are approached.

Project Funding

The public-private partnership is seeking $300,000 in funding from the U.S. Department 

of Transportation for this grant proposal. The City of Manhattan will provide a 50 

percent match of $150,000. This cash will be supplemented with over $711,000 in in-kind 

contributions for private entities. (See the Funding Overview, page 21 for greater details.)

Project Implementation and Funding

0 $100 $200 $300 $400 $500 $600 $700 $800

USDOT

$300,000

City Match

$150,000

In-Kind

$711,000
page 21

Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Funding Overview

Type of Advertisement/Marketing Cash In-Kind

Traditional Media Buys

TV (Network & Cable) $ 150,000 $ 89,000

Radio $ 67,000 $ 20,350

Newspaper $ 16,400

Billboard $ 3,900 $ 3,900

Magazine $ 7,300

K-State Sports/Learfield $ 16,000 $ 45,000

Website/Social Media/Web Advertising $ 40,000

Community Marketing

Manhattan Area Chamber of Commerce $ 32,250

Manhattan Regional Airport (free parking) $500,000

City of Manhattan $ 5,000

Manhattan Town Center (Mall) $ 2,400 $ 6,500

Ft. Riley Moral Welfare Recreation $ 1,000

Commerce Bank $ 3,000

Community Events

Ground Crew $ 5,000

Sponsored Events (tie-ins such as sponsoring $ 20,000 $ 5,000

tailgate parties at high school football games, 

county fairs, etc.)

Passenger Experience

Reward Program (Startup $20,000, $ 30,000 

Maitenance $10,000)

In-terminal special seating, TVs, signage $ 15,000

Enhanced Wi-Fi $ 3,000

Second Year PDA, Adv./Mktg. Evalutaion (if needed) $ 18,000

Advertising/Marketing $ 56,000 

(Creative, Production (Inc. Materials), 

Account Services & Administration)

Total $450,000 $ 711,000
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Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Schedule and Monitoring

Monitoring will take place at regular intervals in accordance with the Exhibit 6.2 Timeline.

Quarter 1 Quarter 2 Quarter 3 Quarter 4 Quarter 5 Quarter 6 Quarter 7 Quarter 8

1. Traditional Media

2. K-State Sports/ Learfield

3. Website/ Social Media/ Web Advertising

4. Community Marketing

5. Community Events

6. Passenger Experience

7. PDA & Marketing Analysis (as needed)

Timeline

Study May Change Mix of Media

Study May Change Mix of Media

Study May Change Mix of Media

The public-private partnership has developed realistic timetables to achieve the goals of 

this proposal. 

Exhibit 6.2

Monthly: Review of the timeline, related implementation of various components 

and budgeted expenditures.

Quarterly: Enplanement numbers will be reviewed in an effort to determine 

as close as possible whether an increase has occurred. 

End of Year One: After the first year a PDA study will be conducted.

If results of the PDA warrant, a marketing/advertising evaluation will also be 

done. These results will be used to evaluate the original proposed traditional 

media, K-State Sports/Learfield and Community Marketing will be adjusted 

as needed.
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Manhattan Regional Airport/MHK

Small Community Air Service Development Program Proposal

Project Continuation and Sustainability

The commencement of regional jet service at MHK has been highly successful. American 

Eagle representatives along with state and local officials agree that the MRG and 

marketing funds raised at the local level were well spent.

This Small Community Program Grant would provide the additional marketing needed to 

change travel habits in the ACA. The timing is perfect to solidify commercial air service in 

the north central region of Kansas, and provide a convenient and affordable option for air 

travel to the local citizens.

In order to sustain the momentum that will be developed with this grant, marketing 

and advertising will continue, albeit on a smaller scale. We anticipate the community 

support and sense of ownership of the Airport will continue to grow throughout the grant 

program period. The requirement for an expensive marketing program will be offset 

by the Region’s acceptance of the new air service and through word-of-mouth, website 

development and in-kind relationships, etc.

Legal Sponsor

The legal sponsor for this Grant request is the City of Manhattan, Kansas.

