## 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 (SmallCommunity 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 OR D 1 X Dail y

W 3 X D a i l M H K 

# 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 ofCommerce, 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

Wa shington DC

#18 San J uan, PR #16 Nashville #19 Indianapoli s #1 9 Baltimore

#20 Miami #2 DFW #1 5 DAL 2 FW 15 #7 Denver 7 e n ver #8 Midwa y #10 O’Hare # 8 Mid wa y #10

#5 Atlant a 5 Seattle S e a tt

#9 Las Ve ga s # 9 L as Las e ga s

V #12 Phoenix s # 1 2 P h o e n T rue Mark et Estima te —T OP 20 Destinations

#1 7 Ta mp a #6 Orlando To p 10 Destinations Destinations —1 1-2 0 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 . )



## VISIT **S TO**  **flymhk. co**  **m w**  **ebsit e / GOOGLE ANAL**  **YTICS July 24**  **—A ugust 23, 2010** 

**Manhatta n**  **Ft. Rile y**  **La wr**  **enc e** 

**Wi chit**  **a Junction City**  **To peka**  **State Capito l**  **pop. 122,50 0**  **Abilene Salina**  **pop. 47**  **, 000**  **Ca tc**  **hment Ar ea** 

**Inside of Cat chment Ar**  **ea Outside of Cat**  **chment Ar ea**  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 .

## page 15 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

## page 16 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 .

## page 17 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 .

## page 18 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?

## page 19 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

USDO T $30 0, 000 City Ma tc h $15 0, 000 In-Kind $7 11, 000

0 $100 $200 $300 $400 $500 $60 0 $ 70 0 $ 80 0

## 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

## page 22 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 .

Quart er 1 Quart er 2 Quart er 3 Quart er 4 Quart er 5 Quart er 6 Quart er 7 Quart er 8 1. Tr aditional Media 2. K- State Sports/ Learfield 3. W ebsit e/ Social Media/ W eb Ad v ertising 4. Community Mark eting 5. Community Ev ents 6. Passenger Experienc e 7. PD A & Mark eting Analy sis (as needed) 

# Timeline Study Ma y Change Mix of Media Study Ma y Change Mix of Media Study Ma y Change Mix of Media

T he public-priv ate partnership has de ve l oped re a listic timetables to achi ev e the goals of this pr oposal. 

### 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 .

## page 23 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 .

## page 27 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 . **R e**  **a s**  **o n**  **# 2**  **1 :**  **R o**  **a d**  **W a**  **r r**  **i o**  **r s**  **R e**  **j o**  **i c**  **e (**  **: 1**  **5 )**  **R o**  **a d**  **W a**  **r r**  **i o**  **r s**  **r e**  **j o**  **i c**  **e .**  **. .** 

**B e**  **g i**  **n n**  **i n**  **g A**  **u g**  **u s**  **t t**  **w e**  **n t**  **y f**  **i f**  **t h**  **, y**  **o u**  **h a**  **v e**  **a n**  **o p**  **t i**  **o n**  **. .**  **. f**  **l y**  **M a**  **n h**  **a t**  **t a**  **n R**  **e**   ** g** **i o**  **n a**  **l ’**  **s t**  **w i**  **c e**  **d a**  **i l**  **y j**  **e t**  **s e**  **r v**  **i c**  **e t**  **o D**  **a l**  **l a**  **s .** 

**Y o**  **u r**  **t w**  **o h**  **o u**  **r I**  **- 7**  **0 a**  **d v**  **e n**  **t u**  **r e**  **h a**  **s e**  **n d**  **e d**  **. I**  **t s**  **t r**  **a v**  **e l**  **s i**  **m p**  **l i**  **f i**  **e d** 

**F i**  **n d**  **o u**  **t m**  **o r**  **e a**  **t F**  **L Y**  **M H**  **K .**  **c o**  **m .**  **. .**  

# T V ( : 1 5 ) R o a d W a r r i o r s R e j o i c e 

### 1 .

2 .

3 .

4 . R E A S O N 

## 2 1 :

## 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. 

# 03:REASON

FLY MHK .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. 

# 02:REASON

FLY MHK .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”

## page 29 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” 

### F l y A m e r i c a n E a g l e ’ s J e t S e r v i c e t o D a l l a s / D F W T h r e e T i m e s D a i l y

F L

Y M H K . C O M S e a r c h f o r a n d b o o k y o u r f l i g h t s o n l i n e . D E P A R T I N G M H K 7 : 3 0 a . m . 1 2 : 0 5 p . m . 4 : 0 0 p . m . A R R I V I N G M H K 1 1 : 3 5 a . m . 3 : 3 0 p . m . 8 : 4 5 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.

FLY MHK .COM Manhattan Regional Airport 

## Print Your Name 

# Here’s your chance to FLY! • Use this flyer and fold it into an airplane design of y our 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 ti cket for a men’s game and a women’s game.

Book your next flight at FLY MHK .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 .