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Santa Barbara Airport reports record passengers, lays out research-driven marketing and route-promotion program
Summary
Airport marketing staff and consultants presented a mid‑year review of a new campaign and air service development work, citing record passenger numbers and measurable returns from targeted digital and partner promotions.
Santa Barbara Airport reported a record year of more than 1,400,000 passengers and outlined a research-driven marketing campaign aimed at capturing more of the region's travel demand, airport staff and outside consultants told the Airport Commission on Feb. 13.
The marketing presentation detailed the new consumer campaign, “Yeah, It’s Like That,” targeted route-promotion tactics and paid-media performance through fall 2024 and the first months of fiscal 2025. “It’s the simplicity of why they choose us over and over again,” Angie Doss, marketing supervisor for Santa Barbara Airport, said of the campaign’s emotional positioning.
Why it matters: Commissioners were shown metrics the airport and its consultants say link advertising to bookings and revenue. The airport’s marketing team said the campaign is intended to reduce leakage to nearby airports, support existing carriers and persuade airlines to add or…
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