Contact:

For questions about this proposal please contact: 

Peter Van Kuren, Airport Director 

785.587.4565 

VanKuren@ci.manhattan.ks.us.
page 24

Manhattan Regional Airport/MHK Existing Advertising Campaign

Small Community Air Service Development Program Proposal

The launch advertising for Manhattan Regional Airport began running in the summer of 2009. The 

campaign introducing the new American Eagle jet service to DFW has been quite successful, American 

Eagle has doubled the number of flights from the inception of service from two to four with the 

addition of a single flight to Chicago’s O’Hare. The local communities as well as the carrier are quite 

pleased with the public response. Clearly, there is a pent up demand for reliable, affordable air service in 

this market.

While marketing success in the kickoff of service is welcome, many obstacles remain 

in maintaining the necessary advertising budget to continue getting the message to 

the public. Pledges of the support from surrounding communities have not been met 

due to the dire financial situations the local governments find themselves in today.

Without the pledged support it is difficult, or impossible, to find alternate sources of 

funding to maintain an adequate advertising budget.

It requires a minimum of two years to establish a product, such as the new jet service, 

in the minds of the traveling public. The strong initial response to the introduction of 

service is a good indication that long-term success is real possibility. This grant will surely solidify the 

stature of MHK in the minds of the regional traveling public.

The following pages show samples of the launch advertising, Videos of the television spots can be 

found on YouTube under flymhk.com, Manhattan Regional Airport.

Current Advertising/Marketing

Appendix A
page 25

Manhattan Regional Airport/MHK Existing Advertising Campaign

Small Community Air Service Development Program Proposal

Website 

Departures and Arrivals

Data is updated every few minutes.

Interactive Destination Maps

Choose regional or international destinations to 

highlight which allows customers to easily find 

airfares and book a flight.

Low Cost Fares to Domestic and 

Worldwide Destinations

List of low cost fares from multiple 

data providers.

Book Tickets Online

Provide pre-filled book a flight forms. Searches 

can be sent to Kayak. 

Weather

Custom display of current conditions and 

5 day forecasts.

Ads and sponsorships

Ability to sell advertising and sponsorships to 

offset monthly fees.
page 26

Manhattan Regional Airport/MHK Existing Advertising Campaign

Small Community Air Service Development Program Proposal

Website Modules

Price Comparison Calculator

Allows potential customers to compare the total 

trip cost to other airports—taking into consideration 

hotels, driving time and costs, meals, parking and 

more.

Analytics

Website analytics software can be configured to show 

who visits the website, where they come from, how 

long they stay, and more.

Updating

Live data feeds like arrivals and departures, weather, 

and low cost fares are automatically updated. 

Example from flyMHK.com

Kayak customizes flight search modules 

that allows users to find and book tickets 

at great prices—and generate revenue.
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Manhattan Regional Airport/MHK Existing Advertising Campaign

Small Community Air Service Development Program Proposal

Broadcast Media

Radio

Typically mirrors TV spots.

Television

Spots can also be viewed on Youtube.com, search flyMHK.

Travel Simplified (:30) RADIO

It’s your business trip...with ease

It’s your vacation...sooner

It’s travel...simplified

...Now with twice daily American Eagle 

jet service to Dallas’s DFW airport.

Manhattan Regional Airport, shorter 

lines, free parking, and competitive 

fairs...

Find out why Manhattan Regional 

makes sense at FLYMHK.com

Between Junction City, Fort Riley and 

Manhattan.

FLYMHK.com

Reason #21: Road Warriors Rejoice 

(:15) TELEVISION

Road Warriors rejoice...Now you have 

an option...fly Manhattan Regional’s 

twice daily jet service to Dallas. Your 

two hour I-70 adventure has ended.

Its travel simplified. Find out more at 

FLYMHK.com.

Reason #21: Road Warriors

Rejoice (:15)

Road Warriors rejoice...

Beginning August twenty fifth, you

have an option...fly Manhattan Regional’s twice daily jet service to

Dallas.

Your two hour I-70 adventure has

ended.

Its travel simplified

Find out more at FLYMHK.com...

TV (:15)

Road Warriors Rejoice

1.

2.

3.

4.

