Too Many Fliers Asking "Dela-Where?"

Hoping to avoid the loss of yet another airline, New Castle Airport (ILG) in Wilmington, DE has pulled out the all stops on a marketing campaign to attract more travelers.

The small, often-overlooked airport has attempted to position itself as an alternative to the far more crowded -- and delay-prone -- Philadelphia International Airport. When Delta Airlines took up shop at ILG 10 months ago, there were high hopes of renewed interest in the facility.

Even though the airport boasts short lines, on-time flights, free parking and few security hassles... flights are still only about 61 percent full on average. That has caused painful flashbacks of other carriers that have bailed on the facility, most recently Shuttle America in 2000.

New Castle officials are now playing up the airport's conveniences in a $75,000 marketing campaign. Among the tactics are radio spots, a new Web site and numerous billboard displays. Their target market, like anyone else in the travel industry, is business travelers, according to Delaware's News Journal.

"This is about raising our profile, letting customers know we're here," said Steve Williams, airports director for the Delaware River & Bay Authority, which operates the New Castle Airport.

According to Mike Boyd, president of the Colorado-based aviation consulting firm the Boyd Group, the state's ample corporate business community means there are plenty of business travelers to pursue.

"Business traffic is what today's airlines are most interested in, because business travelers tend to be brand loyal, collecting frequent flier miles even if it means paying more for a ticket," he said.

Officials are keeping their collective fingers crossed that this effort not only persuades Delta to stay for awhile, but attract other airlines as well.

Airport officials add a carrier will soon announce its intention to begin service at the airport in November... but they decline to name names.

The airport faces an uphill battle in its bid to attract more business: a history of failed past attempts and trends that do not favor regional airports.

The situation is not without its positive aspects, though. "New Castle is in a unique situation," Boyd said. "Wilmington is a major legal and commercial center."

Plus, the passenger numbers are growing. Delta, currently the airport's only carrier, saw 815 passengers go through New Castle Airport this month, one passenger more than in January.

Williams said the airport has had $30 million in upgrades over the last ten years. With 1,250-acre and three runways, the airport's current infrastructure could easily handle about nine flights per day, or 281,000 passengers a year.

"We can succeed," he said. "All the numbers are there."

The key, says Delaware State Chamber of Commerce president James Wolfe, is the airport's convenience. "To business people, time is money."

Wade Jones has been flying Delta for 20 years. He said he was "thrilled" when Delta began flying out of New Castle. This enables him to bypass the Philadelphia airport when he comes to Wilmington from Atlanta for monthly business trips.

"This is so much more convenient," he said recently as he waited a whole five minutes for his suitcase in baggage claim. "People should really take advantage."

In the last 20 years, New Castle has seen United Airlines, Shuttle America, and Crown Airlines leave. The failures can be traced to featured destinations, flight timing and the lack of awareness about the airport in general, according to Williams.

The airport has a viable future as long as it keeps its eye on the prize: business travelers. The domino effect of success includes increased economic development, contributing to car rental, hotel and restaurant businesses, said J. Harry Feldman, executive director of the Greater Wilmington Convention and Visitors Bureau.

In 2005, 2.73 million visitors came to the area. Two percent of those visitors arrived by air.

Feldman said he doesn't want Delaware to be the only state without regularly scheduled commercial air service, even with Philadelphia as close as it is.

"We don't want Delta to say they didn't succeed because people didn't know they were there," he said.

FMI: www.newcastleairportilg.com/