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Airport advertising, Contour flights prompt board to form small subcommittee on billboards and airport spend
Summary
Board members agreed to form a subcommittee to finalize airport advertising creative and billboard messaging tied to Contour/airport funding; staff outlined a $50,000 proposed airport ad spend with $25,000 allocated to Expedia and an airport matching allotment of $25,000.
Board members formed a small working group Aug. 12 to finalize billboard creative and timing connected to a Contour Airlines advertising partnership and airport marketing funds.
The Moab Office of Tourism presented a proposed Contour‑related ad spend the board described as $50,000 in total, with $25,000 recommended for Expedia/booking-intent placements and the airport providing a $25,000 match for local marketing. Staff said Meta/paid‑social support and billboard inventory were included in creative planning but that final billboard designs had not yet been produced for board review.
Why it matters: Airport advertising and paid‑booking placements tie directly to flight routes, booking windows and seasonal visitor flows; billboard creative that references flights can be time‑sensitive if routes change.
Board members said they wanted billboard messaging that would not overly commit to specific routes or airlines (one member noted the contract with Contour extends only through next September). The office said billboards could take one to two months from approval to production.
To speed decisions, the board created a subcommittee to meet with the airport and Contour: Wendell Williams, Howard (board member), Jason Taylor (Moab City Council) and Brian (staff member) were added to the working group. The subcommittee will review billboard goals, creative objectives and proposed spend and will coordinate with Contour and airport staff on final dates.
No formal additional expenditures were approved at the meeting; staff said they were awaiting further feedback from Contour and the airport before producing billboard creative and running production schedules.