REASON

21:
page 28

Manhattan Regional Airport/MHK Existing Advertising Campaign

Small Community Air Service Development Program Proposal

Print

01:

REASON

It’s your destination Dallas and All Points Beyond

Go anywhere you like—be it East, West or overseas—because 

getting there has never been easier. With twice-daily American Eagle 

jet service to Dallas/Fort Worth, and more than 2,000 daily flights 

connecting to over 170 destinations, the world is yours to travel.

Visit our website today to compare fares, find flights, and calculate 

your savings compared to using other airports. Book your next 

destination from MHK, and discover the easy way to fly. 

Manhattan Regional Airport is located between Manhattan, Junction 

City and Fort Riley on K-18. 

REASON 03:

FLYMHK.COM Manhattan Regional Airport IT’S TRAVEL simplified.

It’s time not wasted in traffic

When the clock is ticking, wouldn’t you rather be at your 

destination—instead of sitting in traffic, waiting to get to 

a larger airport, just to save a couple of bucks on airfare?

 Calculate your savings at flymhk.com 

and discover the affordability and 

value of using your hometown airport.

03: REASON

It’s time not wasted in traffic

Your time is valuable, and when the clock is ticking, wouldn’t you 

rather be at your destination, instead of sitting in traffic waiting to 

get to a larger airport to save a couple of bucks on your airfare? 

With twice-daily American Eagle jet service to Dallas/Fort Worth, 

and more than 2,000 daily flights connecting to over 170 

destinations, you’ll save time, money and your sanity.

Calculate your savings at flymhk.com, and discover the affordability 

and value of using MHK—conveniently located between Manhattan, 

Junction City and Fort Riley on K-18.

REASON 02:

FLYMHK.COM

Manhattan Regional Airport IT’S TRAVEL simplified.

It’s parking anywhere you want

With free parking, shorter security lines and competitive fares,

 it makes perfect sense to fly from your hometown airport. And, 

now with twice-daily American Eagle jet service to Dallas/Fort 

Worth, you’ve never been so close to the rest of the world.

 Visit flymhk.com today to compare 

fares, find flights and experience 

how easy travel can be. 

Black and white newspaper ads. 4.25” x 5”

Full color magazine ads. 8.5” x 11”
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Manhattan Regional Airport/MHK Existing Advertising Campaign

Small Community Air Service Development Program Proposal

Point of Sale 2009–2010

Billboards, banners, and informational cards.

Billboards. Top is 18’ x 8’

 Bottom is 12’ x 8’ 

Vertical Banner. 3’ x 5’

Informational Cards. 3.5” x 2”

Fly American Eagle’s Jet Service to

Dallas/DFW Three Times Daily

FLYMHK.COM

Search for and book your flights online.

DEPARTING MHK

7:30 a.m.

12:05 p.m.

4:00 p.m.

ARRIVING MHK

11:35 a.m.

3:30 p.m.

8:45 p.m.
page 30

Manhattan Regional Airport/MHK Existing Advertising Campaign

Small Community Air Service Development Program Proposal

Press Release
page 31

Manhattan Regional Airport/MHK Existing Advertising Campaign

Small Community Air Service Development Program Proposal

Special Events and Promotions

IT’S TRAVEL simplified.

FLYMHK.COM

Print Your Name Manhattan Regional Airport

Here’s your chance to FLY!

• Use this flyer and fold it into an airplane design of your choice.

• You are not allowed to add any additional material to your plane.

• Be sure that your name is written clearly on your plane!

• At halftime, fly your plane towards the American Eagle banner 

 located at center court.

• Fans who get closest to the banner will become a finalist and 

 will compete for the grand prize.

• The grand prize winner receives one round-trip airline ticket for 

 a men’s game and a women’s game. 

Book your next flight at FLYMHK.COM!

AIR SERVICE TO

Denver • Kansas City • Dallas & All Points Beyond

8.5” x 11” promotion flyer.

This flyer was handed out at two K-State men’s and women’s basketball games. At halftime participants launched their planes toward a logoed target in the middle of the floor.

The three that landed closest were eligible to try again at another game to win two round 

trip tickets anywhere American Airlines flies. This was one part of a marketing package 

partnering with K-State Athletics.