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Airport rolls out ABI Insights site; marketing team reports ad campaign growth and passenger data
Summary
Airport marketing staff previewed ABI Insights, a new information hub on iflyabi.com, reported digital campaign metrics and schedule forecasts — citing stable American Airlines service, roughly 50–60 monthly departures and digital ad performance through April.
Elizabeth, the airport’s marketing lead, told the board the airport has launched ABI Insights on iflyabi.com to centralize data about passenger numbers, leakage studies and air-service development information.
The marketing report said the current schedule forecast through October shows about 50–60 monthly departures and monthly seat availability averaging a bit more than 10,000, with peak months reaching about 14,000 seats. The board was told the primary aircraft serving ABI is the Embraer 175 (dual-cabin configuration) with multiple daily flights, and the Embraer 170 typically operates one daily round trip.
On advertising performance, staff said that as of April 25 the airport’s omnichannel digital campaign produced nearly 20,000 impressions and nearly 2,000 clicks with a click-through rate of 1.65 percent; business-traveler creative accounted for 68 percent of clicks. Staff said the airport is targeting both business and family travelers and is developing new creative to highlight five daily flights and popular one-stop destinations such as Orlando and Denver.
Elizabeth also briefed the board on an RFP for a new advertising agency that was delayed by the city’s recent cyber incident and on new advertiser content running on terminal screens pending finalized contracts. She said a vinyl “Fly Local” pledge wall and a refreshed AVI VIP rewards program are planned for this summer.
Board members asked whether the airport could compare airfare pricing with markets more comparable than Midland or Dallas; staff agreed to produce a one-off quarter-long comparison using USDOT fare data for similarly sized cities (examples cited by board members included San Angelo and Tyler) rather than a monthly manual report.
What’s next: staff said the advertising RFP will resume, the ABI Insights page will serve as the public-facing data hub and the team will provide the suggested fare-comparison report for a future board meeting.
